Trovata is a Newport Beach,
company that specializes in casual contemporary
apparel. The clothing line has gained notoriety
for combining an East Coast preppy look with a West
Coast surfing appeal. Trovata is notorious for their
use of buttons and stripes. The clothing line was
started in 2002 by college friends Jeff Halmos,
John Whitledge, Sam Shipley, and Josia Lamberto-Egan,
and has won numerous awards for their achievements
in design, including the Ecco Domani, CFDA's Swarovski
Perry Ellis for menswear and a $200,000 grant from
the CFDA/Vogue Fashion Fund. John Whitledge is the
only one left from the original group that started
the line. In 2009, they sued the chain Forever 21
for ripping off their ideas-the chains sold styles
nearly identical to those of the Trovata line.
Trovata recently opened their first store on 31st
Street in Newport Beach, CA.
Each season of the label's clothing is based on
a fictional story that the purchaser can read through
as they acquire more apparel.
- Season one: a California boy that was heavily
involved in the surfing community whose parents
send him to the East Coast for boarding school
- Season two ("Pompous and Penniless"):
a family in Paris in 1959 in the candy business
that has gone from a lavish lifestyle to poverty
from ill-timed business decisions.
- Season three ("A Mountain Spelled M-U-R-D-E-R"):
a murder mystery