Like so many others, London-born, Brooklyn-based Jade Aktonlia discovered the solace of the outdoors during the chaos of 2020. It didn't take long for her to notice a lack of products geared towards people of color, though. Neither did it take her much time to create what she wanted to see: a brand built on a foundation of inclusivity that's inspired by global heritage, contemporary design, and authenticity—she named it ITA Leisure.
Working with a small team, Aktonlia launched ITA’s inaugural Beach & Park collection in June 2021. The line features an assortment of eye-catching outdoor products, including totes, towels, blankets, a lounge chair and table, with prices ranging from $60 to $175.
Through its Radical Acts of Leisure campaign, which features images of people of color participating in casual outdoor activities with the stylish collection, the brand is combating the industry-wide preception that enjoying time outside is only a white experience.