The Founding Vision

In 2016, William Hauvette and Rodolphe Gardies launched Asphalte with a radical vision: “Our job is not to make fashion, it is to make clothes that last”. This French brand would soon revolutionize the fashion industry with a groundbreaking pre-order model that challenged traditional retail norms – this is The Revolution of Pre-Order Fashion: Asphalte’s Journey

Before Asphalte, Hauvette had already tested the waters with Six & Sept, a classic jumper brand launched in 2012. This experience proved invaluable, teaching him that customers craved more freedom in style choices, materials, and pricing something the traditional fashion model couldn’t deliver.

The Founding Vision

In 2016, Jen Atkin, a celebrity hairstylist renowned for working with stars like Katy Perry, Jennifer Lopez, and the Kardashians, launched OUAI with a bold mission: to create a socially connected haircare brand that resonated with real people. Atkin’s journey to beauty mogul status began humbly, she dropped out of college in Utah and moved to Los Angeles with just $300 in her pocket. Determined to make her mark, she worked tirelessly, assisting top hairstylists and building her skills while navigating the competitive beauty industry. Atkin’s vision for OUAI stemmed from her frustration with the overwhelming number of complex haircare products on the market. She wanted to create a curated, easy-to-use line that simplified haircare for everyday consumers. The brand’s name, pronounced “way,” reflects its ethos of being better in real life than on Instagram, embracing imperfections, and encouraging authenticity. This is the success story of Jen Atkin, From Celebrity Stylist to Beauty Empire: The OUAI Success Story. Explore with us!