Up-and-coming brand AHA SELECTED wishes to create a channel for consumers to purchase designer, quality apparels at affordable prices. Its newly-introduced “Puffer” series is filled with 90% to 100% down, suitable for a variety of activities including sports, casual, and city life. 

As fashion retailers migrate to online platforms, choices have never been so readily available and plentiful for consumers. But sometimes, the dizzying mesh of style, quality, and pricing can overwhelm shoppers. AHA SELECTED’s mission is to combine “classic, simple, premium, and affordable to meet its customers’ expectations, helping them to buy with confidence.” 

This commitment has been ingrained into its name: “AHA” to indicate that its customers will be pleasantly surprised by the exceptional quality; and “SELECTED” to reflect its expert product development team versed in global brands, manufacturers, and supply chain. Furthermore, with extensive business experience, the team ensures that the customers can purchase the finest products at the best prices.

Nick Lim, AHA SELECTED’s product lead, says that AHA SELECTED has partnered with industry-leading manufacturers trusted by global apparel brands like Lululemon, Theory, Woolrich, Armani, CK, Lacoste, Tommy Hilfiger, Under Armour, and Adidas. In addition, AHA SELECTED’s innovative supply chain eliminates inefficiencies, reducing product costs by 10% to 40% compared to its high-end competitors while retaining the same quality and comfort. 

This winter season, AHA SELECTED brings the all-new “Family Puffer: Ultra Light” series filled with luxurious down. Coming in either vest or jacket styles and in more than ten bold colors, they make for an excellent base layer or a light outer shell. The new series also delivers superior value, starting at just $39.90 for the vest and $49.90 for the jacket (they’re 40% cheaper than Uniqlo, rivaling the Amazon Essential series in price). It costs less than $200 to upgrade the wardrobe for a family of four! 

AHA SELECTED is also updating its outdoor “City” series with the longer, thicker “Alaska” and the A-line hemmed “Chicago,” all made using the same premium down as the Family Puffer series. 

AHA SELECTED continues to be an industry leader in social responsibility. The puffer jackets are certified to the Responsible Down Standards (RDS) to guarantee that the fillings are sourced from compliant farms. The “City” series incorporates advanced graphene technology to remain lightweight yet warm, perfectly suitable for both outdoor and indoor environments. When worn indoors, it helps to reduce air conditioning use, lowering its environmental impact. AHA SELECTED’s upcoming “Fleece” series will also feature 100% recycled materials to divert usable materials away from landfills.

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By Arlene Huff

Arlene Huff is the founding member of Golden State Online. Before that She was a general assignment reporter. A native Californian, she graduated from the University of California with a degree in medical anthropology and global health. She currently lives in Los Angeles.