Large quantity of alcohol is certainly not a catalyst for great ideas, unless you are Ricky Hendry and Marc Daniels. Unwilling to settle, both thought of new projects to tackle a few years back. But not till a drunk evening among friends on the neon-lit Las Vegas Strip that got the ball rolling. The product was ISAORA, a reverse word play of “Ahora Si”, a Spanish expression for deft urgency. It is also an accurate description of ISAORA’s progress as a brand, from its initial introduction at Capsule trade show in 2009 (or was it 2008) to its induction to the CFDA Fashion Incubator program early this year. This evening, ISAORA is making another foray in the marketplace with the opening of its pop-up retail concept. Located within the Steven Alan Annex Chelsea, the newest addition to Steven Alan’s expansive retail empire, the ISAORA Pop-Up Store allows its new and old fans a way to purchase the new collection with greater ease. The pop-up store will be ongoing for the next two weeks though ISAORA’s new collection will be available through all of Steven Alan retail locations and online store as well.
Steven Alan Annex Chelsea
140 10th Avenue | Map
(bet. West 18th & West 19th Street)
New York, NY 10011
Photography by: Poe/Freshness