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COVU Founder, Romina Foster Talks Her Unique Brand Of Athleisure Wear

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Photo: Courtesy of COVU
Photo: Courtesy of COVU

 

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.

Enter: COVU

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.

 

Photo: Courtesy of COVU
Photo: Courtesy of COVU

 

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!”

Shop COVU by heading right here!

The post COVU Founder, Romina Foster Talks Her Unique Brand Of Athleisure Wear appeared first on StyleBlazer.


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(Video) MUMU FRESH – “MY WHY” @maimounayoussef

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Grammy-nominated Washington, D.C.-based singer/songwriter/emcee Mumu Fresh presents her new single “My Why”. Produced by Carvin Haggins and Johhny Smith, “My Why” will appear on The Healing, Mumu’s forthcoming album which will also feature contributions from DJ Jazzy Jeff, Nile Hargrove, 14KT, Daniel Crawford, Vidal Davis, DJ Dummy and more. Mumu has collaborated with Lil Wayne & Tech N9ne (stream “Too Good”), Busta Rhymes, Salaam Remi & Black Thought of The Roots (watch the music video for “No Peace”) and Common (watch Mumu Fresh and Common perform “I Used To Love H.E.R.” live) and Tobi Nwigwe (watch the music video for “Tundah Fiyah”). Mumu has performed on two separate NPR Tiny Desk concerts (watch Mumu Fresh featuring Black Thought of The Roots & DJ Dummy on NPR’s Tiny Desk) and has performed worldwide at events like the Essence Music Festival, Montreux Switzerland’s Jazz Festival and Dubai’s Sole Fest DBX. “State of Emergency” marks another chapter in a career of self-described “art activism” for the Baltimore native who has performed and given lectures within the US prison system, The Congressional Black Caucus, I.M.A.N. Central in Chicago & Atlanta, The W. K. Kellogg Foundation, Ford Foundation and The Indigenous People’s Movement. Mumu is co-creator of the Recording Academy’s “Best Song For Social Change” trustee award which went live in 2023 at the 66th GRAMMY awards show and was presented by The First Lady, Jill Biden. The winner of Indigenous Music, Washington Area Music (WAMMIE) and Urban World Music Video awards, Mumu has served as Musical and Cultural Ambassador for the US State Department, Ambassador of The Black Music Collective and is a former elected governor of the DC chapter of The Recording Academy. Mumu describes “My Why” as “a tribute to that person(s), place, or thing in your life that is your “WHY”. Your reason not to give up. Your reason to keep trying and to push a little harder than you thought you could. You why reminds you of what you’re made of and brings out the best in you.” The Healing drops April 19.

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Santa Sallet X Nemizzo (MSP) – “Big Hands”

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DMV-based rapper/producer Santa Sallet and France-based producer Nemizzo are MSP, presenting their new single “Big Hands”. Sallet has been busy showcasing his brand of East Coast braggadocious rap across a slew of recent singles like “Camouflage” (watch on Youtube), “I Get Money” (watch on Youtube), “Championship Ring” (watch on Youtube) and “Chinese Funk” (watch on Youtube) in preparation for the release of Plutography, Sallet’s forthcoming album which blends salsa beats, southern trap, and eastern jazz with classic and conventional rap samples, reflecting Sallet’s international upbringing across South Africa, Dominica and the US. Sallet is planning a series of full-length releases, among them C.R.E.A.M. which recounts his journey from broke to financially free, and Women and R.A.P. which describe his pursuit of success in relationships and the music industry respectively. “This is the song that really started MSP Tunes,” Santa says. “Nemizzo had laid down his verse and I was like, let me try something on this and I just talked about what I knew. What I think is funny, the outro is actually me recording a bunch of potential beat tags. There was a miscommunication and Nemizzo extended the beat and made it the outro. I like it though lol.” Check out Santa Sallet merch here.

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Big YBA Releases Highly-Anticipated ‘Definition Of Living’ [Deluxe]

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Upping the ante, NC representative Big YBA unloads the Deluxe edition of his most recent album the Definition of Living. Featuring five new tracks including “New York,” “For Your Love,” “Rap Assassin,” “Rebellious,” and “Cut ‘Em Off,” which was premiered by way of popular live performance platform Off The Curb, the enhanced body of work accents the original flawlessly.

Three months removed from his “Swag Surfin'” sampling collaboration “Hypnotic” featuring Rich The Kid signee SetitOff83 and the strategic seeding of LP standouts “30, “Rookie, “Lord Forgive Me,” “Venting Session,” “Mercy,” and “DOA,” the now 20 track collection of songs includes a lone guest appearance from GetRichZay while production duties are handled by Jozzex, KH Beatz, Maineestreamm, Prod No Heart, and Trippy XVI.

Raised in Durham, Big YBA is rapidly emerging as one of the most electrifying young artists from the Carolinas. With a brand built on authenticity, his versatility and melodic sound have allowed him to break through the industry release after release. Determined to experience success outside of his hometown, he views his personal and professional growth as motivation for listeners with similar ambitions.

Stream the Definition of Living (Deluxe) via Nu Nation / Vydia as well as watch his Off The Curb performance visual for “Cut ‘Em Off” after the jump.

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