THE STORY BEHIND TRU COLORS ~
As they say in the South, “football is not just a sport, it’s a religion.”
The fanaticism that surrounds college football in the South is the high point of the fall, if you ask me. Spending Saturdays tailgating at LSU and cheering on the Tigers in Death Valley is a tradition I have been a part of for as long as I can remember.
After graduating from LSU, I worked in fashion in Dallas for over a decade. Following Hurricane Katrina, though, I knew I was ready to return to Louisiana. This time, I was New Orleans-bound.
Football season was fast approaching and now I had to find cool things to wear every week for both LSU and Saints games! An oversized men’s jersey or the female pink version would NOT do, and neither would a bedazzled logoed halter. My friends and I usually settled for a black tee out of the closet. However, now things were different in New Orleans following Katrina. The spirit of the fans and the vibrant energy was so overwhelming. I wanted to show MY sprit and be a part of my new home and the Renaissance of New Orleans!
During a Saints game, as I looked at fellow fans, a light bulb went off. I realized there was a huge void in the women’s sports apparel marketplace. Tru Colors was created as the solution by offering a line of clothing that is fashion forward and trend-right; essentially fusing women’s contemporary fashion, game day apparel and team colors. The Tru Colors customer wants to show their spirit in a savvy way, without having it literally written on their sleeves like most traditional game day apparel. Tru Colors offers a step-up approach to game day dressing: cool, stylish options that women WANT to wear, not what they have to make do with. This niche has been created to outfit the fun, fashion savvy student, alumni and supporter who wants to cheer on her team, look great or even impress her date!
Tru Colors was put into motion in 2007 and was launched and ready to ship in August 2008. Each style is named after a beloved sorority sister or girlfriend. All styles are made in the USA and produced in knit fabrications, perfect for those daylong tailgating extravaganzas!
Initially focusing on the South, today Tru Colors can be found representing YOUR team colors in over 100 specialty boutiques from Texas and Colorado to Tennessee, all for under $100!
Amy Chenevert, who grew up in Alexandria, Louisiana, is a graduate of Louisiana State University with a degree in Fashion Merchandising and a minor in Business. She has acquired and developed extensive skills and relationships while pursuing her career in fashion for the last 12 years in Dallas, Texas. Most recently she held a position for eight years as a Merchandiser and Field Stylist for Laundry by Shelli Segal.
Her responsibilities included sales at Dallas and NYC markets, as well as her primary responsibility of handling all majors in the South West and Mid West regions including Bloomingdales, Dillard’s, Macy’s, Nordstrom, Neiman Marcus and Saks Fifth Avenue. She facilitated these accounts by hosting special events, conducting trend seminars, commentating fashion shows and collaborating with store buyers and account executives regarding product development and store assortment issues.
Previously held positions include sales for Polo Ralph Lauren, Elizabeth Showers jewelry, account executive for ABS and assistant public relations manager for Neiman Marcus.
Amy has worked within her community by serving on committees in various charitable organizations such as the Dallas Theatre Center, Greer Garson Foundation, Susan G. Komen Foundation, The Family Place and Gilda’s Club, alongside her passion for fitness, wellness and nutrition. Recently she completed her first marathon, Rock-n-Roll Phoenix, AZ 2007 as well as the New Orleans Mardi Gras Half Marathon in 2008 and 2009. In 2010, Amy was featured in the New Orleans Gambit 40 Under 40 List, also selected as an honoree for March of Dimes Spotlight on Success Gala. In addition, Amy and Tru Colors were selected to be a part of the Idea Village Entrepreneurial Challenge and is now a graduate of the inaugural class of 2010.