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NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?


Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur

 

Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of LittleThings.com

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of Edmunds.com

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of Reputation.com

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad

Monday
Oct062014

Ricky Hendry: Founder/Creative Director of ISAORA

My NativeAdVice:

How did you get into the fashion industry?

IT WASN'T REALLY PRE-PLANNED. I KNEW I'D DO SOMETHING CREATIVE. I WENT TO ART SCHOOL, TOYED WITH THE IDEA OF PHOTOGRAPHY, AND/OR ARCHITECTURE FOR A WHILE THEN STUMBLED INTO FASHION. IT SEEMED THE RIGHT MIX OF PRACTICAL/BUSINESS AND ARTISTIC/CREATIVE. I STUDIED DESIGN IN THE UK AND THEN IN ITALY AND STARTED MY CAREER IN MILAN. AFTER THAT I MOVED TO NEW YORK AND HELD SENIOR DESIGN POSITIONS WITH A NUMBER OF BIG BRANDS. I HAVE BEEN FORTUNATE TO HAVE A VERY VARIED AND WIDE RANGE OF EXPERIENCE BEFORE LAUNCHING ISAORA.


Tell us about ISAORA. What inspired the line and what is your vision for it?

WHEN WE STARTED OUT WE HAD A PRETTY CLEAR IDEA THAT WE WANTED TO TAKE ELEMENTS OF TECHNICAL PERFORMANCE APPAREL AND COMBINE IT WITH A MORE PROGRESSIVE URBAN AESTHETIC IN A WAY THAT WAS RELEVANT TO OUR LIFESTYLE. AT THE TIME NOBODY ELSE WAS REALLY DOING IT. NOW THE IDEA OF 'URBAN TECHWEAR' HAS ALMOST BECOME A CATEGORY IN ITSELF. I'M NOT SURE WE FULLY IDENTIFY WITH THAT. OUR VISION IS FOR A BRAND THAT SEAMLESSLY COMBINES PROGRESSIVE STYLE WITH TECHNICALLY ADVANCED MATERIALS AND CONSTRUCTION IN PRODUCTS DESIGNED FOR MODERN LIFE.

(ISAORA Staydrybetter Line)

What strategic partnerships have you formed that have attributed to your company's success?

WHAT IS OFTEN NOT APPARENT TO PEOPLE OUTSIDE THE INDUSTRY IS JUST HOW IMPORTANT MANUFACTURING PARTNERS ARE FOR BRANDS. FOR A BRAND LIKE ISAORA WHERE THE PRODUCT IS HERO AND QUALITY IS PARAMOUNT THESE ARE SOME OF THE MOST CRITICAL PARTNERSHIPS. YOU'RE REALLY ONLY AS GOOD AS THE PEOPLE, SUPPLIERS, AND FACTORIES THAT YOU WORK WITH

What industry trends are you noticing and how do you capitalize on them?

FROM AN INDUSTRY/BUSINESS PERSPECTIVE THERE IS A MAJOR SHIFT IS TAKING PLACE IN THE RETAIL SECTOR, AND AS WITH MOST THINGS TECHNOLOGY IS THE DISRUPTIVE FACTOR. IN MANY WAYS THE RETAIL SECTOR IS PRETTY ARCHAIC AND THE WHOLESALE MODEL IS A STAGGERINGLY BAD DEAL FOR BRANDS AND CONSUMERS. THIS TIME LAST YEAR THE ISAORA COLLECTION WAS BEING SOLD IN MANY OF THE BEST STORES AROUND THE WORLD. WE MADE A DECISION TO WALK AWAY FROM THAT AND GO DIRECT TO CONSUMER THROUGH THE ONLINE CHANNEL. IT WASN'T A MOVE WITHOUT RISK, BUT WE WERE AT A SCALE WHERE WE COULD DO IT AND ITS PROVING TO BE A SMART MOVE. NOW WE FULLY CONTROL OUR IMAGE, INVENTORY, MERCHANDISING, AND COMMUNICATIONS. AND WITHOUT THE TRADITIONAL WHOLESALE/RETAIL MARK-UPS WE ARE ABLE TO OFFER AN EXTREMELY HIGH QUALITY PRODUCT AT INCREDIBLY GOOD VALUE. ITS A WIN-WIN.

Define creativity.

UNIVERSAL INTUITION AND EXPRESSION.

Where do you find inspiration for your designs?

THE BRAND IS THE INSPIRATION. WE DON'T REALLY LOOK FOR SEASONAL THEMES OR CONCEPTS. WE THINK ABOUT WHAT PRODUCTS WOULD BE USEFUL AND DESIRABLE AND ALIGN WITH THE ISAORA PHILOSOPHY.

Life Motto?

LOKAH SAMASTA SUKHINO BAVANTU

ISAORA's Motto?

MAKE THINGS BETTER.

Your advice to an aspiring fashion entrepreneur?

THINK VERY CAREFULLY BEFORE YOU START DOWN THIS PATH. IT'S A TOUGH INDUSTRY. TALENT AND SELF BELIEF MAY TAKE YOU SO FAR BUT MAKE SURE YOU HAVE SOMETHING DISTINCT AND UNIQUE TO OFFER. THERE ARE SO MANY BRANDS OUT THERE AND THE COMPETITION IS INTENSE. HAVE A VISION, BE TRUE TO IT, BE CONSISTENT.

What have been your greatest successes as founder of ISAORA? Most difficult moment - how did you overcome?

EVERYDAY CONSISTS OF SMALL SUCCESSES AND OBSTACLES TO OVERCOME. WHEN WE ACHIEVE OUR GOAL OF BUILDING A GLOBAL BRAND AND DEFINING A NEW CATEGORY OF PRODUCT THEN I WILL CONSIDER IT TRULY A SUCCESS!  

What products are your best sellers and which are your favorite?

INSULATED SHIRT, 3-LAYER SHELL, SWEATPANT - THERES ALWAYS A VERSION OF THOSE PRODUCTS EACH SEASON AND THEY ARE CONSISTENTLY BEST SELLERS. THEY'VE BECOME SIGNATURE PIECES AND I THINK THEY EXPRESS THE ESSENCE OF THE BRAND. THE FACT THAT WE MAKE THEM EVERY SEASON MEANS I MUST STILL LIKE THEM!

(ISAORA Movebetter Line)

What literature is on your bed stand?

THESE DAYS MY 1 YEAR OLD DAUGHTER'S STORY BOOKS. ANYTHING WITH ELMO IS A CURRENT FAVORITE!

Favorite travel destination?

TULUM / TOKYO. TOO CLOSE TO CALL.

One food and drink left on earth, what would you choose?

ITALIAN FOOD. ITALIAN WINE. NO QUESTION.

Role model - business and personal?

I DON'T THINK I'VE EVER HAD ONE. THERE ARE MANY PEOPLE I RESPECT AND ADMIRE FOR THEIR ACCOMPLISHMENTS AND CONTRIBUTIONS, BUT EACH OF US HAS OUR OWN UNIQUE PATH TO FOLLOW.

What's next for ISAORA and Ricky Hendry?

WE'RE GONNA KEEP LEARNING, KEEP LISTENING, AND KEEP GETTING BETTER!

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About ISAORA
Launched in 2009 by Marc Daniels and Ricky Hendry, ISAORA was founded on the belief that premium performance and progressive style are not mutually exclusive. ISAORA combines the functionality and benefits of high-performance technical apparel with a progressive modern aesthetic. Daniels and Hendry have made it their mission to create innovative, ambitious products that perform exceptionally without a compromise in design. Utilizing the best fabrications, latest innovations, and state-of-the-art construction, ISAORA makes clothes that refuse to make sacrifices. Like the brand they set out to create Daniels and Hendry have chosen to apply the same forward thinking attitude to the way these products are distributed. All ISAORA products are available exclusively at ISAORA.com. The shift from a wholesale to direct to consumer model has enabled them to offer exceptional quality at unmatched value. 

About Ricky

Ricky Hendry, originally from London, spent time in senior design positions at Neil Barrett, Calvin Klein, Ralph Lauren and Theory. Both Daniels and Hendry reside in New York City.