Wone

Wone, a company in the luxury activewear market, was established in 2017 by Kristin Hildebrand. Drawing from her extensive experience in the fashion and athletic industries, including a significant role as creative concept director at Nike, Hildebrand founded Wone to address what she saw as a gap in the market for high-quality, minimalist performance wear for women. The brand's philosophy is influenced by the Tao Te Ching and the concept of Wu Wei, emphasizing simplicity and an effortless way of living.

The company operated on a direct-to-consumer, e-commerce model, targeting a niche clientele that values premium materials and understated design. Wone's business strategy was centered on exclusivity and scarcity. It launched with limited-run collections, often in a single colorway like black, to ensure sell-out seasons and avoid the need for markdowns. This approach also fostered a direct and personal relationship with customers, who initially had to apply for access to purchase products.

Wone's product line consisted of core activewear pieces such as leggings, sports bras, and tops. The primary differentiator for the brand was its investment in technologically advanced fabrics sourced from family-owned European mills, primarily French. These materials, reportedly costing significantly more than those used by mainstream brands, were selected for their durability, performance, and comfort, with some being tested for up to 50,000 washes and used in professional cycling gear. By focusing on the quality of the fabric rather than superfluous design details, Wone aimed to create durable, functional, and timeless athletic apparel. In March 2019, the company secured $1.36 million in venture capital funding. However, according to PitchBook, Wone went out of business as of February 22, 2023.

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