MIAMI HERALD ARTICLE
Low-cut halters, butt-revealing shorts, flared pants with V-waists, capris with
comets of color bolting down the calves, spaghetti strap tanks. In exercise wear
stolen directly from "Sabado Gigante"'s costuming department, women are working
up a sweat over the latest workout wear from the land that gave us the
lower-than-low Brazilian jean. What accounts for the trend? Chalk it up in part
to Latina role models who aren't afraid to shake what they've got - JLo, Shakira,
Thalia - and the approximately 184,000 Brazilians who call the United States
home.
"Latino culture has always been more flesh-baring, more comfortable with the
body, whereas Western cultures, in general, tend to approve of surgical changes
and constant unsatisfied improvement," says Ana Pelayo, former Fitness magazine
assistant editor.
For Miami marketing consultant Claudia Castillo, a triathlete and cyclist,
Brazilian sportswear conveys an appreciation of the female form.
"I know that American athletic sportswear lines are trying to mass market to
their idea of the American woman. ... They have a mannequin in mind of, like
Katie Couric, and most Latin women like myself don't fit that shape."
Flattering fit
In Brazil, it's common for people to spend half their day at a gym - a place
where exercise blends with socializing and exercise gear makes a lasting
statement. And although Americans most often adopt a get-in, get-out workout
mentality, more gyms are opening across the nation that have adopted the
Brazilian philosophy. At Clay, a year-old gym in New York, members stay for
eight hours or more. They can get their dog walked or their car washed, their
faces primed with Botox or dine at a full-service restaurant.
The Latino influence within that burgeoning gym culture has answered a thirst
for diversity among members who are tired of the same old step class. Hundreds
of aerobics instructors across the country teach Afro-Brazilian dance or
high-intensity cardio set to live drum and salsa, merengue, and cha-cha rhythms.
But sex appeal and leisure don't at all conflict with athletic prowess.
Says Pelayo: "The Williams twins, Mia Hamm, all the WNBA players, they represent
a kind of body-image freedom thanks to their proven athletic ability. And that,
by some definition, is the ultimate in sexual power."
Brands such as Nike and Reebok market high-chested tanks and pants with
waistbands a mile above the navel; designers of Brazilian gym attire cut their
designs differently. Waistbands are tapered with deceptively slimming V-lines.
For women who are bustier, the jog bras have shelf-supporting harnesses,
creating a "lift up and separate" effect thought possible only with lots of
tape.
Made from a form of nylon called Supplex, Brazilian sportswear appears to fit a
Barbie modeled after supermodel Giselle Bundchen when it's on the hanger.
"It's so tiny. My clients usually take one look at it and think their
10-year-old niece would look great in it," says Shirlee Fernandez, a Miami
personal trainer and creator of RIO! "But as soon as they get it on, they're so
amazed!"
Colors are important in Brazilian sportswear. Mixing muted colors with the
style's trademark brights is essential to avoid looking like Charo on the
Stairmaster.
Apart from aesthetics, sportswear has to last through severe strain to win over
consumers such as Stephanie Balint, a 28-year-old national champion triathlete
who lives in Miami.
Balint's daily routine consists of a 30-mile bike ride and a four- to five-mile
run before starting her day as a lawyer. After work, she usually hits the pool
and then finishes the day with a "cool down" jog of four miles. Too petite for
the usual Sports Authority fare and too in shape not to show it off, Balint
wears Brazilian sportswear when she's training.
"It's a convenience to me because the material is strong and in Miami heat you
don't want a lot of clothes on anyway," she says.
One of the biggest successes in Brazilian sportswear is Miami-based Blue Fish,
which reported sales last year of more than $3million.
Bea Pares, 25, assists her mother, the company's chief designer Malu Pares, with
handling the burgeoning chain founded in 1998. This year, Bea Pares is
coordinating the opening of Blue Fish boutiques in Iceland and Moscow; the
company already has stores in Japan, Taiwan, and China. Their boutiques are
scattered throughout the United States, with a flagship store in Coconut Grove.
"I've been a little pleasantly surprised by the demand in the Midwest," says Bea
Pares. "Women who you would think are conservative - or live in traditionally
conservative towns - are buying clothes from our Web site."
Part of Blue Fish's success lies in understanding how far is too far. "There's
some wild things that Brazilians love to wear that I don't think would ever sell
in America," said Bea Pares. "There's a bra made out of mesh. And pants that are
cut up through the thigh and on the backside."
Originally from Sao Paulo, where roughly 70 percent of the world's Lycra is
produced, Malu Pares began Blue Fish as a swimwear company. Her success led to
active wear. People wanted cover-ups.
"No one expected the kind of success we've had," said Bea Pares.
Fernandez is just beginning to see the payback with RIO!, a company she founded
a year ago. Today, Fernandez' designs feature plunging necklines and low-cut
vibrantly colored pants and capris.
Each is affixed with the RIO! label, which looks like a orange and blue target.
"It's supposed to resemble a part of a woman's body," she says, coyly. "You can
take a guess which one."
June 22nd, 2004
