Photos courtesy of When & Where
Take the stress out of getting dressed with a new athleisure line from a Scarsdale mom who was fed up with her inflexible wardrobe.
As a busy mom of three, Yuliya Charamnykh of Scarsdale started each day like the one before: “Staring at my closet, stressing over what to wear that would be comfortable, motivate me to make time for a workout, and serve me well and with style for all my activities the rest of the day.” Never able to find such an ensemble, she decided to create it herself — even though she had “zero knowledge” of how to do it.
Armed with the determination and enthusiasm of someone who left her native Belarus as a college student “to see why people come to America and stay,” Charamnykh picked up a pen and sketched out exactly what her dream outfit would look like. She then took courses to learn the process of creating a fashion brand, solicited help from her network of fellow-mom friends, and linked up with a local activewear designer she found on an online job board.
The result is When & Where, an innovative athleisure brand launched last October that offers smart, stylish, and versatile pieces, as well as “capsule outfits” that are aligned as a collection in both color and style to be worn anytime, anyplace, and all throughout the day. “It’s great performance wear that is super soft, odor resistant, moisture wicking, and stylish,” she says. Plus, with “completer pieces” to throw over an outfit (like a sort-of jacket), “you can switch from sneakers to high heels and look totally different.” Neutral hues make for effortless coordination with customers’ existing wardrobes.
With her children and future generations in mind, Charamnykh is committed to sustainability and environmental friendliness. Fabrics are ethically sourced and fashioned from recycled materials, and everything is manufactured locally, in the Bronx and Manhattan’s garment districts. Products are wrapped in recyclable tissue and shipped in compostable mailers. “We recycle and reuse at home, and my kids learn about it at school, so I wanted this in my brand,” she says.
When & Where apparel can be purchased online (whenandwherenyc.com) and at Kahlo in Pound Ridge, Scarsdale Pilates, and at pop-ups and trunk shows in Westchester, as well as The Hamptons, Miami, and San Francisco.
“It’s great performance wear that is super soft, odor resistant, moisture wicking, and stylish.”
— Yuliya Charamnykh
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