INDUSTRY ISSUES
Planning Swim Strategy for Year-Round Success in a Season-Specific Category
By Dorothy Crouch, Contributing Writer | May 8, 2025
California Apparel News asked swim-industry insiders: What is the single most-important piece of advice you feel is crucial for your associates, colleagues and peers to plan a successful swim strategy for the remainder of the year?
B.Swim Charts a New Course
When Sunsets Inc. wanted to take its B.Swim brand in a different direction, it hired Stephanie Graves to set the course for the label.
Free Bella: Sustainable Swimwear at a Reasonable Price Point
Francesca Lagudi was still in fashion school when she launched her swimwear line, called Free Bella, two years ago.
Lolli Swim: All Things Gidget and More
As a kid growing up in Upland, Calif., Vy Nguyen swam practically every day. If she wasn’t in a swimming pool, she was at the beach. “I was just obsessed with swimming and the beach,” said the founder of Lolli Swim.
Beach Scene Miami
Miami Beach Scene
Lost Finds Territory for New Stores
Lost, a surf brand that’s about 25 years old, initially defined itself as a company that makes world-class surfboards bearing the logo …Lost. But over the last few decades, the brand has evolved beyond surfboards to surfwear with plans for retail expansion.
2017 Newsmaker: After Bankruptcy, Quiksilver Changes Name and Goes on the Offense
About a year after emerging from Chapter 11 bankruptcy protection, Quiksilver Inc., which had been one of the world’s dominant surf brands since the late 1970s, changed its corporate name.
Z Supply Taps Maui and Sons for Icons of Culture
After taking a look at classic surf heritage brands Ocean Pacific and Gotcha, Irvine, Calif.–based Z Supply LLC has unveiled the next brand in its Icons of Culture series: Maui and Sons.
Footwear Brand Sanuk Slides Into Apparel
After more than two decades of making flip-flops and footwear for the surf and beach crowd, the Sanuk brand is trying apparel.
LA Swim Week Starts on Irreverent Note
For its second run at the Skirball Cultural Center in West LA, the Los Angeles Swim Week fashion shows started on an irreverent note.
Reef Founder Aguerre Brings Wild Style to Waterman’s
Reef brand founder Fernando Aguerre ushered in the irreverent sartorial style of the annual Waterman’s when he arrived at the inaugural event in 1993 wearing a sarong and a 1920s-era vintage dinner jacket.
Cruise 2018 on the Runways
Miami Beach once again became the epicenter of swim fashion when the swim trade shows—Miami SwimShow, Hammock and Cabana—opened their doors while runway producers Swim Miami, Funkshion and Art Hearts Fashion hosted more than 50 catwalk shows showcasing Cruise 2018 collections.
Waterwear Cruise 2018 Textile Trends
Textile Trends
Sun, Sand, Surf and Sports
Los Angeles’ Venice Beach is world famous for its crowds of sun lovers and fitness buffs.
Siloett Gets a Made-for-TV Makeover
With decades of swim business experience and a label on the rocks, the Handy family found an avenue to rebrand and rebuild on reality TV.
