LOS ANGELES — Little about Seven2, OP’s new line of junior contemporary swimwear, resembles the run-of-the-mill surfwear of Hawaiian prints and tropical scenery.
Racier and more embellished than the standard fare, the seven-group collection of triangle top swimsuits, tight muscle Ts, longboard shorts and rash-guard tops borrows from the Sixties through the Eighties. Apparel Ventures, which also makes OP and OP Classic swimwear lines, is producing the line.
For those stuck in the Eighties, there’s the New Wave collection of white Lycra spandex bikinis with silk-screen prints with colors such as neon pink and lime, a BMX-inspired vintage OP shirt or Electric Avenue’s black shirts with hand-painted pink, turquoise or lime stripes. Retail prices range from $72 to $86.
Head designer Anna Kenney said first-year sales for Seven2 should fall between $800,000 and $1 million.
“It’s so old, it’s new again,” said Kenney, who had appointments at last weekend’s swimwear trade show in Miami with Saks Fifth Avenue, Ron Jon Surf Shop, Urban Outfitters and Bloomingdale’s. “Every group reminds someone of something of their past, and the response has been great.”
Those big on brand allegiance appreciate Seven 2’s Logo group, influenced by Louis Vuitton and Christian Dior, said Kenney. Loaded up with skater chains, the jacquard denim looks feature Seven2’s knitted triangle tops with D-rings and low-rider bottoms with attached belt buckles sporting the word “surf.”
Seven2 get more edgy with such fishnet cover-ups as a T-back dress, jog shorts and top.
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