Starting a fashion line in the current state of this industry means you have to have purpose. Something unique in design or concept, that no one else is offering, but buyers want.
Conceptualized a few years back by founder Romina Foster, the clothing line marries stylish street wear with athletic appeal. As a former NFL wife, Foster knew well the desire to be comfortable, look sporty, but also be fashionable. With a solid background in the business, she began carving out a plan and saw instant success.
Currently promoting their spring/summer 2016 collection, the brand is offering sequin sleeved varsity jackets, cuffed sweatpants, and lace up t-shirts.
Find out what she had to say about starting COVU and where she plans to take it, below.
On her background in fashion: “I grew up in a house hold with two sales reps. My parents had their own store and athletic brand when I was a little kid and I’ve always been around and fascinated by fashion. My dad was working for Asics when I was young, my mom represented companies like Danskin. I remember tagging samples, accompanying them to trade shows and designing my own collections.”
On the beginnings of her company and her vision: “I started working on designs in 2013, I went through some changes and adjustments in the designs and launched in late 2014 with a few pieces followed by a complete collection in SS15. Initially I wanted to create fashionable fanwear to give more edge and add a touch of feminism to today’s fanwear. I quickly recognized that there was so much inspiration and beauty in sports that doesn’t necessarily speak masculism if you allow material, prints and details like stitching of a ball to inspire you and flow with it.”
On how much her personal style is reflected in the brand: “I wear every piece of my collection and am surprised by the countless ways I find myself styling them, but I don’t want to design for me. Whilst sketching and collecting ideas I keep in mind a woman that wants to feel comfortable, confident and admirable in her skin, that loves the challenge of trends, pushes boundaries, leaves her own mark on every piece and loves to look stylish on the go!”
On the importance of fabric in her brand: “The materials and fabric we use are key to identifying with the sport that led us to the design! When we pick mesh we think not just of a trend fabric, the added sexiness by having a sheer look. We choose fabrics that can be connected to, but not only the original uniform of a sport, the shoes/ cleats, the protective pads, the helmet and training gear. We constantly improve our fit to flatter all types of bodies and poly/nylon 4-way stretch is our best friend to allow women to move freely in our clothing. Our production manager hand picks every fabric and travels to China multiple times a year where his brother oversees production and visits the factory regularly to ensure quality of the product.”
On what the next collection looks like: “For FW 2016 we couldn’t keep our eyes of the sport carrying the longest season- baseball. We are giving stripes and French Terry a new meaning and you will find baseball clothing in designs and colors you’ve never imagined. We can’t wait to share those new pieces with you!”
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