NEWproductalert
A Window
into the
Le Fash World
This is one for all of you detail-oriented riders out there. That’s right, we’re looking at you, the rider who researches the best leather for her boots; who keeps needle and thread in her tack trunk for quick fixes; who color-coordinates shades of the same color before heading to the schooling ring. Le Fash NY knows those riders intimately because, well, Le Fash is that rider. Founded by 32-year-old Arianna Vastino in 2011, Le Fash riding attire is suitable for equestrians in the ring, and stylish enough to appeal to the New York fashion forward scene. The brand is headquartered and all products are produced in the heart of New York City. “We aim to fill the void between standardized riding attire and highend equestrian inspired sportswear by creating one product line that can cross seamlessly into both markets,” states Vastino on the company website. Before Vastino founded Le Fash, she worked in the luxury retail sector, and is well familiar with the personalized, detailed attention customers receive during those shopping experiences. Vastino is a hands on business owner who continues to staff her booth herself at top horse shows on the East Coast. “I think customer interaction is very important in building a brand,” she explains. “Providing amazing customer service is essential in a luxury company.” But, as Le Fash grew beyond the reach of one person, she had to be realistic. Le Fash is currently carried in 35 brick and mortar tack stores around the country (it is also available online and in custom boutiques at horse shows). The brand is known for its sleek riding shirts with unique construction, and boldly colored knee patch breeches designed for both function in the saddle and blending in with street clothes. While Vastino would love to personally be at every customer’s elbow as they shop, that’s just not possible.
H I G H T E C H H A N G TA G So Vastino created a doorway into the Le Fash world, in the form of a high-tech hangtag attached to each piece of apparel. A microchip in the hangtag utilizes NFC technology that accesses a mobile experience from the user’s smartphone. Android phones can access Le Fash’s customized mobile world simply by tapping the tag, while Apple smartphone users can access it by scanning a QR code on the tag. It gives the user access to exclusive content, including a video about the brand and spring collection, and detailed information about each product. There’s no other apparel brand, equestrian or otherwise, on
24
· february/march