Swim Briefs

Your Bikini Days Are Not Over

By Jennifer Cermak

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We have been hearing reports that tell consumers not to wear bikinis after age 47. What a load of rubbish. I’ll wear one when I am 80! (& I will still be convincing you to wear one!) After all, wearing a bikini is part confidence, part comfort, and part the right suit.

Every day we have a customer say: “I will not wear a bikini unless it has full coverage, support and does not pinch my muffin top. Also, I need to look like I lost 10 pounds and I do not want a suit that looks too old lady.… Read More


Swimwear 2014 Resort Trends

By Jennifer Cermak

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Arriving to stores mid-November, the 2014 cruise collections feature ethnic prints in bold colors like lagoon blue and tropical orange. Purple and lime move into accent colors featured in trims and accessories. And of course, the best bright white and jet black monochrome duo’s hit the shelves just in time for people to purchase a great happy hour suit.

So what is the lifestyle of the cruise customer? Lets break it down into 3 main activities that I hear my cruise customers being excited about.… Read More


By Jennifer Cermak
Cruise season is fast approaching and that means switching gears into 2014 style and trends. I think it is a perfect time to recap Mercedes-Benz Fashion Week SWIM. Each show is invite only and features one designer showing in the famed white tent. Some shows I loved. Some shows I did not understand. (Picky, I may be…) Being at every single show is a bit overwhelming, and the shows tend to be focused on the skimpy. Looking back today, here are my two favorite runway presentations:

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There is nothing better then sitting poolside with a (Free) drink in your hand and watching a legend of a brand present.… Read More


By Jennifer Cermak

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With many retailers and media markets focused on the junior and surf brand lifestyle swimwear it is no surprise that people over the age of 20 are struggling to find the a suit they feel good in.

Most swimsuit shopper’s head to the mall, where customer service generally isn’t all that helpful. Here they find an assortment selected by buyers that are trend focused, and honestly fringe just looks funny on my 32-year-old self. Sizing is different in each brand, and styles are unrecognizable on a hanger.… Read More


nali-nanuSubmitted by Jennifer Cermak, owner of Nani Nalu Beachwear Boutique in Edina, MN

I too, have cried and verbalized self-pity alone in a fitting room with piles of swimsuits that covered too little or looked too horrid. I have been there, that dark and scary ‘I hate swimsuits’ and by default ‘I hate my body’ place. After 10 years in the swim industry working for others yet struggling to find a great fit myself, I had to do something to about it. I set out to ease the fear and pain swimsuit shopping brings by helping women find the perfect fit.… Read More


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