Daniel Blanshay decided early on that he wasn’t cut out to be a secret agent. Although the Montreal native worked in counterterrorism in Israel, once he realized he wasn’t going to be the next James Bond, he pivoted, joining Abercrombie & Fitch’s Israeli licensee as the head of retail operations as well as several other companies before being lured back to the U.S. to take over his family’s jewelry brand, Roni Blanshay Designs.

“I knew nothing about accessories,” he said, adding that he is a very “data-driven person.”

But what he discovered when he dug into the company as director of business development was that there are two areas within fashion experiencing growth: luxury and activewear.

A lightbulb went off and Blanshay set out to create a brand that blended the two.

Next spring

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