Swim Briefs


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.… Read More

By Ellen Lewis


It’s a down time in the swim business right now, although suits continue to sell.  September and October are a good time for creative contemplation.  What’s more provocative than the illustrations of the vintage pin up artists. Swimwear  has always taken a place front and center in this purview.


By Enoch Boles & Jim Shaeffing


By Pearl Frush


By George Petty & Howard Connolly

Gil Evgren

By Gil Evgren


Arthur Sarnoff & Earl Moran


 Unknown Artists

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Hot Trends ~ Swim 2015

By Jennifer Cermak

Gottex-Mercedes-Benz-Fashion-Week-Swim-2015-MiamiGottex at The Mercedes Benz Fashion Week Swim Show

After the great Swim Show, I got knocked in the head by my lovely 2-year-old daughter. This little bonk caused an abscessed tooth, root canal, infection, hospital stay and lowered my immune system so now I find myself with a sinus infection and cold during the end of summer. Needless to say working 2 to 3 hours a day on painkillers and cold medicine is not that fun.

With a month long to consider how to re-cap Miami and discuss 2015 trends – here are my thoughts:


Lapis blue is everywhere.… Read More

By Ellen Lewis


As I dive deeper and deeper into the viability of swimwear business in Lingerie stores, I can’t help but examine the influences of the past on today’s amazing bathing suit styles.  It’s fun to see the evolution from more is less to less is more.  I stopped after the 80’s. I can’t quite wrap my head around the idea that the 1990’s is part of the “retro” world. Not yet, at least!



1930 sw


1940 sw




1960 sw







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By Jennifer Cermak


Another record setting day in the Midwest, and I find it hard to be excited about swimwear when our high temperature of mid-July day may hit 60.  So instead of thinking about soaking up some (non-existent) sunshine, I begin to ponder function.

Blue_Front_StepIn2NowaStepIn2Now Swimwear is a new company that offers solution styling geared toward people with arthritis. The genius of the swimsuit is that it is a two-sided design that allows its users to simply step in to it. No twisting, no turning, no bending, and no pulling up the back.… Read More


Festive 4th of July outfits tend to err on the cheesy side – but splashing a little national pride into your weekend swimwear choices or your store window displays is always welcome. All we ask is that you dive into the style with class.

A great way to pull off the color block trend, and if done right this suit will play into nautical styling all summer season long.


Fendi Color Block Lycra Bandeau Bikini

Stars and hearts! This little bikini is a fantastically fun print to show your patriotic and nautical love.  … Read More

By Jennifer Cermak


Stand Up Paddle boarding is exploding in popularity in Minneapolis and St. Paul. With our abundant lakes and rivers, the Twin Cities are the perfect location for this new sport. SUP has a heritage tied to the birth of surfing in Hawaii, and I am thrilled to pick up my new board this week (a pair of NSP surf betty’s) for my sister and me to use on Medicine Lake just beyond my back yard.


Now that the board purchase is happening, I had to rethink my swim wardrobe for functionality.… Read More

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