Whether you prefer to lounge by the pool, engrossed in a page-turning read, or you’re a true surfer who destroys waves like it’s no substantial deal, creating a versatile, high-quality summer swimwear collection is a must. And no one understands this better than the industry’s emerging swim brands. These newcomers bring fresh designs and eco-friendly fabrics to the market, making it basic to revitalize your range with the latest and greatest in the beachwear scene.
First, veteran designer David Koma just debuted his swimwear brand, Let’s swim, which centers around his love of (or obsession with) sharks, as he puts it. “For as long as I can remember, I have admired majestic creatures; are extremely critical for the ecosystem and marine life,” Koma explains to TZR via Zoom. “When I was thinking about a swimsuit line, I thought, ‘Why don’t I [sharks] the heart of the brand?‘” One of the brand’s main goals is to pristine beaches, make oceans safer and protect sharks by working with divers and charities on social projects. As for the products, they are all made from organic cotton, recycled polyamide and ECONYL, a regenerated nylon yarn made from waste materials such as fishing nets.
Meanwhile, a long-time swimsuit designer Summer rap, who held positions at Quiksilver, Amuse and Volcom, saw a gap in the market for high-quality swimwear that didn’t break the bank. That’s why she launched her own brand, Summer 78, in March this year. To achieve reasonable prices, the inventive director and founder cuts out the middleman, which means Summer of 78 sells (and talks) directly to its customers. He tells TZR over the phone, “We have a really extensive technical team and go through multiple levels of quality control, fitment and testing for everything from color to UV protection.” And the masses are thrilled with her inaugural collection (more on that below).
As summer approaches, check out six emerging swimwear brands.
Let’s swim
Let’s Swim was born just over a week ago. But the brand has been operating for almost four years. According to Koma, the idea came to him while on vacation with friends, specifically over a cocktail. Now he can finally share it with the world. “It will come out in a few drops, and the whole story will be told in the third or fourth drop, because I have certain points of view and narratives in mind,” he says of the Let’s Swim concept. For the first collection, the designer focused on ’80s silhouettes – think high cuts and butt-baring pants – as well as classic, timeless colors, including black, white, red, blue and yellow. You’ll also find references to this decade through campaign imagery that references Playboy and the Pirelli Calendar.
He would cry
Kióhne was created in 2021 by founders Lydia Vousvouni and Amelia Theodoropoulou, who met while working at the Athens label Zeus+Dione. Sharing a love of Greek craftsmanship (they are both Greek), friends and current business partners have joined forces to launch the swim and resort clothing brand. Result? A mix of timeless and current suits inspired by architecture, nature and summer in Greece. Not to mention Kióhne considers Gwyneth Paltrow a fan – check her out Photo session 2022 for the Financial Times with black color Bay suit.
Summer 78
Named after the year Rapp was born, Summer of 78 aims to provide consumers with classic yet sexy swimwear at a wallet-friendly price. “Our palette is narrow and timeless for the brand’s launch, but as summer arrives we’ll introduce fun prints and brighter colors,” says the designer. And although the label has only been around for two months, it is already attracting attention. “Our costumes are doing really well, even better than I thought,” Rapp, who also owns a design agency Add black, explain. “Best selling group so far is French Wave; the look is a bit compressive and holds you in place.” And Rapp herself can’t get enough of bandeau tops. “I wore them as an outer layer with jeans or high-waisted trousers.”
Follow suit
Brigid Smith dreamed of having her own swimwear brand at the age of eight, and in 2020 she turned those aspirations into reality with Follow suit, a quirkily adorable line created by skilled seamstresses in Fresh York City. “We create elements of artistic bohemia, the aim of which is to capture the joy of life that each summer season brings,” summarizes the label on its website. Smith’s vision comes to life through cutout one-pieces, petite floral bikinis, and more playful swimsuits that are sure to spark joy (especially for die-hard maximalists).
Masara
Much like the brand ethos of Let’s Swim, a three-year-old brand Masara, which means “soggy”, was born from founder Francesca Fabris’ passion for offering consumers fashion, especially beachwear, that is better for the Earth. With this mission in mind, Fabris reached for the previously mentioned ECONYL yarn. Sourced and manufactured in Lombardy, Italy (a city just outside Milan), the collection runs the gamut from classic black thong bikinis to neon ’80s-style one-pieces. In other words, there’s a suit to suit every style sensibility and every outing. .
Mello Etiquette
Bring your swim collection to Rio de Janeiro with co-founders Cindy Mello and the Ryan Horne brand Mello Etiquette, founded in 2020. The label pays homage to ancient photos from the 1980s captured in the Brazilian city. The products are equal parts sexy and fun, decorated with abstract prints and fun shades. Sustainability is also a cornerstone of the brand – everything is designed and manufactured in Los Angeles.
