Trovata

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  Men Trovata Jackets & Coats
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  Men Trovata Shirts
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  Men Trovata Sweaters
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  Men Trovata Vests
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  Women Trovata Dresses
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  Women Trovata Jackets & Coats
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  Women Trovata Pants
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  Women Trovata Shorts
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  Women Trovata Sweaters
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  Women Trovata Tops

From left: John Whitledge, Josiah Lamberto-Egan, Sam Shipley and Jeff Halmos.

Orange County is the birthplace of a cooler, trendier Ivy League style labeled Trovata. Trovata casual contemporary apparel brand was unleashed onto the world of hip fashion in 2001 by four dreamy surfer boys. They refreshingly mixed an East Coast preppy look with a West Coast surfing appeal. “Preppy with a distinctly nautical edge” – this was the verdict of Women’s Wear Daily. Nevertheless, while retaining its distinctive mark, Trovata puts forward every season a spanking new collection.

Trovata clothing line was started in 2001 in Newport Beach by best buddies Jeff Halmos (sales and marketing), John Whitledge (creative director), Sam Shipley and Josia Lamberto-Egan (production director). Although the boys have their own clear job titles, they are in fact all involved in designing Trovata cool apparel. Michael Macko, the vice president for men’s fashion for Saks Fifth Avenue, manages to describe in just two sentences their working relation and the secret behind Trovata’s success: “They designed the clothes they wanted to wear themselves. The four of them really were the label, and there wasn’t another one like them at the time.”

Whitledge and Halmos were surf buddies since they were six years old. They played all day long in Florida’s sun, absorbing the culture that later would define their sense of style. Years past by and Whitledge and Halmos went on separate ways. Halmos attended the University of Colorado at Boulder, while Whitledge studied in southern California at Claremont College. The two childhood friends were reunited in their senior year of college when Halmos accompanied by colleague Shipley decided to visit Whitledge in his campus. It was there where the basic plan that would turn into Trovata brand was devised. So, after a brief discussion, Whitledge, Halmos, Shipley and Whitledge’s colleague Lamberto decided to embark into a dangerous fashion voyage without connections or any formal training in the industry.

Trovata Fall 2009

The year was 2001 when the boys met with buyers from American Rag, Fred Segal and Barneys. They showcased Trovata’s first line consisting of three pairs of shorts and one polo shirt. The Barneys’ manager was impressed by the style put forward by the boys and bought their polo shirts in all colors. Trovata shipped its first collection from a Claremont College dormitory room and by 2002 the label was officially a hit. All the fashion magazines wrote flattering reviews about Trovata. DNR described it as a “hot new label”, whereas CQ nominated Trovata’s boys as “some of today’s best emerging designers”. Furthermore, Vogue described the founders of the brand as “four surfers hanging ten in the fashion waters”.

The boys moved fast and in the summer of 2002 they succeeded to expand overseas just by showing a video featuring their hip apparel to merchants from Europe, Asia and Australia. In 2003, Trovata made its debut on New York runaway and introduced a women line to the screaming fans. Next followed prestigious awards: a $25,000 Ecco Domani in 2005, the much desired $200,000 CFDA/Vogue Fashion Fund the following season, and the CFDA’s Swarovski Perry Ellis for menswear in 2006. Unfortunately, 2006 was also the year that marked the split of the four designers and founders of the label. Lamberto-Egan left Trovata to live in Seattle with his girlfriend and Shipley and Halmos decided to launch their own brand due to creative differences.

Whitledge remained to carry solo Trovata to even higher critical acclaim. In 2007, he opened the first Trovata independent boutique in Los Angeles and now the label is sold in more than 250 stores worldwide. Trovata is loved by everyone: fashion critics, celebrities, including Hilarie Burton and Jessica Simpson, and ordinary people keen on quality garments. And with every collection is clear that Trovata has found the recipe for an enduring style.