LIVING THE GOOD LIFE CUBAN STYLE

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 beginnings 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 millennial 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. 

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, especially 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. 

Read more from the July Issue and see Living The Good Life Cuban Style in mag. 
 

GRAPHIC HISTORY

All eyes are on the recent collaboration of 1800 Tequila X PUMA X Sam Rodriguez Sneaker that continues the heritage of the PUMA Clyde sneaker by the iconic sports brand. We chatted with artist, Sam Rodriguez about being approached for this project and how he blended his graffiti style along with Mayan and Aztec aesthetic to put his twist on this shoe.

ATHLEISURE MAG: Tell us about your background as we know you're a self-taught graphic artist.

SAMUEL RODRIGUEZ: My name is Samuel Rodriguez and I am an artist based out of San José, California. My work has shown in public spaces, museums, companies, galleries, the internet, and editorial media. For a number of years, I was self-taught through graffiti, until I later decided to expand my studies through the pursuit of a Bachelor in Fine Arts at California
College of the Arts. I have since blended what I absorbed in both experiences to create my style and figure out the next steps in my career

AM: How have Mayan and Aztec art influences been important to the designs that were incorporated into your sneaker?

SR: The Mayan and Aztec language are indigenous to Mexico so I thought it would be a good starting place. However, I also did not want to simply repeat what they did as it would have been out of context to this time period and project. Using this influence as a starting point, I thought about how they were communicating messages back then and asked myself how that could look through my perspective today. That’s why you see modern typography, graffiti,
and hip-hop style headwear weaving throughout the illustration. What I like about this project is that it pairs together indigenous, home-grown ingredients with contemporary ones.

AM: Were you a fan of the Clyde sneaker prior to you working with PUMA?

SR: Yes, very much so, this sneaker was everything to me during my formative years. I got my first pair at age 12, the same year when I started writing graffiti. A lot of people that I looked up to would sport these. I would see Lowriders, Breakdancers, Cholos, and other Graffiti guys wearing them. Although these sneakers first became popular because of NY hip-hop, here at home we mixed them with our local flavors. For example, I would sport them with creased
jeans, Ben Davis zip ups, Derby Jacket and a flipped up Cap. There were all sorts of West Coast variations, I remember some people wearing them with Cascade shirts, hairnets and all kinds of
local styles. It’s a shoe that reminds me of good times when I was introduced to the streets, but more importantly when I began my lifelong passion in art.

AM: How did the 1800 Tequila X PUMA X Sam Rodriguez collab/partnership come about?

SR: I was initially approached by Hypebeast. I was surprised and excited when they shared the details of the project. Designing a Puma Clyde was definitely an item on the bucket list.

AM: Sneakers are definitely important in our wardrobe, but what statement besides style do you feel that your work creates in terms of creating social/historical/cultural conversations?

SR: Style is something that a person grows into. It is your personal voice, but then you ask yourself, so what? From this comes the content of the work. I use my style and life experience
to speak on social/historical/cultural conversations. Art is more interesting when it is relevant
and responds to the current time period. Furthermore, it serves as a mark in history.

Read more from the May Issue and Graphic History in mag.