Ropa Vieja: Clothing With Latino Sabor
An Interview With Alex Medina and Adrian Perez / Founders of Ropa Vieja
Interviewed by Kenyatta D. Pious

How did you get started in fashion?

Well, we basically decided to start Ropa Vieja because we felt there was a void of a creative, fashion-forward clothing lines that spoke about the Latin American experience. With the number of Latinos in the US on the rise, we feel there is demand for fashion that speaks to the Hispanic and multi-ethnic communities.

What does “Ropa Vieja” mean?

The name literally translates into "old clothes," however it is also the name of a very popular Latino dish, which is basically shredded steak with tomatoes and onions over rice. It is a very old dish that originated in Cuba and is now pretty popular at newer Latino restaurants. We came up with the name because it has a double entendre.

First, it calls back to that very classic Cuban dish, but at the same time, we are trying to almost redefine the name to have a more modern meaning. A lot of concepts, although executed in a modern way through the line, stem from a more traditional culture that both Adrian and I grew up with as children of parents who had come from another country. So the line is meant to try to celebrate that culture and how the culture evolved growing up in the US, with parents from another country. We felt the name “Ropa Vieja” captured all of that, so we rolled with it.

That’s very interesting. We have a similar dish in New York called “Lomo Saltado” that I recently had and it is amazing! Tell us a little bit about your collection.

Our line is all about sharing some of the “sabor” [flavor] of the Latin lifestyle. We aim to celebrate our culture through fashion with a fresh, new perspective. There are an estimated 40 million Latin people living in the US today, we feel that the Latino experience is the American experience.

Who is your ideal client and why?

Our ideal client is a fashion-savvy, trendsetting, rice and beans loving, salsa dancing, telenovela addicted, brown and proud innovator! (joking) We designed our line to appeal to everyone who wants to share in the Latin American experience, no matter what race, sex or age.

What pleases you the most about your collection?

Although the Ropa Vieja brand is stylish and fun, what we are most proud of is the fact that through fashion we are given a medium to share a voice that isn’t always heard. Garments like our “90 Miles to Freedom” or “Che Ain’t My Hero” are both very fresh designs, but also carry a grander message.

Because your line has a Latin-American aesthetic in mind, do you consider yourself an “urban” brand? Why or why not?

While we do consider ourselves an “urban” brand, we chose not to categorize ourselves solely by that label. The concept behind our line is somewhat inspired by the urban setting we live in, but the message has a much broader appeal and demographic.

What forms of advertising do you rely on to get the name out?

Because the line is fairly new, we have relied mainly on press and promotion though the internet, editorials, and television. At the same time, we are working on a large advertising push, and look forward to being involved in more fashion/ trade shows.

From a fashion perspective, is there anything that you are sick of seeing?

Personally, we are a bit tired of some of the obscenely baggy urban looks out there. What at one time separated the “urban” look from the rest has become very commonplace and is no longer evolving. Even more seminal Hip-Hop artists like Kanye West and Common have shown themselves to present a different version of a more refined and dressed up urban look. We prefer a better, more comfortable fit for our shirts and clothing. That is also part of what we think helps us stand out from the typical “urban” brand.

Your collection can be purchased where and what is the price range?

Our line is available at www.miropavieja.com. Also, we are available at some finer retailers throughout the east coast. Check the website for listings. Most of the items in our line currently range in price between $20 and $50.

What is next for your collection?

We have plans to expand both our men’s and women’s lines over the next year. Another expansion point is that we plan to take a more pan-latin approach to our designs, so that we can promote the diversity found within the Latino community.

Any other comments?

Just be on the look out for big things from Ropa Vieja in 2006! We will be spreading the “sabor” and staying “delicioso” for all our fans.

For more info:
www.miropavieja.com