Suzie Kondi rescues the velvet tracksuit that you never thought you would take again

There are trends and trends.The velvet tracksuit, so neat in the first measures of the 21st century (you just have to give a chickpea for the Britney Spears and Paris Hilton closet), I did not have many possibilities to repeat the success achieved.But the pandemic arrived, with its confinement, its endless days at home, and with a new way of understanding fashion, more utilitarian, more for oneself and further away from other people's opinions.And this is where this two -piece design (sweatshirt and pants, usually of the same color) has found the perfect breeding ground with sales that have multiplied throughout the planet.

Always with the permission of Juicy Couture –Paris Hilton states that she has a whole closet dedicated to her tracksuit -, Suzie Kondi, an American firm founded in 2018 by the designer of the same name, claims to have found the perfect design of this millennial tracksuit. “The secret is that you can use it from morning to night. With sneakers and heels, ”says Kondi. With Raglán manga sweatshirt and high waist pants adjusted to the ankle, the design of the Californian brand is presented in a wide variety of shades, from the cakes to the jewel colors, with fabrics produced in Alcele Dye House, a factory located to the north from Hollywood. Its high prices (340 euros per complete tracksuit) are not the consequence of a marketing decision, but explain its founder's commitment to workers' rights and with the environment: “Our vision of sustainability and labor ethics It is to provide people with decent work that improves their livelihood, empowering them socially and economically. We want to make sure that workers have a voice, win a fair salary and receive a right treatment in the workplace. ” Of course all garments are manufactured in Los Angeles (many of them leave Keep It Here, a factory with which Juicy Couture also worked), and respond to the principle of proximity.

Committed to her community and defender of a model of diverse and inclusive sizes - "we are dedicating the time to develop our extended sizes with great attention to details to ensure that our clients feel incredible with our clothes regardless of their size" -, SuzieKondi represents a new business model, more connected to the final customer, making his concerns, environmental or ethical, of these.We talked with the creator about the success of this garment and the future of her signing.

Why did you decide to launch Suzie Kondi?

I launched the brand in 2018 with the aim of embarking in a new territory based on versatility through timeless parts that combine with shoes and heels equally.

Chandal and heels, how would you define the aesthetics of your brand?

Suzie Kondi tracksuits redefine the principles of comfort and informal composure.Our sweatshirts and pants come in a palette of adventurous and cultivated colors that can be combined interchangeably in your existing closet or use as a set from head to feet.They become a white canvas on which to customize to do yours.

The tracksuit has been the core of your brand from the beginning, why?What is in the tracksuit that you love so much?

The tracksuit was born from the idea of dressing with a garment.That everything that day can do it being pretty and feeling great.I can go to Pilates with a monkey and sports pants and then I can take my daughter to school, and then I can go to the office and then go to dinner, all with the same style.Everything that defines how I live my life daily I discovered that I could do it with a tracksuit.There is a versatility in our pieces and I think that monochromatic dress is flattering.It is a simple way to dress well in all environments, no matter where you are.It takes you throughout the day without having to think twice.We have been pioneers in the idea of the high tracksuit.We are here to raise the concept of comfort and style in one.

How has your brand overcome the current crisis caused by COVID-19?It seems that the tracksuit has been the key garment ...

The tracksuits are for everyday life, a reality that has accelerated with the pandemic.Chandal's comfort responds much better to our lives, driven and molded as now for anxiety.We need everything we are wearing to feel that it reconforts us gently or, at least, that it cannot punish us.

Why do you think people liked your signature so much?

The first for the comfort that is associated with our clothes.Also the idea that putting the tracksuit is extremely comforting and the fabric plays with that.It is a bit enriching, a slightly transcendent experience in which you have the tangible sensation of our fabrics with the psychic comfort of being in something that makes you feel great.

What kind of woman buy your designs?

When I think about the identity of the Suzie Kondi woman, I also think about the identity of the people we dress.I set out to create uniforms for everyone, from my daughter to my mother and everyone else.The inclusive and timeless word comes to mind, and I wanted to create something that everyone felt they could use.We are dedicating time to develop our extended sizes with great attention to details to ensure that our customers feel incredible with our clothes regardless of their size.One of my mantras has always been ‘do not change for anyone’, because you don't have to be a certain type of person to use our brand.It is for everyone: there is not a single person who reflects Suzie Kondi.There is a nostalgic sensation in our clothes, inspired by the 1970s but made for today.People yearn for the community and the connection and our clients share their experience with us.

Why do you think the velvet tracksuit has become a great success in 2020?

Our clothes hug you.Our spirit is to make dressing simple and fun through colors, silhouettes and textures that are easily combined and give joy to our customers.Everyone lives in a new way and fashion will always be important for people, but the appearance of fashion has changed and adapted to the place where we live and how we approach style and comfort in our lives.

How important is sustainability and labor ethics for you?

Our vision of sustainability and labor ethics is to provide people with decent work that improves their livelihood, empowering them socially and economically. We want to make sure that workers have a voice, win a fair salary and receive a right treatment in the workplace. We are focused on growing in a way that we can sustain organically without compromising quality and design. We are making a common effort to gradually go throughout our business and make sure we are integrating sustainability as we grow. We are focusing on creatively joining our business with ethical partners throughout the industry. Ethics and sustainability go hand in hand. They work together and we are committed to it. We have long -term goals for a lasting change, but we are not here to sweeten. We want to turn against green washing that is too common in the industry. We want to take our client on this trip with us and be an educational resource.

Do you think that dressing without stations can be a way to overcome this environmental crisis?

Absolutely.It is a change of values.A transition is necessary throughout the quantity industry to quality.Dressing without stations is what our brand is about.I believe timeless and infinitely versatile silhouettes that will never go out of style and are made to last.Our client knows that true style has no stations.We will always have our main collection: I want my clients to create their own collection of pieces forever help overcome all the stations of life.I applaud to other designers who know what happens and encourage the rest to join.

This pandemic is changing consumer behavior.Are you prepared to respond to this change?

I think that the fashion industry has learned many lessons this year and we are grateful to be a young brand focused on creating pieces that respond to the needs of our clients and make them smile.I think the brands will adjust to the changes that are promoting the world and our clients.We are certainly ready for a new day in the fashion industry.

Do you think the fashion industry has learned something from this pandemic?

The fashion industry has changed and the challenges presented by the pandemic exposed many unsustainable practices that were imposed on designers.Before the pandemic, the calendar and the rhythm were very intense and it was a challenge for many brands to keep up, especially those emerging.Pandemia forced the industry to evaluate what was sustainable and what made sense for all involved, from brands to retailers and our clients.I believe that the fashion industry will change in the sense that I think it will be accepted that brands draw their own course according to their creative vision without so many structural pressures.

When would you say that your brand is right now?

In a moment of growth.Our line is evolving, our team is growing and we are finding our place together.

what are your plans for the future?

Continue to grow the brand in an authentic and dedicated way to our customers.We are throwing some new groups of fabrics that will continue to tell the story of our idea of clothes to live your life.We opened our first store last summer in Ambansett in the Hamptons, and it has been a great experience for our team and for me to interact with our customers one by one.