A few months back at a showroom in NYC, I discovered a fabulous new fashion brand out of LA, called Tough Luv clothing!
It’s been killing me to even revisit the brand because I was in love with every piece the husband-half of the team, Jaroslav, showed me—and I can’t purchase it yet! (I literally wanted to buy every piece off the showroom rack–and though not much, I would’ve offered him my life-savings for it.)
With the knowledge that cotton is a closet staple, husband and wife team Elaine & Jaroslav created Tough Luv clothing to help reflect their interests and roots in art and music. The pair took easy-to-wear fabrics like french terry and jersey and transformed them into fashionable designs with feminine details and a tough edge. Because the line is made out of cotton fabrics, they are as easy to wear as a plain Hanes tee, but with a lot more style.
With extensive detailing like buttons and ruffles and a street edge, the pair have managed to mix street and femininity, resulting in a line that is for women everywhere–fun, flirty and laid-back. The line is made up of super-soft cottons, acid washed down to give them that “worn in” look, metals, raw-edged details and unconventional styling, (hello, ruffles on the back of a dress to flatter your butt!!) making each piece look as individual as you’ll feel wearing it.
I am personally dying to buy every piece in this line, so Jaroslav & Elaine, if you’re reading this–please help a NYer out…get this stuff in some stores for me!
“Tough Luv is an independent LA-based label that merges art-inspired detailing with eccentric but modern silhouettes and soft cotton fabrics. Founded by designer Elaine Lai in 2005, Tough Luv came from her desire for comfortable, casual clothing that still possessed character, attitude, and style. Each garment is made in the USA and dyed with premium treatments, then embellished by hand giving every piece its own individual identity and uniqueness while maintaining a soft, wearable feel reminiscent of a vintage tee. This is the core of what we do,
Welcome to the world of Tough Luv.”- from the designers.
Be sure to check out Tough Luv’s website!