Sita Tackles Age-Old Problem of ‘Having Nothing to Wear’

Having “nothing to wear” is undoubtedly one of the most common problems shoppers face within their respective wardrobes. And that’s precisely why Sita, a pared-down women’s apparel brand that focuses on minimalist, smartly tailored closet essentials, aimed to solve it. To start, Sita designed a proprietary premium four-way stretch performance fabric, SitaTech, that checks all the boxes — temperature-controlled, breathable, moisture-wicking, odor neutralizing and machine washable — with nanotechnology, or nano-yarns that are literally a million times thinner than cotton. The objective? Create a fabric that women can wear comfortably throughout various daily activities — including the gym — and transition into nighttime, with styles that are so enduring, there’s no need to change. Deemed a luxury fabric, SitaTech is engineered in France and enhanced in Japan, with its nano-yarns knitted in Italy and the final step, its design teams assembling each piece, in New York. And the brand is all about girl power, as its cofounder, Aljohara Almodaimigh was inspired to create Sita — named after the Hindu model of the ideal woman, or a goddess of good character, prosperity and happiness — after tiring of constant wardrobe changes during her busy work schedule as the owner and founder of Kore, the

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