Rash Guards Rule ~Commando© Swimwear

October 16, 2014


Having lived a good part of my young adult life on the south shore beaches of Long Island, NY  I was pretty familiar with the particular fashion life style of the surfing obsessed.   It’s all about utility, function and comfort and of course the bikini reigns. But the most interesting focus for me was the rash guard.  It’s presence in this market goes way beyond its original purpose: protection. It was not until I decided to take a dip in the swimwear business that I realized just how big this category is for retailers who indulge. Borrowing and sharing trends with the Intimate world,it makes perfect sense that Commando decided to venture into this very productive category. Utilizing their proprietary raw edge construction, luxury fabrics, dynamic prints and the very important  UPF50 sun protection factor, they are carving their own niche.







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Swim Briefs


Contributing Authors

Ellen Lewis, Publisher of Lingerie Briefs: My merchant’s curiosity has taken me on a swimwear journey from the Miami Swim show to many shops whose robust businesses claim between 10 – 20% generated from swimwear. We began this swim column in order to highlight this potential. My research has led me to a very interesting conclusion: Swimwear is a fit business parallel to Intimates, but Swim stores and Bra Fitting stores approach the process in very different ways. Fit is priority, absolutely, in both venues, but the similarity really stops there.
Kimberly Berger is the founder/owner of Lion’s Lair Boutique Located in Islamorada in the Florida Keys. Established in 1996, Lion’s Lair Boutique has become paradise for the well-endowed and hard to fit woman. Specializing in larger cup sizes and plus sizes, Lion’s Lair offers the largest selection of cup sized swimwear, lingerie and clothing in the United States, quite possibly the world. Kimberly and her staff were the first to introduce the ‘swim bra’, an underwire garment that is designed to be worn under a tankini shell. The ‘swim bra’ offers the larger cup customer the same support as a bra but is made out of fabrics designed to get wet. Kimberly shared the concept with the designers at Eveden and shortly thereafter Elomi Swimwear was born. Designers from all over the world come to visit and consult with Kimberly and her staff who have truly become the voice of the consumer. It has become a destination store to woman seeking hard to find sizes, and an exceptional shopping experience.