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Leading Label: RtA’s Road to Success and Size Inclusivity

Leading Label: RtA’s Road to Success and Size Inclusivity

by Melissa Magsaysay

Los Angeles has long been synonymous with jeans and t-shirts, both residents wearing them as their daily uniform, and brands making the garments in various iterations ranging from super casual to luxe contemporary.

RtA, which launched in 2013, has broken the mold in this category, evolving denim driven pieces to be so much more than a predictable foundation, but essentials that have the right amount of edge to make a statement every day.

Here, co-founder Eli Azran talks about what inspired him and David Rimokh to start the brand, and the importance of breaking boundaries in fashion.

Leading Label: RtA’s Road to Success and Size Inclusivity

Q & A with RtA

What was the impetus to start RTA?

When David and I started RtA, the emphasis was to be able to create a vision that was in line with luxury brands while still maintaining a “reasonable price point.” RTA stands for Road to Awe, which has a very real meaning for us, the understanding that progression is most important in the journey. RTA is about getting better with each season in all facets, which is the challenge we signed up for.

What do you consider the brand's main aesthetic and style ethos?

RtA is about evoking confidence and celebrating the sexy side of women. Bridging gender ambiguous designs without sacrificing sex appeal is our style ethos. RtA is about expressing emotion through clothes.

Previous to 11 Honoré did the brand do extended sizing?

No, 11 Honore was our first time offering extended sizing. When we were presented the concept, we thought it was something that was very different and needed in the market. It also gave us an opportunity and platform to support those who wanted the RTA look but didn’t have access to it.

Why was now (or recently) the right time to begin offering extended sizing?

I don’t think there’s a right or wrong time to do things, part of creating a lifestyle brand is constantly adding pieces to that vision, extended sizing made sense.

In your experience do you think the fashion industry has done a good job at being inclusive?

I think being inclusive wasn’t considered important or relevant in the past. Today, we are more exposed and connected to all individuals; which I think has been an incredible way to break some of the “boundaries” in fashion.

What more can the industry be doing to be truly inclusive?

It would be great to see more designers/retailers offer extended sizing.


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