SOPHIE BRUSSEAUX ANNOUNCES THE LAUNCH OF SIDONA
By: Madison Vessie
In pursuit of the perfect pair of leggings, Sophie Brusseaux's passion project bloomed into SIDONA, a sophisticated athletic wear brand.
Leggings are a closet staple that present a challenge in tracking down the perfect pair combining affordability, comfort and quality. Award-winning artist, entrepreneur and activist, Sophie Brussaux is launching a transitional activewear brand that will end the exhausting search for the perfect pair. With leggings so soft and ergonomic yet sophisticated and luxurious, the SIDONA line will allow for a seamless transition from gym to boardroom attire. “Our designs are for today’s modern woman - switch it up with a blazer, a top, and your favourite pair of shoes for a formal look…Sidona is both discrete and adaptable to fit your lifestyle,” says Brusseaux.
Black leggings are a timeless, ageless staple for every wardrobe. “They are the perfect piece when you want something comfortable, but also something that makes you feel sexy and powerful while on the go.” The problem is, Brusseaux could never track down a pair that would last without breaking the bank. Nearly four years ago, Brussaux thought she had found the ideal pair of leggings - the comfort and fit were a godsend combination that compelled her to purchase them in bulk. After discovering the noticeable deterioration of quality through just two months of regular wear, the search continued. She realized going through so many pairs was unsustainable causing a struggle to find recycled leggings on the market, so she decided to make her own. She sourced material made from recycled plastic bottles and created a few sample pairs. Around this time WHO had just declared the COVID-19 pandemic, so the idea was put aside. A year and a half later, she was still wearing these leggings with the realization that she had gotten nearly two years of regular use with them; the material still felt great and they fit as though they were brand new. These leggings were the sample pair she had created and it became apparent that she was on to something big.
This revelation lead her to create SIDONA, the line being an anagram of her son’s name, Adonis. The SIDONA vision looks toward the future and the brand will stand for everything our future generation should enjoy, Brusseaux explains “we want them to value quality, social awareness, gratitude and good fortune and last but not least, beauty.” The emblem features an eye within a four-leaf clover, a visual manifesto of a lucky world. It is important to Brussaux that the line caters to different lifestyles and body types. “SIDONA believes that all women deserve to look and feel their best. Your clothing should match your inner beauty and show your good energy on the outside.” The transitional athleticwear line celebrates empowerment, boldness, and authenticity. “We want everyone to honour their highest self through holistic living and see a world full of opportunities. Our hope is to contribute to a world that has a bountiful future…that everyone wishes well for one another and takes care of the community, because when we take care of the community, the community takes care of you.”
In building a community, Brussaux believes it is important to be as real as possible. In an age of skepticism, consumers are seeking brand and creator authenticity. We have seen 'influencer fatigue' over the past year, causing people to turn to those who are accessible, empathetic, and authentic. With the rise of creator authenticity, brands are aligning ethically with their consumers because as Brusseaux mentions “people want to wear a brand that represents and abides by the same values as theirs.” She believes that if you follow your gut and remain authentic, “your soul community will find you, because that’s how true pioneers make change happen.” Looking to the future, she remains optimistic toward sustainable and ethical trends in fashion, “I hope the fashion industry will represent the change we as a species need to implement.” The SIDONA line will fuse sustainability with longevity, comfort and fit.
As Sophie Brussaux gears up for the upcoming launch of her SIDONA line, we can make way for new staple pieces in our wardrobe with the assurance of supporting authentic and ethical fashion.
