Liv­ing the Good Life Cuban Style

Athleisure - - Athleisure Beauty -

July is a busy month filled with a num­ber of ac­tiv­i­ties that put a spot­light on fash­ion in­clud­ing NYFW Mens as well as Mi­ami Swim. Right be­fore NYFWM de­scended up on the city, Cubav­era, a Perry El­lis In­ter­na­tional Latin Men's sports­wear brand, show­cased their Re­sort 18 col­lec­tion.

This brand is known for its hum­ble fam­ily bein­nings to be­com­ing a de­sign pow­er­house that re­cently part­nered with Os­car Ma­tienzo to re­flect on the vi­brant Cuban cul­ture that em­bod­ies the brand's feel­ing of "Live the Good Life". The brand speaks to Cuban nos­tal­gia while mod­ern­iz­ing clas­sic is­land style, which is ex­actly where mil­lenial trends are hit­ting. We sat down with Luis Toro, Di­rec­tor of His­panic Sports­wear and Mar­ket­ing for the brand to find out more about this line, who is wear­ing and the ver­sa­til­ity of this menswear line.

ATH­LEISURE MAG: Tell us about Cubav­era and the in­spi­ra­tions and style be­hind the Re­sort 18 col­lec­tion.

LUIS TORO: Cubav­era takes in­spi­ra­tion from Cuba. Our de­sign­ers look to the is­land for all their cre­ations, from its beau­ti­ful ar­chi­tec­ture and col­ors to its trop­i­cal land­scapes. We work to cap­ture the en­ergy of the Cuban peo­ple in the de­tails of our pieces. It’s through the lens of Cuban her­itage that we de­sign our iconic guayaberas and em­broi­dered nov­elty linen shirts. Even the tech­niques used in Cubav­era’s pro­duc­tion are founded in prac­tices that have been passed on in Latin cul­ture from gen­er­a­tion to gen­er­a­tion.

AM: Who is the Cubav­era man?

LT: The Cubav­era man comes from all eth­nic­i­ties. He has a pos­i­tive per­sona, and above all, likes to wear clothes that are re­laxed and en­joys or­ganic, airy fab­rics like linen. He “Lives the Good Life” ev­ery­where he goes, no mat­ter where he is. He could be at the of­fice wear­ing one of our short-sleeved em­broi­dered panel shirts; at the beach, mo­jito in hand, wear­ing one of our mod­ern print panel shirts; at the beach, mo­jito in hand, wear­ing one of our mod­ern printed pieces; or at a black-tie event wear­ing an el­e­gant guayabera. The Cubav­era man loves tra­di­tion and the “sa­bor” of Latin cul­ture.

AM: How in­te­gral is Cuba and it's essence into the line?

LT: Cuba gave birth to the name and the line. Own­ers of the com­pany Ge­orge Feldenkreis and Os­car Feldenkreis (Father and son) im­mi­grated to the U.S. from Cuba in 1961 and cre­ated the com­pany, orig­i­nally called Supreme In­ter­na­tional. They were the first peo­ple to im­port guayaberas and make the iconic Latin shirt pop­u­lar in the U.S., so much so that Ge­orge gained the name of “The King of the Guayabera.” Cubav­era was launched in 2000 as a way to bring the her­itage of the own­ers to the mar­ket­place and ex­pose the gen­eral mar­ket to the Cuban life­style.

It's through the lens of Cuban her­itage that we de­sign our iconic guayaberas and em­broi­dered nov­elty linen shirts. Even the tech­niques used in Cubav­era's pro­duc­tion are founded in prac­tices that have been passed on in Latin Cul­ture from gen­er­a­tion to gen­er­a­tion.

AM: What can you tell us about Cubav­era for hol­i­day as peo­ple be­gin to think about gift­ing.

LT: The long sleeve guayabera is a sta­ple for any el­e­gant oc­ca­sion. The guayabera was orig­i­nally cre­ated to re­place the suit blazer in trop­i­cal lo­ca­tions, due to the heat of those ar­eas. Now we see younger peo­ple wear­ing it more and more as a nod to “Cuban Nos­tal­gia.” They wear it in a more re­laxed fash­ion, with shorts and boat shoes, spe­cially the pas­tel col­ors like pink, yel­low or baby blue.

Our shirts are one-of-a-kind thanks to their trop­i­cal prints, col­ors and em­broi­dery. Our pieces are meant to stand out.

AM: Cubav­era's tagline is "Live the Good Life," what does that mean?

LT: Our '”Good Life” is all about look­ing great, feel­ing cool, and putting a lit­tle Latin ritmo and trop­i­cal sa­bor into ev­ery day. We're a brand for peo­ple who like to ex­press them­selves: with color, pasión, re­laxed and put-to­gether style, nat­u­ral charm and con­fi­dence. So you can feel good about liv­ing your own way, ev­ery day, with no need for a get­away.

AM: Will Cubav­era have any celebrity part­ner­ships or am­bas­sador­ships that we should keep an eye out for?

LT: We have worked with many Latin celebri­ties like Gabriel Coronel, Wil­liam Valdez, Wil­liam Levy and a lot of bas­ket­ball play­ers, es­pe­cially from the Mi­ami HEAT. At the mo­ment, we are work­ing with in­flu­encers that res­onate with our con­sumers, pro­mot­ing the brand through so­cial.

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