Trukfit

Trukfit

TRUKFIT

Trukfit Launches Juniors Edition

Lil Wayne took his rapping skills to the design table when he launched Trukfit at the Agenda trade showin Long Beach, Calif., in 2012. Now the rising apparel lifestyle brand is debuting a juniors line.

Fashion adviser and artistic director Marisa Flores worked alongside the musician to create a collection for young, fashionable girls, recognizing their role in the streetwear/activewear industry. The apparel company wanted to extend its audience to women with a full-scale collection of knits, dress tops and bottoms that stay true to the brand’s ethos.

Flores, who has worked as Wayne’s stylist since 2008, was very hands-on with the design process.

“Trukfit Juniors is all about having a cool vibe,” she said. “This is for the smart, fashion-savvy, sassy, confident and cool girl. If you look at our designs, you will see that we are very fashion-forward. We took the unapologetic aesthetics from Trukfit men’s and brought it over to the girls’. I wanted to make sure that a young professional could wear a Trukfit Juniors outfit and mix and match it with designer brands, and yet her teenaged sister could wear the same outfit to school with sneakers and a backpack.”

Young Money Entertainment recording artist and actress Chanel West Coast modeled for the lookbook. Some of the knit and cotton pieces include a black-and-white checkered miniskirt paired with a heather gray tee embossed with a Trukfit logo. A yin/yang symbol with flower power and alien faces appear on one tee, coupled with a cloudy pink, zebra-print pant and hooded jacket. There is also a cobalt-blue floral babydoll dress and a net/jersey top and printed pants.

The Trukfit Juniors Holiday collection is currently being sold at select retailers, including Dillard’s and Jimmy Jazz stores, across the nation.

The full Spring ’14 collection will launch nationwide and will include neoprene and faux-fur fabrications. Each season, Trukfit Juniors will feature 60 pieces that reflect Lil Wayne’s style. “Lil Wayne really likes prints, so this was a [big] part of the brand DNA,” Flores said. “We pulled inspiration from street fashion, art, music and action sports.”

Wholesale price points for tees average $15 and hats run between $12 and $16 while the bottoms are $34.50 and knit tops are between $19.50 and $42.

For sales information, contact Amy Serino, vice president of sales at Bravado, at (212) 445-3477.