Amari Wear Feature in Oltner Tagblatt

In March 2025, we were thrilled to be featured in our very first article in the Oltner Tagblatt. This milestone marked a significant moment in our journey, as it highlighted our growth and the passion behind our mission to make every woman feel confident, comfortable, and beautiful in their own skin.

Extract from Oltner Tagblatt: 

"Perseverance Rewarded: Alejandra Sanchez from Lostorf and Alessandro Ciccone from Trimbach Launch Sportswear Brand

For nearly two years, a couple from the Niederamt has been fully dedicated to their start-up, Amari Wear. Recently, they moved their company headquarters from Dulliken to Gretzenbach. Their goal is to eventually open their own store. In November, Alejandra Sanchez, 26, and Alessandro Ciccone, 26, moved their company Amari Wear from Dulliken to Gretzenbach for a simple reason: the space had become too cramped. Now, the two are proud renters of a 170-square-meter space—three times larger than before—divided into two rooms. One room houses the office and storage, while the other serves as the sales area. Once a month, they host a “Community Event” where customers can try on and purchase Amari Wear sportswear. Otherwise, the start-up focuses primarily on online sales and social media marketing. It’s a strategy that seems to be working, as Sanchez and Ciccone have been fully committed to Amari Wear for almost two years, earning their livelihood from it.

Clothes for All Body Types

The path to success, however, was not always straightforward; it was filled with ups and downs. It all started in 2020 during the COVID-19 pandemic. “I had just dropped out of my medical studies and was in a phase where I needed to reorient myself. I was home a lot, exercising less, and gained a few kilos. When I wanted to buy sportswear, I couldn’t find anything that suited my body type,” says Alejandra Sanchez.

So, she decided to take matters into her own hands and produce her own sportswear, specifically designed for women with different body types. This sounded easier than it actually was, as Alejandra Sanchez had no knowledge of fashion design or clothing production. Alessandro Ciccone, who was studying business administration at the time, couldn’t offer any expertise either. However, since he had always dreamed of owning his own company, he encouraged his girlfriend in her endeavor and supported her with administrative tasks.

Bedroom as Office, Storage, and Sales Hub

For about ten months, alongside their studies—Alejandra Sanchez started studying nutrition science—and part-time jobs, the two dedicated every free minute to their passion project. Soon, they came up with the name “Amari Wear,” adjusted the patterns to Alejandra Sanchez’s preferences, and found a producer for their clothes.

The first collection consisted of leggings and sports bras, which they produced in a small batch in three different sizes. “My ten-square-meter bedroom served as the warehouse, office, and shipping center,” Alejandra Sanchez laughs.

The first collection was a success, thanks to friends and family. It quickly sold out. Full of energy, the duo created a second collection, hoping it would do even better. But that wasn’t the case. The second collection sold significantly less.

“After about a year, I started to have doubts about whether Amari Wear was really a good idea. After all, we were investing an immense amount of time into the project, and it wasn’t going as we had hoped,” remembers Alejandra Sanchez. She considered abandoning the project.

Online Advertising Brings a Turnaround

But Alessandro Ciccone convinced her otherwise. Instead of continuing to rely on organic growth and word of mouth, they decided to invest even more in Amari Wear—financially as well. Starting in 2022, they turned to advertising on social media—first on TikTok, then also on Facebook.

The success was noticeable quickly. Suddenly, sales figures rose, and customers came not just from their own circle but from all over Switzerland. This presented new challenges for the founding duo. They suddenly needed larger quantities and new products to keep customers engaged. “During this phase, we sometimes didn’t have any stock for weeks. It took a while before we found the right partner who could produce the right quantity with the desired quality and within the required timeframe,” says Ciccone. Since 2024, they have been working with an ISO-certified partner in China who can meet all of Amari Wear’s needs: good quality, ethical working conditions, and an affordable price. The product range has constantly expanded, so now t-shirts, shorts, long-sleeve shirts, jackets, and socks are also included.

They’ve always stayed true to their philosophy: Amari Wear clothes should be comfortable and make women feel good about their bodies so they can enjoy working out.

The Dream of a Store

Alejandra Sanchez and Alessandro Ciccone dream of eventually opening their own store. But that’s still in the future. Last year, they gained their first experience with temporary pop-up stores at Zurich Main Station and the Mall of Switzerland. However, opening a permanent store is not yet on the agenda.

“We’re trying to get our collection into existing sports stores in addition to the community events. But that’s not that easy,” says Alessandro Ciccone. “However, we’re confident we’ll achieve that goal this year.” "