Coming soon!
Spring Summer Collection 2014

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highest form

The Evolution of a Revolution in Menswear

The Revolution begins with a simple manifesto: the highest form collection will always have a purpose and an authentic point of view. The brand aims at distilling the essence of timeless classics into casual sportswear that is urban and raw in design, with the feeling of worn familiarity. Pieces that go with everything, in washed natural fabrics that feel good to the touch, create a look that is a little 'undone', and perfect in its imperfection. "Confidence and self expression are my definition of style." --Robert D'Amour

highest form designer Robert D'Amour has developed a brand based on his own active lifestyle. Whether he was navigating Los Angeles traffic, hitting the streets in New York City or moving between Europe, Hong Kong and South Africa, D'Amour wanted a pant that was comfortable, uncontrived, functional (pockets!) and flattering. His solution: A pant that combines the fit and versatility of a jean with the comfort of sweatpants. The result: a pant that works almost anywhere-from Malibu to Soho, and everywhere in between.

When friends and strangers began clamoring for their own pair of his jean/sweatpants hybrid, D'Amour realized he'd found the launch point for his own label. Here was a built-in following for the urban nonchalance of his “perfectly imperfect” pant. Made of twill French terry with a small amount of Lycra (giving the fabric its memory), the fabric is treated to a wash which results in that perfectly aged look and feel. D'Amour approaches design with the eye of an engineer: simple yet carefully placed details create a better fitting, more functional product. Case in point: the subtle placement of textured twill tape from waistband down to the back of the leg results in a clean, flat front fit. A welt pocket on the front waistband is designed to hold an iPhone or iPod-another nod to functional design. It's these finishing touches that make highest form the 'go-to' pant for a workout (just throw on a T-shirt) or, paired with a cashmere sweater and broken-in leather jacket, street wear with insouciant charm. For its launch, the pant is available in slate, charcoal, chocolate, cream, crimson and golden rod. A mindful decision has been made to keep production in the United States.

Retailing for an accessible $118, highest form is sold online at www.highestform.com. Marketing is through social media networks, including Facebook and twitter and a grass roots strategy that includes a loyalty program. These marketing efforts are designed to build strong relationships between the brand and its customers.

What does D'Amour envision for the brand in the future? He intends to keep it grounded and 'perfectly imperfect'; growing highest form "organically", and developing the essential core of the men's collection before moving into other possible categories such as women's, accessories and home. Philanthropy is an important part of the brand's growth: In its commitment to give back, highest form donates 10 percent of its profits to support charities. "This brand will never feel dated. It's a lifestyle, a way of being. In apparel, home or accessories, it will never feel contrived."

Robert D’Amour

If necessity is the mother of invention, it certainly has provided the creative spark for Robert D’Amour, designer and founder of highest form, the casual lifestyle brand of sportswear. The globe-trekking D’Amour, who has put down roots in Los Angeles, New York, Hong Kong, Paris and Cape Town, South Africa, wanted casual sportswear that looked and felt great and traveled well. Something he could throw on for months- long tours of Bali, developing a resort collection, or just puttering about Malibu and Hollywood—two of his favorite hometown haunts. His fruitless search jumpstarted the creation of a brand based on his lifestyle and sartorial needs. “I see a bigger population relating to that lifestyle… Fashion has evolved into accessorizing and dressing up casual and comfortable sportswear,” says D’Amour of his design inspiration. Wearing a blazer with jeans and tennis shoes has become the norm.

Creating a brand of clothing based on his own lifestyle has been a breeze for the Montreal-born D’Amour. Much of his 25-year design career has been spent designing contemporary women’s sportswear and helping to build multinational brands. His resume includes Head Designer for Hype, the hip woman sportswear label, where in addition to creating collections he developed the brand’s logo and inked licensing agreements for accessories and other products. As Design Director (southern hemisphere) for French Connection, the high fashion British import for men and women, D’Amour created sportswear collections that were always sophisticated and on trend. Perhaps his most challenging role was Vice President of Product Development of babystyle®, where he led the design team that created the definitive collection of maternity and baby wear, toys, furniture, nursery bedding and accessories for the break-through online/catalog/brick and mortar retailer.

With his own brand, D’Amour is free to keep things at a more grounded, relaxed pace. This is evident in his decision to launch this label beginning with only one piece, the singular casual pant……but one piece done exquisitely. “My expertise is really about creating a definite point of view, designing with a purpose and then sticking to that vision. That is the only way for a brand to remain reliable and have staying power. I plan on building this brand to its highest form of authenticity.”

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