Meet Isadora Alvarez, the brains and beauty behind Back Beat Co., a 100% California-born & raised lifestyle brand that is committed to providing women with effortless options when it comes to what we wear. Not only does Isadora’s designs incorporate environment-friendly practices, but she sources organic knitted fabrics locally from small, family-owned businesses. 

Back Beat Co. embodies the epitome of ‘California-girl’ lifestyle… an effortless, stylish cool factor. Isadora takes cues from old school California surf ‘n’ skate culture and combines it with whats currently going on in the streets. Her collections are focused on wearable tees, sweatshirts, and dresses infused with vintage-inspired details done in a fresh and modern way.

Location: V Palm Springs; Clothing: Back Beat Co.

When our team first met Isadora on set at the V Palm Springs, we were immediately drawn to her calm and collected demeanor. Despite our 6AM call time, Isadora graciously opened up to our team about the personal journey behind growing her brand. Like many of our Intention Setters, Isadora is not used to being on the other side of the camera, which can feel incredibly foreign. Once the camera’s starting rolling, we could see how her brand is a direct correlation of her.

Isadora sets her intention of Strength & Protection daily as a reminder to herself that “livin’s easy, so why not dress that way.” Thank you Isadora for reminding us that during the daily grind of endless to-do lists, to always take time to stop and smell the roses. 

Location: V Palm Springs; Clothing: Back Beat Co.

Location: V Palm Springs; Clothing: Back Beat Co.

Location: V Palm Springs; Clothing: Back Beat Co.

ALEX AND ANI: Can you tell us a little bit about yourself, why you decided to start your brand and what its all about?  

ISADORA: “I grew up in the Philippines and studied fashion merchandising and design and had a little shop back home. When I moved to the states 10 years back, I took a job working for a retailer in their corporate buying department purchasing hand bags. I was working there for a couple years right on the cusp of positive fashion coming out. Everyone was starting to become aware of shopping sustainably and I was feeling that my job was coming out with products that were disintegrating in 3-6 months. After a few years there, I knew I wanted to get back into having my own brand but I didn’t know how to do it. I basically had zero contacts. I knew no one in LA and knew only a few people in the industry. When I realized I wasn’t taking any pride in my work, I knew it was time for me to take the next step and decided to take the leap and launch Back Beat.

Location: V Palm Springs; Clothing: Back Beat Co.; Shoes: ABLE

ISADORA: “When you have a corporate job, at the end of the day you just turn off your computer and go home. I was really not happy doing this.  I didn’t have kids and any super big responsibilities so I had nothing to lose. And I figured if it didn’t work out, I could just go back home. I didn’t want to live my life having any regrets and new I wanted to have my own brand. After I got married, my husband knew I wasn’t proud of what I was doing and we used the little bit of money we saved and put it into Back Beat.

Tarah Sutton, VP of Creative ALEX AND ANI, styling the perfect shot

ISADORA: “I have always been into vintage and when I moved to LA the vintage scene was pretty insane here. So I started vintage thrifting at first while I was still trying to figure out what avenue my brand would take. I knew that if I was going to have a brand that it needs to be true to me, and started first going to pop ups and selling vintage at markets. After about a year of doing this, I started to figure out that I was really drawn to the basics, the easy stuff. I was known for having the best t-shirts and sweatshirts and just like that I was like ‘holy $h!t!’ I’m ready to do something.

Location: Mr Lyons, Palm Springs, CA; Photography: Tarah Sutton, VP of Creative ALEX AND ANI

Location: V Palm Springs; Clothing: Back Beat Co.

Location: V Palm Springs; Clothing: Back Beat Co.

Location: V Palm Springs; Clothing: Back Beat Co.

Location: V Palm Springs; Clothing: Back Beat Co.

ISADORA: “I’m the type of person who can’t do anything half assed and if I can’t put 100% into something I won’t do it. I quit my job and put everything into Back Beat. I started making contacts and sourcing fabric vendors. At that time Reformation was at its height as well as American Apparel and Maven. I knew I wanted my brand to be lower impact though. I wasn’t really a ‘fashion girl’ and knew I wanted my brand to be all about the fashion basics.

Location: V Palm Springs; Clothing: Back Beat Co.

Location: V Palm Springs; Clothing: Back Beat Co; Shoes: ABLE

Thank you Isadora for being so open with our team. Your passion and dedication to your brand is so inspiring and we are so honored to have met you!

>> Meet the 8 inspiring Intention Setters behind our Fall 2019 Campaign.

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Written by Tracy Trouf