Working together in the media industry for roughly 12 years, Lauren Hocker and Lacey Keally joined forces on everything from marketing to advertising. But when the pair took tennis lessons during the pandemic, their collaborative efforts moved in a different direction — fashionable tennis apparel for women. Enter 40-Love, a new tennis apparel line that blends functionality with style.
We caught up with the duo to learn about their vision, the women who inspire them, and what new 40-Love pieces to look out for.
What inspired 40-Love, and how did you bring the vision to life?
Lauren: We have a passion for both tennis and entrepreneurship, and we couldn’t help but notice a gap in fashionable tennis clothing for women our age. With our background in business, we saw an opportunity to tackle this challenge and dive into the world of textiles — a new venture for us.
Lacey: We wanted to create a line that was a throwback to the Farrah Fawcett style of tennis — classic with a modern twist. We dedicated around a year and a half to thorough research and ensuring our product met our vision. Once we finalized the product, we hosted a launch party for our tennis friends to gather their feedback. Their response was overwhelmingly positive, prompting us to proceed with the public launch.
What separates 40-Love from other tennis brands out there, and what are some of your most popular pieces?
Lauren: As a Southern-owned brand run by women who are avid tennis players, we offer a unique perspective that sets us apart. We take pride in creating tennis apparel that not only meets the functional needs of players but also brings a touch of fashion-forward style to the court. We strive to offer options that are more fashionable than the current basic offerings available.
Lacey: 40-Love Tennis is designed for women who seek both style and functionality on the court. We realize females have a variety of body styles and try to take that into account with our pieces. Our dresses feature an A-line fit for those who prefer a looser style, while our pleated skirts provide a flattering silhouette for those seeking a bit more definition around the hips.
What has been the most challenging aspect of launching a new brand?
Lauren: Undoubtedly, navigating the manufacturing realm has been the most challenging aspect for us. While Lacey and I bring experience in entrepreneurship and marketing to the table, the textile industry is relatively new territory. We’ve had to learn a lot, conduct thorough research, and come to terms with the industry’s inherent lack of urgency.
What new 40-Love pieces should we look out for this season?
Lauren: We’re introducing a lighter-weight sweatshirt just in time for spring. Plus, our new line includes straight skirts for the sportier player and dresses made with performance fabric for those scorching days on the court. And you can even personalize the sweatshirts with your team’s name!
Lacey: During the fall season, our Throwback Half-Zip Pullovers were an absolute hit, selling out quickly … we’ve restocked them in a fresh color, which will be available soon.
Additionally, our Pleated Court Skirt in sage is very popular, which is one of the reasons we used this same color on one of our new straight skirts. We anticipate both new straight skirts being well-received by players – one exudes a sporty vibe, while the other offers a more classic aesthetic.
You’ll never see me without my …
Lauren: Apple Watch or mascara
Lacey: My Tacori necklace that is a “J” for my son, Jack
Tell us one thing that people might be surprised to learn about you.
Lauren: I am a Nashville native and graduated from Davidson Academy High School in 1997.
Lacey: I was an NFL cheerleader for the Tampa Bay Buccaneers before moving to Nashville in 2007.
Name another Southern woman you admire, and tell us why.
Lauren: I recently had the pleasure of meeting Tuwanda Coleman [recently retired from Nashville’s Channel 5] while co-chairing the Friends & Fashion Event in support of Monroe Carell Children’s Hospital … she served as the emcee. I was inspired by her extensive career in the media industry, her remarkable work ethic, her timeless beauty, and her infectious positivity.
Lacey: Having previously worked in the event industry, I would say Ellen Hollis is someone I admire. She has forged an impressive path in Nashville’s event scene, orchestrating both grand-scale events and personal, intimate gatherings. Beyond her professional endeavors, Ellen is deeply committed to community involvement.
Following her son Hunt’s diagnosis with a rare genetic disorder, she established Team Hunt, dedicated to enhancing the lives of children with special needs. Ellen’s kindness, humility, and drive are inspiring — and she loves a good round of tennis!
What is the best piece of advice you’ve ever received?
Lauren: Step it up — push yourself every day.
Lacey: You can’t be successful without taking risks.
What three things can’t you live without?
Lauren: Coffee, tennis, and exercise
Lacey: Tennis, traveling, and a perfect Manhattan
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