California Apparel News

Fans of the HeartSoul juniors line will soon find a collection of swimwear and coverups following a licensing agreement between Gardena, Calif.–based Big Strike, owners of the HeartSoul brand, and Miami-based swim maker In Gear Fashions Inc.

The agreement covers all of Big Strike’s brands—including Soulmates, Love Haight, Halo, Tracy Evans, Star City, Workshop and Sugar High—but the first collection to debut is HeartSoul, which bows at the Miami SwimShow in Miami Beach, Fla.

The boho-chic collection takes inspiration from music festivals, island getaways and surf culture.

Featuring sunset scenic prints, bold graphics and global-inspired patterns as well as beading, braiding, ruffles and knotted details, the collection includes flirty bikinis, one-pieces with cutouts and coverups.

“Our HeartSoul brand is all about being feminine and instantly recognizable, cool and desirable, with reliable fit and construction at an affordable price,” said Kevin Mahoney, chief executive officer of Big Strike.

Designed in Los Angeles, the HeartSoul Swim collection is wholesale priced from $15 to $24.

“HeartSoul is a very strong brand and has a loyal customer base,” said Kevin Frija, president of In Gear Fashions. “The much anticipated HeartSoul Swim collection will be girly and flirty, with all the special accents the HeartSoul customer is looking for.”

Abi Smith, head designer for the collection, said the line is based on a range of different girls. Before designing the line, Smith, who is based in Huntington Beach, Calif., spoke to potential customers.

“I do a ton of research,” she said. “I go out and talk to our customers and ask them what they want.”

The HeartSoul collection includes sexy, skimpy styles as well as styles for more-modest customers. The line also incorporates HeartSoul’s signature animal and chevron prints as well as earthy tribals and watercolor prints, Smith said.

The unique prints are carried through to the coverups, which include crop tops, drawstring pants and several dresses with interesting back detailing.

For more information about HeartSoul Swim, contact Patti Luner, In Gear’s director of sales, at (818) 424-8357 or pattil@ingear.com.