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."