DISRUPTIVE INNOVATION DELIVERS POSITIVE CHANGE

A disruptive innovation is an innovation that creates a new market and value network and eventually disrupts an existing market and value network, displacing established market leading firms, products and alliances….Disruptive innovations tend to be produced by outsiders and entrepreneurs, rather than existing market-leading companies (1)

Less than a decade ago, the construction in both cut and fabric of feminine horse show blouses were reminiscent of gentlemen’s’ dress shirts. Even with the addition of snap front collars, the fabrics and patters created by manufacturers remained restrictive and masculine. Even breeches lacked details to accommodate the needs of female equestrians. A major disruption in the market occurred when Arianna Vastino launched her Le Fash® Label and created fashion forward apparel for the active female rider.

A competitor for over thirty years in the hunter/jumper division, Arianna tapped into both her riding and expansive international fashion industry experience to create a brand that “disrupted” horse both horse show and everyday riding apparel. Her designs incorporate only fabrics that allow for maximum comfort, breathability and moisture management. She strategically incorporates colors, patterns, and details to create fashion forward, yet classic equestrian looks.

Successful entrepreneurs are consistently innovating through creativity and listening to customer’s feedback. Just recently, Le Fash launched its first sport shirt technical line, The Paulo Alto Collection, to high acclaim. Created for the athletic needs of riders in warmer climates, each shirt is constructed with Chitosante® treated fabrics that provide full technical performance and UPF 50 sun protection, while not sacrificing the lines fashion forward patterns and details. True to Le Fash’s mission, these designs not only take you from Stable to Street but also to competitive sports like tennis and golf!

Arianna has graciously donated a Paulo Alto shirt to our community for a social media giveaway. See the bottom of this article for details on how to win!

SALUT!

Palo Aulto Long Sleeve

Palo Aulto Short Sleeve

INTERVIEW

Name of Company: Le Fash
Entrepreneur: Arianna Vastino

1.) What inspired you to start your own business?

I felt there was a void in the market for well fitting, cool and comfortable riding clothes. I never felt good in anything I wore while riding and felt I looked very unfashionable. I also noticed after working in the fashion industry for 10+ years that equestrian style is always an inspiration to top designers. I thought that it would be a great idea to create cool products for riders that also would appeal to those with a love of equestrian style.

2.) What is the most gratifying aspect of running your own company?

I really pour my heart and soul into this company and everything that I design so it is super gratifying when people tell me how much they love my clothing. Seeing people wear the products- seeing how confident they are in how good they feel really keeps me going on the tough days.

3.) What is the best business advice you ever received that you would like to share (if applicable)?

Great question- I think the best advice I got was probably the worst advice also. When I was trying to start the brand, there were people I spoke to that really discouraged me- they said I wouldn’t be able to produce a line myself with no production experience or that no one would buy plaid show shirts. It made me question myself even more than I already had been.

Looking back that negativity made me forge ahead even harder and force myself to learn and not give up. Learning through trial and error is the best because you try everything and figure it out yourself. It’s great education.

So I think the best advice that I can share for future entrepreneurs is to not listen to everyone- if you are confident in your vision and are determined to figure it out- you will always succeed.

4.) Any other information you would like to share with the Street to Stable community about your business?
I test all of our products not only on top riders but on myself. I am probably the pickiest person on the planet and my biggest critique! When a new product can pass a full day of riding with no issues than we release it. I also like to mention that all of our products are made in the USA so we have wonderful quality contro