Room to Grow
L*Space’s Monica Wise is dreaming beyond the beach
Swim designer Monica Wise is on a roll. In 2007, L*Space, her line of contemporary swimwear, was named “Swimwear Brand of the Year” by the Surf Industry Manufacturers Association. Now, Wise is looking to take her distinctively sexy aesthetic beyond swim.
Walk the show floor at Surf Expo, the MAGIC Marketplace or the Action Sports Retailer Trade Expo and you’ll see plenty of skin and flash. You’ll also see Wise holding court in her minimalist booth packed with eager buyers. Perpetually tan and with a windswept air, Lake Forest, Calif.–shy;shy;shy;based Wise sits on the floor, describing the details on her deceptively simple suits while buyers comment on prints and watch her beach bunny models. Gimmick-free, Wise relies on the authenticity of her connection to the beach lifestyle to continuously offer compelling product. Ten years after launching, L*Space sells at key retailers across the swim and contemporary markets, including Anthropologie, Victoria’s Secret, Madison, The Closet and Diane’s.
WaterWear’s Erin Barajas caught up with Wise to talk about maintaining freshness season after season and the designer’s plans to grow the L*Space brand beyond sexy bikinis.
How did you become involved in the swim industry?
I’ve always had a passion for swim. I grew up on the beaches of Florida in swimwear. It is just part of who I am. Professionally, I came to it in a kind of crazy way. I was a banker, and it was pretty boring. In 1997, at about the same time I started L*Space, I also opened two swim/surf retail stores in Florida. That didn’t work out, but L*Space, my first venture into swim design, took off.
Having designed the line now for 10 years, how do you keep L*Space fresh season after season?
I focus on never getting stuck in a theme. I’m very open-minded about my choices of fabric, finishes and hardware. I ask for opinions from my suppliers and let them tell me what they are seeing and what is new. That can be difficult, being willing to change season to season, but it always works out. My core aesthetic stays the same. I make suits with a skimpier cut and a very contemporary, boutique-friendly vibe. I don’t make mass-market suits—that doesn’t interest me. My target is specialty stores.
You won SIMA’s “Swimwear Brand of the Year.” What was that like?
It was really cool, and it opened a lot of doors for me. Of course, I like being validated, but I didn’t realize how many retailers actually follow the awards. Retailers were calling me, competitors were calling me and I opened key accounts because of the clout of having won that award. It helped retailers trust the brand, and it has meant so much to us.
What’s next for L*Space?
If everything goes the way I hope, I’ll be expanding my brand to include shoes, accessories and clothing. I may be partnering with an investor, and that will allow me to grow beyond the one season of swim I produce now. It’s a strategic move. As a company, we need more time on the retail racks. With swim, you’re just there for one season, but with clothing, shoes and accessories, I can be there for much longer. I’m also looking for a sponsor to support a fashion show during Mercedes-Benz Fashion Week Miami Swim.
What will the new L*Space product look like?
It’ll be very contemporary in feel. Cute little totes, glittery shoes. I’ll be making great dresses in solid colors that relate to the swimwear but won’t be matchy-matchy. In that sense, it’ll be very Resort. There will be shorts and tops and dresses that you can wear to the beach and sell alongside the swimwear, but they can also be sold independently and worn every day. We’ll be targeting a wider distribution, too. Hopefully, we’ll start by showing at the Project Global Trade Show [in Las Vegas] in August. I’m very excited about it. Having a partner will also allow me to add another swim collection, which would be great. It’s been a pretty wild time, but I am so excited to get started.
