#john whitledge

[sunraysandrunway]

Trovata Fall 2006 Ready-to-Wear

[willamsonprandshowroom-blog]

TOMS Eyewear Unreleased Video Featuring Creative Director John Whitledge of Trovata

(Via The GQ Eye) 

[nouglyduckling]

Taken by Trovata

Since I live in Orange County, California, I’m always on the lookout for home-bred fashion.  Obviously, most of the surf brands are out here and are quite prominent lines (i.e., Quiksilver, Volcom, Oakley).  But once in a while, I’ll actually spot a fashion label that isn’t totally surf/skate.  One of these labels is one of my latest favorite designer lines: Trovata (www.trovata.com).

Based in Newport Beach, Trovata specializes in casual contemporary apparel. The clothing line is noted for combining an East Coast preppy look with a West Coast surfing appeal. (Maybe that’s why it appeals to me so much – it’s a line that captures my bi-coastal sensitivities!)  The Trovata look embodies a disheveled prepster look (think blazers, stripes, shirtdresses with a deconstructed look), and is available in both a men’s and women’s collection.

The clothing line was started in 2002 by John Whitledge and 3 college friends, and has won numerous awards for their achievements in design, including a $25,000 Ecco Domani, the coveted $200,000 CFDA/Vogue Fashion Fund and the CFDA’s Swarovski Perry Ellis for menswear.  However, since 2006, after the other partners left, Whitledge has carried the label solo.

The line is available in its retail store in Newport Beach or at retailers such as Barney’s and American Rag.

Tweet