Aerth, the French brand of chic sportswear

If, as the day of your most beautiful celebration approaches, your fear of not being the most beautiful or handsome person at the party paralyzes you, don’t miss this story… You, and no one else, will be the most beautiful and serene or the most elegant and Olympian at this fabulous event! It was on the rather unique occasion of participating in the New York Marathon that I was able to put on clothes from the most elegant brand in the Running World, Aerth.

I was thus reminded of an unforgettable encounter I had coming out of lockdown in June 2020, thanks to a friend I can never thank enough. We’re not in the 70s, we’re not in a converted garage belonging to the parents of one of Silicon Valley’s greatest bosses, we’re not in a Californian theater, but it could still be the same beginning of a story as the crazy adventure of the man who gave birth to Apple. Indeed, after more than 20 years of experience in the clothing industry, Patrick Daniels, an American graduate of the best schools with perfect French, founded his own brand in 2020. And I was one of the first, along with my friend Christophe Benit, to have the chance to discover it at Patrick’s own Parisian apartment.

With Aerth, Patrick brings together all the hidden and secretly kept desires from a journey of rich experiences as a leader worldwide and within prestigious brands. And the least we can say is that through this career change, he will tremendously challenge his professional life.

Who is Aerth?

Aerth is a French brand of chic sportswear. Very chic. The sport French touch or the perfect embodiment of French sport chic style through an ultra-classy look that more exclusively targets the quadragenarian looking to push back the decline phase even further and eternally seeking self-fulfillment through sport and its image, whatever the cost. That summer evening in 2020, when Christophe and I met Patrick for the first time, I was immediately captivated. And even more so by the man. And I already imagined myself one day buying his book at Fnac, just as I had previously bought those famous books that recount success stories that we are all fans of, like that of Phil Knight, the founder of Nike, or Steve Jobs, Bill Gates, or the snowball effect of billionaire Warren Buffett. He confessed to me his ambition to introduce a tailored spirit into each product. That is, to work with different materials, colors, sizes, and constructions.

To outline the boss’s career: before entrepreneurship, he developed rich expertise in the textile industry within several companies, such as Rossignol, Reebok, Levi’s, Esprit, and Aigle. But this time, he is the one developing and designing. The risk is not the same. But as he told me: “you only live once.” Then, you have to enjoy the journey and not just dream of a happy ending. This means having fun every day. But above all, it’s very much like a marathon; you have to last in the long term and never lose sight of your goal.

And besides, the advantage when the goal seems to be an Everest is that the mountain is so big you can’t lose sight of it. Patrick’s ambition is simply to make Aerth the most beautiful sports brand in the world.

An ambition that may seem unconventional and a little crazy, but Patrick Daniels is determined, and his electric desire immediately pierces the ground, reaching me through a magical current and galvanizing me. His idea is a sports brand that can be worn equally well at the stadium or in the city. But how? Simply by offering a range of tailored clothing with unique elegance, without sacrificing performance in the slightest, and, more than ever in our time, eco-responsibility.

Besides, it’s true… Why, as demanding as we are, when we aspire to athletic performance, should we leave our elegance in the locker room on the pretext that we’re going out to practice our sport? It was based on this simple observation that Patrick decided to launch his own brand in 2020.

When I look closely, since I started running, nothing has really changed in terms of style. As he himself says: “the choices offered to practitioners are limited to the usual flashy neon combo or the range of grays, certainly more reassuring, (but so sad).”

Changing the codes

With Aerth, the codes are changing… Patrick invented the concept of Tailored Performance. Moreover, the brand name incorporates this original mindset, which de facto creates a new niche in the world of sport. Let me explain: AE for Aesthetic and TH for Thesis. In short, the perfect alliance of style and technical know-how.

So, obviously, at an age when one is supposed to become more reasonable (yes, I’m 42 and the NY marathon is my 40th birthday gift), but when it becomes much more imaginable to realize some of one’s sweetest dreams, when it comes to participating in the most major event of my athletic accomplishment, two years later, I recall our discussions in that triplex in the capital, and I immediately endorse Patrick. I get back into it, I call him, we meet, and I put on the textiles: the promise is kept, the pieces I put on are all deeply worked. The colors, materials, and design of the products do more than convince me. I’m not the only one, by the way. Many other athletes like me are visibly returning to add one or two Aerth pieces to their wardrobe.

The ambition behind Patrick’s brand is not limited to creating elegant and high-performance clothing. From the launch, in the manner of Yvon Chouinard, the founder of Patagonia, he integrated social and environmental responsibility at the heart of his project. Production was thus entrusted to Oekotex certified partners located in a place that is very intimate to me, in northern Portugal. This was done to shorten the distribution circuit, thereby limiting atmospheric emissions. The limited edition collections are partly made from recycled textiles.

What also surprises me on a social level is that Patrick Daniels decided to immediately sign agreements with associations rooted in the daily lives of job seekers and the homeless. From its launch, he began to donate a percentage of his turnover, even before the first profits. Thus, elegance and performance can be expressed in multiple ways within his company.

So, while waiting for you to come and see, touch, and try Aerth products, all while experiencing the exclusive and unprecedented universe of the chicest sports brand on its market, I invite you to live in the here and now too. Because once again, this story confirmed to me that the best opportunities are to be seized in the present moment.

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