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Menswear brand Cubavera celebrates its 10th anniversary
19
Apr '10
Cubavera, a member of the Perry Ellis International family of brands, announced it is celebrating its 10 year anniversary. The menswear brand, renowned for translating the sabor/flavor and vibrancy of the Latin lifestyle into modern styles popular with multi-cultural and cross-generational consumers, is proud to celebrate this milestone.

The guayabera shirt originated in Cuba over 200 years ago. Spanish immigrants in Cuba designed the shirt in the early 1800s. Farmers who sold their fruits near the Spanish colony city of Trinidad wore the first versions of guayaberas. Locals called these vendors "guayaberos", a reference to the tart indigenous fruit guayaba (guava) that provided their sole source of income. There is some debate as to whether the shirt originated in Mexico or perhaps the Philippines, but this only adds to the legend of this unique cultural icon.

The guayabera is an iconic shirt symbolic of Latin culture. Guayaberas come in all shapes and sizes - cotton, linen, with embroidery and pockets. They can be worn at any casual or formal settings such as weddings. Since its inception the Cubavera brand has taken authentic fundamentals from the traditional guayabera, and fused it with innovative fabrics and design for a new twist on a traditional staple. The line has developed from its signature shirts into a collection offering a variety of suit separates, shirts, jackets, pants and shorts. Design inspiration represents cool, clean and relaxed elements combined with innovation, uniqueness and colorful appeal.

Chairman and CEO George Feldenkreis, who has been referred to as the "El Rey de las Guayaberas/ The Guayabera King," first manufactured guayaberas in 1967 under the label Romani. With the explosion of the Latin market, the company decided to go back to their origins and address this untapped niche market by launching Cubavera in 2000, reintroducing the guayabera with authenticity fused with modern fashion and design progression.

"The way customers have embraced Cubavera illustrates the integration of Hispanic immigrants into this very welcoming host country, and we have been at the forefront of this growth," commented Mr. Feldenkreis. "I am proud to see Cubavera being worn by such a diverse mix of customers. We are a leader in Latin-inspired apparel, and I am honored as both a Cuban and the founder having witnessed the growth of this niche business over the years."

Perry Ellis International Inc

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Courtesy: India ITME

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