By Andrew Asch | January 7, 2021
For years, Geneviève Andre de la Porte dreamed of bringing a sustainable, direct-to-consumer swimwear brand to market. She was originally scheduled to unveil Zonarch in March, but as state and local governments issued stay-at-home orders she thought it prudent to postpone the launch date, not the least because her sources for regenerated nylon fabrics had to close their factories, and other factories she worked with shifted gears to making personal protective equipment.
Andréa Bernholtz, founder of the Calabasas, Calif., Swiminista brand of women’s swimwear, forecasted a post-pandemic boom as she prepared to roll out the second collection of her brand’s collaboration line The House of Christian Lacroix x Swiminista.
Upon unveiling its 2021 collection, swimwear brand Snapper Rock presented new patterns and greater sustainable efforts.
Surf-and-skate retailers have been riding one of the few silver-lined waves for their businesses in the midst of the COVID-19 pandemic. Many team sports have been discouraged as public-health groups and government officials recommend safe practices to slow the spread. Gyms and fitness studios have been closed, but consumers looking for a new outlet have been discovering board sports, which don’t require being on a team or exercising indoors.
John John Florence, a two-time world champion surfer, recently announced that he was starting a new brand called Florence Marine X. Scheduled to launch for Spring 2021, Florence Marine X will offer men’s apparel, board shorts, wet suits and other categories.
Growing up in Washington state, Amanda Fronckowiak always sewed clothes, aspiring to become a designer, but she didn’t know on what category she wanted to focus. Fronckowiak might not have envisioned a swimwear-design future, but that changed during an internship in California prior to her graduation from Central Washington University.
Born in Rio de Janeiro, Bromelia Swimwear maintains its Carioca roots after a move to Los Angeles, as customers seek joy in bright colors with fun patterns to elevate the summer mood.
After learning the artistry of crochet from her grandmother’s friend at the age of 12, Shantelle Brumfield found that this craft could create opportunities. A young entrepreneur by the time she entered high school, Brumfield—or S.LadyBug, which is the name she designs under—had developed a business bringing handmade goods to her classmates in Benicia, Calif.
Since its founding in 2015, the swimwear shop Coast by Coast has always been a small operation. When sisters and co-owners Kristen and Lauren Cleary launched the store, they found themselves too busy to start an e-commerce shop.
While discussing the past seven months of extraordinary change in the fashion industry, Rod Beattie relays his gratitude for having a bit of luck.
The Billabong brand took trophies for three of the significant categories in the 16th SIMA Awards, the surf industry’s awards show.
After breaking through the traditional water-wear calendar of the past, the swim category now enjoys business year-round, meaning designers and buyers must remain ahead of style and textile trends.
After a career working as a merchandiser and buyer for Victoria’s Secret’s swim division and later for Macy’s, Kristen Cleary decided to buy a Volkswagen bus and go on the road. Her travels took her all across America and eventually to her own bricks-and-mortar swim shop, Coast by Coast, which she opened recently in downtown Los Angeles.
When it was announced on Oct. 29 that Nike Inc. had sold the influential Hurley International brand, it was the latest deal that had many surf watchers questioning the direction of the surf industry.
Designing for a client who embraces the California lifestyle, Heidi Merrick created her Autumn/Winter 2019 collection to empower women who take care of business but also enjoy the simple pleasures of life such as the coastal beauty found in the region.