Exclusive Interview With Josey Iannotti of ION Actif

Avi Woolman (our fearless  founder) sat down with Josey Iannotti, the Co-Founder and Chief Designer of ION Actif, for a virtual cup of coffee and some chat about the inspiration that led her to create ION Actif, how she got started and some of her favorite pieces.

Hi Josey, thank you so much for taking the time to chat with me today. I know that our ActivewearUSA.com friends will be thrilled to learn more about ION Actif and the inspiration that led you to start this fantastic apparel company. So lets get started, what inspired you to start ION Actif?

ION Actif

Thank you Avi, it’s a pleasure to chat with you today. I’ve (tried) to workout consistently since college. After moving to LA I got into the habit of going to the gym in the morning.  I didn’t always have time to shower and change in order to run errands before work – or even before meeting friends for brunch on the weekends. I wanted workout clothes that could take me from the gym to around town.  At the time, the selection in stores were mainly either of the swooshy or striped variety, (which are a little too athletic), or the infamous terry jumpsuit (read: too loung-ey).  Outside of a few really high-priced brands, there seemed to be a dearth of clothing that fit the profile.  I thought I could do better than what was out there.

How did you start ION Actif?

ION Actif Alexa Tank and ION Jean Legging

I always thought I would be an accountant.  I worked for a major accounting firm for several years after college before realizing it just wasn’t for me.  It paid the bills, but didn’t really feed my passions which were Food and Fashion.  In 1999 I remember thinking to myself, “it’s the turn of the millennium. If I didn’t pursue my personal aspirations now, then when?”  So I took a leap of faith and moved to Paris for cooking school.  Perhaps unsurprisingly I found a greater appreciation for style and substance for clothing in Europe. You know, in French cooking, presentation is as important as the food itself. I believe it translates to people and how they present themselves also. I think it’s a cultural thing that doesn’t always exist in America.  Although I worked for a few restaurants after returning to the states, the French concept of presentation in all things  never really escaped me.

After moving to LA, I really started to notice that multi-purpose active and streetwear was relegated to the terry-jumpsuit category. There was a type of form in those clothes, but no function. Not to mention a lack of quality. Alternatively, pure activewear looked great for competitive sports, but not so much for grocery shopping or even a walk in the park. Where was the presentation? Where was the melding of style and substance?  So in late 2003, ION ACTIF was born.

So what sets ION ACTIF apart?

We don’t skimp on fabric quality.  Everything that is performance based uses Invista branded Supplex and Lycra.  Invista invented stretch fabric back in the 50s and they continue to perfect it today.

ION Actif Running Capri

We don’t skimp on production quality.  We try to do as much flat-stitching as possible to provide added comfort and reduced chafing.  We are committed to manufacturing everything in the United States, actually right here in Los Angeles.  Even though it may cost us more, we can oversee production DAILY to make sure that the quality of the construction is up to our standards.

But most of all, we focus on the details that make our clothing more functional AND fashionable. We added fold-over cuffs on our Running Pullover so you can cover your hands while outdoors. We add inside pockets to many of our workout pants so there is a place to keep some cash, keys or a credit card.  We add stylish details like denim top stitching, flattering gathers and rouching, and contrast detailing (like straps and panels).  We offer modern silhouettes in a great variety of colors and prints each season.

ION Actif Kimono Top

You know, at the time it felt like a broadly underserved market.  Women’s activewear was pretty limited to the Nike’s and Adidas’s of the world. It seemed like designers took mens performance wear was simply cut for women’s sizes.  I know today, companies like Lululemon appear to dominate the space.  But their price points are expensive without offering commensurate quality. I feel that ION ACTIF can provide an exceptional product at a reasonable price. Who says activewear can’t be stylish? Take a look at our Kimono Tank with an Asain influence.  Why can’t we use a Pink Snake Print to add color and whimsy? Or take a classic cargo capri and make it a real performance piece? I have a personal interest in fashion and being active. Why not meld the two?

Where do you draw your inspiration from when creating your line?

ION Actif Jean Pant

I look to fashion and street wear when designing for ION and am always on the prowl for new ideas. Can you think of a better excuse for more internet window-shopping at work?  The challenge for me is to strip down a trend to its essence, then try to recapture it in a functional  way for an active lifestyle.  When people were wearing jeans for everything from work to eating at a nice restaurant, I felt like the gym was the final frontier, and wanted to make a workout version.  We started with a classic bootleg, and have now expanded into jegging and fitted capri versions to keep up with demand.

I don’t think necklines and hemlines always need to be symmetrical.  Our most recent pieces try to capture an 80′s design essence and match it with asymmetry. Hence the Alexa Tank, with an asymmetric neckline, and side drawstring in a performance based wicking fabric.  For those of us who lived through the 80s the first time around, it feels familiar in a new and fun way.

ION Actif Cargo Capri

That’s tough, it would be like having to pick your favorite child. But the Cargo Capri, LongTee and Halter Tank do stand out for me.  The Cargo Capri is the quintessential example of making street wear workout friendly.  By changing the fabric to our signature Supplex and tweaking some of the design elements (like making the front pockets faux to reduce bulk and adding the drawstring hem), the Cargo Capri achieves the best of both worlds.

ION Actif Long Tee

The Long Tee was a natural response to the skinny-pant trend.  When bottoms are form fitting, I like to see longer and looser tops, to balance the silhouette.  Plus, the side gathers are very forgiving.  What I love about the Halter Tank is its simplicity and sexiness.

The halter-esq neckline is really flattering in the way it frames the clavicle and entire neck and shoulder area.

ION Actif Halter Tank

Instead of the strap wrapping around the neck, there is a T back for added support.  With the CoolMax shelf bra, you don’t need to wear a bra, making the sexy top more functional.

Maybe a Blood Orange. I generally don’t like to stand out in a crowd. There is definitely a more introverted side to me. But I would like to think the substance inside can be quite different and unexpected once you peel back the rind…

I don’t know if I’d choose to be Lisa Simpson, but she’s probably the cartoon character I most relate to.  She’s smart, sassy and stands up for what she believes in even if it goes against the grain. She’s into music and art (though her fashion sensibilities could use some help). But she’s only eight(???) so we’ll let that slide.

Dead or alive? If I could, it would be Barbra Walters, Coco Chanel and  Jon Hamm (because every girl wants to have dinner with him, right?) And I do love dinner parties. So for…

Hors d’ouevres: Escargot persillade, crab cakes and tuna tartare
First course: Pancetta and leek tartlets with mixed green salad
Second course: Lamb Chops with herbed butter and roasted asparagus
Dessert: Basil ice cream with balsamic macerated strawberries & tuille cookies

A little bit of France, A little bit of classic and something  unique and unexpected for dessert.