After hearing the
complaints of several members of the Hip-Hop community, who professed their
love of tennis but desired more appealing gear, entrepreneur Marvin Coleman
has designed and developed 40 Luv Clothing, a line Coleman says is the first
geared toward the urban market.
Coleman recognized that the image of tennis has been departing from the traditional
white skirts and tops that helped defined the sport in the past.
Having worked in
the fashion and entertainment industries for over 10 years, Coleman believes
the Hip-Hop generation often influences the latest styles.
40 Luv Clothing—referring
to the term for a perfect, winning tennis score— attempts to blend sports
and fashion, catering to the urban fans who dislike conventional tennis uniforms.
The new line made
its official debut during the same U.S. Open with an advertorial on USA Networks.
“Launching
at the U.S. Open to acclaim from top tennis insiders was more than I could have
asked for,” Coleman, President and C.E.O of 40 Luv Clothing said. “Requests
poured in after the USA Networks profile, many from top urban Fashionistas.”
The company hopes
to eventually compete with the likes of established urban brands like Baby Phat,
Enyce, Sean John and Roc-a-Wear—clothing lines that also contribute to
the over $2 billion in urban fashion sales per year.
40 Luv Clothing
will be available online in winter 2004 and will make its official launch in
spring 2005 in select retail outlets.
The clothing line also plans
to conduct tennis clinics in areas that many tennis programs do not serve.
