Surf/Skate Brands Focus on Swimwear
Swimwear is to surf/skate brands as coffee is to Starbucks. It’s a necessity. But that doesn’t mean action-sports brands are churning out predictable, uninspired bathing suits and boardshorts. On the contrary, these brands are pumping plenty of innovation and finesse into their waterwear.
The surf chick, with her tomboy bohemian vibe and perennial tan, has been a source of inspiration since surf brands started making suits. And while that girl still factors into the design direction, now action-sports brands are also looking to a more fashion-forward girl as the muse for their bikinis. Out with the hibiscus, in with the eyeliner.
Earlier this year, Costa Mesa, Calif.–based Hurley made waves when Bar Rafaeli, the high-fashion model who has starred in its print ads since 2008, designed a daring “little black bikini” that got fashion editors swooning. Since then, Hurley has set up a page on its Web site dedicated to the little black bikini, complete with press clippings, sexy photos, behind-the-scenes videos and a “buy it now” button that lists stores in places as far-flung as Norway, Australia, Panama and Israel. The limited-edition suit retails for $120 and, with its skimpy cut and inky color, is more catwalk than boardwalk in its appeal.
Quiksilver Women, the fledgling fashion brand from the Irvine, Calif.–based surf giant, launched contemporary swimwear for Summer 2010.
“I wouldn’t say the beach girl is not our inspiration; the Quiksilver Woman definitely has the beach in her blood. However, a lot of our inspiration comes from the girl who is laying poolside in Palm Springs [Calif.],” said Jennifer Barrios, senior merchandiser for the brand. “Our designer actually looks back a lot at what her mother and aunts wore in the ’70s.”
The suits—cut from a sophisticated palette of coral, teal and a floral-print plum—have piqued the interest of both traditional surf accounts and high-end specialty retailers, including American Rag, Revolve Clothing and South Moon Under. The suits range from skimpy maillots to sexy string bikinis. Coverups aren’t in the works for Quiksilver Women, but Barrios points out that plenty of its apparel pieces are perfect to toss on for a beach or pool foray.
Vans, the quintessential skate-shoe brand, has turned its sights on women with the debut of a women’s apparel collection and the Summer 2009 launch of its women’s swimwear line. Packed with hipster bottoms, bandeau tops and quirky suspender bikinis in European cuts, Cypress, Calif.–based Vans sells its swimwear collection for $60 retail. Reversible styles and prints borrowed from Vans’ apparel collection keep the brand’s DNA alive in the swimwear collection.
Fox, the Irvine, Calif.–based motocross brand that in the past has made women’s rashguards and boardshorts, debuted a collection of fashion-forward swimwear for Spring 2010. Packed with 16 moderate-coverage suits in maillot, triangle and halter styles, the new Fox swimwear collection is targeted to a wide distribution, from pricier specialty stores and swim shops to core surf shops. Cut from faded brights and logo-prints, the suits are “very easy to wear,” according to Tiana Becker, Fox’s juniors sales manager. Sold as sets, Fox’s suits will retail for $78 to $84.
As women’s core brands focus on fashion, men’s core brands are focusing on technical details and innovation.
Rip Curl is pushing its new Mirage line of boardshorts, which, the company said, is like wearing nothing at all. “They’re the best boardshorts we’ve ever produced,” said Dylan Slater, Rip Curl’s marketing director. Lighter and stretchier than previous incarnations, the updated Mirage line is made from polyester and features details such as welded seams and a wetsuit-waistband trim.
Quiksilver is leaning hard on Diamond Dobby, a new fabric with an embossed diamond pattern that reduces the amount of fabric touching the skin by 30 percent and therefore reduces chafing and rash—something serious surfers gripe about. The “virtually weightless” fabric also features 33 percent vertical stretch and dries two times faster than the average boardshorts, a statement from the company said. The first of Quik’s boardshorts to get the Diamond Dobby treatment are the “Megableeker” and “Tunnel Vision” styles for Spring 2009. A total of five boardshorts will eventually feature the new fabric.
