Asaf Ganot grew up with a passion for basketball, playing in high school and college, always dressing in some sort of sports gear.
His zeal led him to Brazil where he played basketball for a year.
During that period, Asaf observed how his fellow team mates always sported attire that resembled the gym wear, whether at work or play.
Armed with a vision to create a new line of clothing that would combine comfort and mobility, Asaf immersed himself in research.
His quest first led him to Indonesia in 2004 and, then, to Hong Kong and onto Italy.
Coupled with the expertise that he gleaned from his father, who was a successful businessman in the fashion industry, Asaf defined his vision.
In 2008, he launched Defyance, replacing the ‘I’ with a ‘Y’ to symbolize the fusion of fashion with performance and a departure from conventionality (symbolized by the arrow pointing downward on the ‘Y’).
Photos Copyright Defyance.