Word: havanera
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Dates: during 2000-2009
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Latin culture has joined hip-hop as a muse to the major players in fashion. Perry Ellis International announced the launch last month of two Latin-inspired and Latin-targeted women's sportswear lines: Cubavera, to be sold at major department stores, and Havanera Co., a private label to be manufactured for JCPenney. Each is an extension of a successful men's line bearing the same name. "Our Hispanic-focused brands brought in $23 million in revenue in fiscal 2003, and we expect to almost double that for fiscal 2004," says Perry Ellis International's CEO, George Feldenkreis. "At this...
While the clothes in these new lines aren't necessarily designed differently from nonethnic clothing, some bear striking Latin signatures. The Cubavera and Havanera men's lines feature tops that are inspired by the loose-fitting, four-pocketed guayabera, a traditional shirt that's popular with many Latin men. But the market goes beyond the Latin customer base. Jennifer Lopez, who launched her JLo fashion empire in 2001, has a diverse clientele, as do some of the other brands. Says Feldenkreis: "Our brands have crossover appeal." Republica Trading Co., a small men's apparel brand founded by Rafael Jimenez, started...
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