Whitney Quaresma
When and why did you launch BELOFORTE?
> We launched our first collection at the end of March 2016. We wanted to create apparel that truly balanced our personal style with the performance that many of the innovative fabrics now available offered. There are a lot of great activewear labels available now, but we still weren’t seeing the look in the active space that stylishly transitioned from studio to street. BELOFORTE is a combination of the Portueguese words for ‘beautiful’ & ‘strong’ and it those two words define our apparel. We’ve always wanted to make sexy, edgy looks that make a woman feel feminine and strong.
2. What do you feel was missing from the athleisurewear market and how does BELOFORTE address that need?
> It was and is our opinion that many activewear and athleisure brands have a similar feel. Often times, labels look a lot like their peers, but we’ve always wanted to be unique and different. Our goal is to create items inspired from runway and street trends but made from the best performance fabrics available. We want to introduce patterning, silhouettes and fabrication that aren’t common in the active space. A number of our styles transition from studio to street effortlessly and they can be styled into countless looks for any aspect of a woman’s day/night.
3. Who’s your ideal customer?
> A BELO girl is a strong, and independent woman both mentally and physically. Her fashion choices reflect her approach to life in that she dresses confidently and boldly. She lives with passion for her work, her friends, her love life and her health. BELO girls see fashion as a way to express themselves everyday.
4. What are your thoughts on Miss Teen eliminating the swimwear competition for athleisurewear?
http://www.usatoday.com/story/life/entertainthis/2016/06/29/miss-teen-usa-to-eliminate-swimsuit-competition/86502942/
> We think it’s great. Activewear and athleisure-wear have become such a strong trend in women’s fashion for a number of reasons. It promotes a healthy and active lifestyle and the garments feel good. A girl can wear athleisure options, and feel really comfortable and supported no matter what her shape is. Instead of possibly fearing the swimwear component of the competition, we think girls will be far more comfortable. They can confidently walk the stage and show the judges their style, and personality as well as their physique.
5. In respect to eco-friendly manufacturing, how easy is it to do this as a brand? And do you think conscious fashion is the future of the industry?
> Responsible manufacturing was one of our core principles when we first decided to build this brand. The industry has a bad reputation and for good reason, and we decided early on that we could accomplish our goals and do it sustainably. So the answer is yes, it isn’t hard to manufacture goods in an eco-friendly manner, but it will be a more costly endeavor. There are certainly a number great vendors who share a commitment to eco-friendly processes that we have chosen to partner with. And we think it’s well worth the effort because the modern consumer is an educated consumer. Not only do we sleep well at night, but the conscious consumer can sleep well too. We do feel it is the future of the industry. If you are not part of the solution, you are part of the problem, and there’s just too much information to ignore how industry can affect the world around us. Apparel is certainly an area where we can improve dramatically. We like to say ‘not all tank tops are created equal!’
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