Fiorina Jaso began her professional career with a clear mission: to create meaningful change in the world. A graduate of Oxford University, she sought to address global challenges through impactful work placements in Tanzania, Vietnam, and Malaysia. Ultimately, her journey led her back to her homeland, Albania. There, Fiorina’s ambition came to life as she spearheaded development projects that included cultural heritage restoration, education, and youth initiatives, driving significant impact across Albania and the Balkan region. However, the bureaucracy inherent in a large organization began to stifle her ambition, slowing her ability to drive change to the degree and pace she aspired to achieve. Like a flame seeking fresh air, her ambition refused to be extinguished. Determined to keep her passion alive, she realized the need for a new outlet to channel her creativity and drive.
This turning point inspired the creation of her own venture — le sketch — an athleisure brand dedicated to empowering movement, while blending thoughtful design with versatility to seamlessly fit into every aspect of life. But le sketch is more than a clothing label; it is a philosophy. The name itself speaks to the raw, unpolished beginnings that serve as the foundation of every masterpiece. It symbolizes a work in progress, a stage of growth and exploration unbound by the constraints of perfection. For Fiorina, le sketch mirrors her own journey—a transition from the structured and often restrictive environment of a large international organization to a space where creativity and impact could flourish organically.
Through le sketch, Fiorina discovered a way to align her passion for creating meaningful change with her belief in embracing imperfection as a source of strength. As Jacques Derrida once said, “To pretend, I actually do the thing: I have therefore only pretended to pretend.” This idea of action and authenticity resonates deeply with the brand’s ethos. Le sketch embodies Fiorina’s vision to inspire others to celebrate their own journeys as works in progress—unfinished yet full of potential. It reflects her belief that reimagining oneself is the first step toward reimagining the world, proving that small, purposeful changes can ignite meaningful shifts on a global scale, starting with just a single raw idea.
The Birth of Le Sketch: Inspiration and Vision
Fiorina’s transition from managing large-scale development projects to delving into the intimate world of fashion design was both transformative and challenging. She explains that le sketch was born out of her love for yoga and fitness, as well as the lack of versatile, high-quality workout apparel that could effortlessly transition into everyday wear. Reflecting on the importance of quality, she notes, “good quality clothes make a big difference in performance at the gym, both in dissipating heat on a practical level and at an aesthetic level by making you feel good and look good in what you’re wearing.”
However, she felt that even leading brands like Lululemon had room for improvement. With Le Sketch, she aimed to combine the best qualities of her favorite leggings: the buttery softness of Lululemon Align and the compression and sculpting capabilities of Wunder Under leggings, all at a mid-level price point. Fiorina envisioned a product line that seamlessly blended these features to deliver both comfort and performance.
Recognizing the immense potential of the global athleisure market—projected to grow at a compound annual rate of 9.3% to reach $663 billion (€626 billion) by 2030, according to Grand View Research—Fiorina identified an opportunity to carve out her own niche. This vision became the foundation for her brand, inspiring her to create a clothing line that bridges the gap between performance and style, addressing a crucial unmet need in the market. This approach highlights that starting something new often means building on what works, refining it, and adding a unique perspective rather than reinventing the wheel entirely.
Overcoming Challenges
Despite her passion and clear vision for le sketch, Fiorina faced significant challenges in bringing her brand to life. Without a formal background in fashion or any prior connections in the manufacturing industry, she relied entirely on her resourcefulness, conducting exhaustive research and often referring to “Google as her best friend” during the early stages. One of her greatest hurdles was finding the right manufacturer capable of producing high-quality apparel that met her rigorous standards while remaining cost-effective for a first-time entrepreneur. Her search ultimately led her to factories in Albania, Vietnam, and Portugal, where she could uphold both quality control and ethical practices. Highlighting her ethical stance, Fiorina explains, “we work with factories that adhere to ethical labor practices because we want every worker contributing to le sketch to have fair wages and be treated with dignity.”
However, the journey was not without missteps—an early decision to work with a Turkish manufacturer resulted in overpaying for subpar production, an experience that became a valuable lesson in cost management and vendor selection. Fiorina recalls the moment she realized the entire shipment was unusable. “At first, I felt defeated—it was a costly mistake,” she shares. “But then I thought, ‘This is part of building something new.’ Every misstep taught me how to ask the right questions, set clear expectations, and hold partners accountable.” She chose to view the experience not as a failure, but as a stepping stone that refined her approach and strengthened her resolve, highlighting the human side of entrepreneurship—a journey defined by resilience, learning, and the courage to embrace imperfection.
Armed with these hard-earned lessons, Fiorina channeled her renewed determination into sharpening her vision for le sketch. Her setbacks became fuel for her growing passion for product design and a relentless focus on achieving uncompromising quality. Each challenge deepened her understanding of what ‘poor’ quality entailed and reinforced her commitment to perfecting every detail—even down to selecting the right seams.
This philosophy became the foundation of le sketch’s identity. Fiorina recognized that, like all great fashion brands, no amount of marketing or branding could mask subpar quality. Instead, she focused on creating an exceptional product—one that embodied her commitment to excellence and set the standard for what her brand would represent.
A Brand Rooted in Purpose
With the lessons from her early missteps guiding her, Fiorina poured her energy into building a brand rooted in three core principles: innovation in design and fabrics, adaptability from working out to going out, and celebrating the joy of movement. She envisioned redefining how women perceive activewear—not just as gym attire, but as versatile wardrobe staples that elevate both performance and style. Fiorina wanted women to feel empowered, confident, and capable, whether they were heading to a workout, a meeting, or simply relaxing at home.
Her vision came to life with the debut collection—leggings, flares, and tops in neutral tones—a testament to her dedication. Over nine months, she painstakingly refined every detail, ensuring the pieces were functional, timeless, and built to last. Durability was non-negotiable, with extensive testing to confirm that the fabrics maintained their shape, compression, and softness even after countless washing cycles. The neutral color palette was deliberately chosen, allowing the pieces to seamlessly integrate into any wardrobe, offering women versatile investment pieces that transcended fleeting trends.
Fiorina’s future vision for her brand revolves around redefining fashion with a focus on functional designs and cutting-edge fabrics that enhance performance, support movement, and are made to last. She strives to establish ethical production processes that uphold fair labor practices and embrace innovative approaches to minimize manufacturing waste. By already incorporating biodegradable packaging, she has taken meaningful steps toward creating a more responsible and environmentally conscious brand. As she often states, ‘Fashion should not come at the cost of people or the planet.
The Core of Le Sketch
- Innovative Fabrics and Functionality: le sketch incorporates materials with advanced contouring and compression properties that maintain shape and support, even after multiple washes. This ensures longevity while enhancing performance and supporting movement, reflecting the brand’s commitment to innovation and functionality.
- Timeless and Adaptable Design: Fiorina’s dedication to neutral tones ensures that every piece in the collection integrates seamlessly into any wardrobe. Designed to transition effortlessly from working out to going out, these versatile pieces minimize the need for frequent replacements, making them enduring investments that adapt to life’s rhythm.
- Celebrating Movement and Ethical Practices: Fiorina’s passion for celebrating the joy of movement inspires her commitment to mindful production. From sourcing and testing eco-conscious materials like modal to prioritizing ethical practices across the supply chain, le sketch embodies her vision for a brand that uplifts people, supports active lifestyles, and respects the planet.
Through Le Sketch, Fiorina has successfully created a brand that empowers women to embrace their journeys, celebrates individuality, and proves that style and purpose can coexist harmoniously. With every stitch, every seam, and every decision, she continues to push the boundaries of what it means to create purposeful, high-performance activewear.
Building a Community Around Movement
Le Sketch is more than just a clothing brand—it’s a movement dedicated to inspiring women to celebrate the joy of movement in their own unique ways. The brand’s tagline, “Move with Love,” perfectly encapsulates this, encouraging a mindset where fitness is not just about physical goals but also about self-expression and self-care.
Through Instagram and immersive fitness events—such as yoga retreats and, most recently, a collaboration with SunRide, a local Albanian cycling studio—Le Sketch has fostered a vibrant community of women united by their love for movement.This dedication to connection and quality has paid off—when asked about her proudest milestone, Fiorina shared that it’s the heartfelt feedback from customers who describe the leggings as life-changing, and the remarkable fact that she has never had a single return—ever!
What’s even more remarkable is that Le Sketch achieved its loyal following and consistent growth without any formal marketing or a traditional website—until now. During the writing of this article, Fiorina officially launched le sketch’s website, marking an exciting new chapter for the brand. Until this milestone, all product orders came directly through her Instagram account, where she built a genuine connection with her audience. Much of the brand’s growth can be attributed to word of mouth and direct interactions with Fiorina, whether through personal conversations or during her yoga, cycling or pilates sessions. Her unwavering commitment to delivering exceptional quality proves that a strong community can be just as impactful as a digital storefront.
Looking to the Future
When I ask Fiorina about her vision for the future of the brand, her eyes light up as she shares her ambition for Le Sketch to grow from a beloved local favorite into a globally recognized name. She jokingly mentions her dream of expanding into iconic international markets like London, and perhaps even Paris, envisioning a future where her designs are embraced by women across the world. But for now, her focus remains on building her brand thoughtfully and authentically, one step at a time.
As part of this journey, she is preparing to open a pop-up store this summer in Dhermi, a picturesque coastal town in Albania renowned for its turquoise waters and natural beauty. This milestone is particularly special to Fiorina, as it allows her to celebrate her roots while showcasing her designs in a stunning, meaningful setting. Fiorina teases that the launch may coincide with the debut of exclusive summer pieces, crafted specifically for the occasion, offering her customers something fresh and exciting. The pop-up store represents not just a celebration of her brand’s growth, but also a glimpse into its bright future.
Advice from Fiorina
For aspiring entrepreneurs, Fiorina offers this advice:
“Start before you’re ready. Focus on creating something meaningful, not just profitable. If your product resonates with people, success will follow.”
She also emphasizes the importance of resilience and adaptability:
“You will make mistakes—big ones—but every misstep is an opportunity to learn and grow. Stay curious, stay humble, and don’t be afraid to ask for help.”
Join the Movement
Fiorina’s journey underscores the value of aligning your work with your personal values. Whether through her dedication to quality, her commitment to versatility, or her focus on building a community, her story serves as a powerful reminder that merging passion, purpose, and creativity can lead to both personal fulfillment and professional success.
At its core, le sketch embodies the belief that imperfection is not a flaw but a stage of growth—a reminder that every journey, whether personal or entrepreneurial, is a work in progress. With its emphasis on versatility, functionality, and empowering women to embrace movement in all its forms, le sketch invites us to rethink fashion as more than just clothing. It challenges us to see it as an expression of who we are, how we move, and how we choose to impact the world. Because in the end, life—like great design—is not about perfection, but about purpose, connection, and the courage to keep evolving.
Discover the collection and join the movement at lesketchbrand.com.
