Latest dancewear line Barre Trash

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Lucas Labrador and Louis DeFelice discovered ballet in their teens via unconventional routes. DeFelice grew up on a farm in South Carolina, and was kicked out of ballet classes at age five for bad behavior. He rediscovered dance at age 13 and began studying ballet seriously the following year. Excelling quickly, he graduated from the Kirov Academy in D.C., and later took a break from dance to earn a degree from Yale University before returning during the pandemic. He has since performed with Les Grands Ballets Canadiens, New Jersey Ballet and the International Classical Ballet of Ukraine.

Labrador is originally from the humble town of Cosquin, in the province of Córdoba, Argentina. He grew up playing soccer and folk dancing. A friend invited him to a ballet class at age 15, where he discovered his natural talent. Jumping was easy because of soccer, and at age 16, a girlfriend recruited him for The Nutcracker. He began serious ballet classes at 17, and graduated from The Rock School for Dance Education in the USA. He went on to perform with Teatro Colón, Atlanta Ballet and Indianapolis Ballet. He now dances full-time with Ballet Nacional Sodre in Montevideo, Uruguay, run by former ABT soloist Maria Noel Ricetto.

The duo met on a tour of Swan Lake in Europe, which included stops in Switzerland, France and other cities that required long travel times. Hours in transit allowed them to bond over shared interests in design and clothing and dreams of starting a dancewear brand.

Viola Pantuso. Photo courtesy of Barre Trash.

“We love watching Shark Tank and get great ideas from that show,” Labrador says enthusiastically. Driven by a desire to improve the ballet world, they admit to knowing nothing about the business at first. The catchy name for the company came later; DeFelice brainstormed ballet-related names and eventually suggested “Trash Barre.” Labrador proposed flipping the words, resulting in the playful name “Barre Trash,” a nod to Eurotrash fashion and to taking off your trash after barre.

Their brand’s irreverent sense of humor dances close to the edge of propriety. They launched with a humorous t-shirt, because, as DeFelice quips, “T-shirts are easy.” One shirt reads, “Just Turn Out More – expert advice brought to you by Barre Trash,” while another, “Chill Vaganova,” uses sarcasm that resonates with dancers everywhere.

Both DeFelice and Labrador are savvy with digital media. DeFelice’s TikTok is full of funny reels that highlight the daily challenges dancers face. He sees it as a way to give artists a voice, and the company receives positive feedback from around the globe.

“It’s very moving,” he remarks. “We found a flavor of content that resonates with dancers. When we post a joke about ballet, it’s because we’re living it. We’re simultaneously running the company and actively participating in the world of classical ballet.”

Bárbara Mel. Photo courtesy of Barre Trash.

Labrador, skilled with algorithms, also runs Ballet World Connected, an organization he started during the pandemic that quickly grew to 340,000 followers. Initially a platform to connect teachers and dancers through free Zoom classes, Labrador now uses it and his social media expertise to help promote dance teachers’ work.

Starting the business hasn’t been easy, and they’ve encountered challenges along the way. As full-time dancers living in different countries, coordinating efforts takes a lot of juggling and back-and-forth communication. “Being consistent is challenging,” Labrador admits. Money is a constant concern. “Initially, we had to take money from our dance salaries, which was risky those first few months.”

Despite believing in their product and partnership, they sometimes went without a single sale. “Those nights when you go to bed thinking, ‘What if this doesn’t work? I put all my savings into this,’” says DeFelice, shaking his head. “Owning a clothing brand isn’t easy, but now we both feel more confident in our knowledge.”

The founders remain open to trying new things. They brainstorm ideas for new items, share them with their audience and even run polls to gauge interest. Customer loyalty is vital to Barre Trash. They value their clients, who appreciate that DeFelice and Labrador are working professionals who listen to suggestions.

“The topics we enjoy talking about resonate with our audiences,” says DeFelice. Their content stays lighthearted and humorous, and they offer special bonus content to loyal customers, such as early access to new releases and occasional discounts.

The future of Barre Trash looks bright, with plans for new products, across the board sizing, adding fun colors, along with a men’s line.

Louis DeFelice and Lucas Labrador. Photo courtesy of Barre Trash.

“It all comes down to money,” Labrador notes. “Every dollar we make goes back into the company.” DeFelice adds, “If I could snap my fingers and introduce 25 new products, I would. But it doesn’t work like that. It’s a process.”

Barre Trash’s advice for aspiring dancewear entrepreneurs? “Look at what other companies are doing – learn from them,” says DeFelice. “Give your brand an identity. Be truthful and honest because sincerity goes a long way. With dancers growing up with social media, they can spot insincerity a mile away.”

Labrador adds, “We’re not afraid. We live like our videos. It’s real, and the struggle is every day, and people respond to that.” Both agree that it’s incredibly satisfying to see dancers worldwide wearing their designs.