Founded as a brand in 2001, by the entrepreneurial couple Alona and Emmanuel Cassin, 81HOURS was born to be the own brand of their internationally acclaimed distribution agency B.E.S.T. Bodylines. Alona’s and Emmanuel’s brilliant sensitiveness and intuition for trends and their interest in new and innovative design brought their agency to an internationally renowned status.
It was Alona and Emmanuel who were responsible in introducing several international top brands to the European, but especially, German-speaking markets. They brought labels and designers such as Marc Jacobs, Citizens of Humanity, Joseph London, UGG Australia, WOOLRICH, Lucien Pellat Finet, and Paul and Joe to Germany.
The agency was furthermore in charge of the European continental distribution of Jimmy Choo since 1997, and continued to lead the brand to its worldwide popularity for eleven years.
Within their carefully thought through and handpicked high-end product range, Alona and Emmanuel soon discovered a niche. This insight and their years long market expertise led them to establish 81HOURS to complement the spectrum of products they were distributing.
Alona’s vision was to create a layer of comfort, a second skin for their customers. Their wafer-thin, all naturally produced fabrics remain their signature until today. During her pregnancy with her second child, Alona was immersed in a black and white french romantic movie one night. The film follows a young loving couple walking through the Jardin des Bagatelle in Paris. The young woman seems obsessed with the smell of the roses and explains the average blossoming time of a rose, that is 81HOURS. This profound moment brought Alona to choose and create her two personal and professional milestones: The second name to her yet unborn daughter – Rose, and the story that would complete the vision of her very own label: The story of 81HOURS.