2(x)ist is jumping into the men’s swimwear market.
The trendy men’s underwear brand, known for its fit and fashion-forward styling, will be unveiling its first men’s swimwear collection at the Swim Show in Miami, which runs July 16 to 19. The swimwear will be featured in the Mercedes-Benz runway fashion show at the Miami fair, and will also be shown in a presentation in September at New York Fashion Week.
Ralph Beyda, vice president, said distribution will be aimed at high-end department and specialty stores such as Neiman Marcus, Saks Fifth Avenue and Bloomingdale’s, specialty shops and luxury hotels. In stores, the swimwear will most likely be merchandised in men’s sportswear departments, he said.
“We are taking what we’re doing in underwear and translating it into swimwear.…We are expecting swimwear to be about 10 percent of our underwear business the first year,” said Beyda. An annual wholesale sales volume was not available, but 2(x)ist underwear sales exceed more than $40 million, according to industry estimates.
The collection is expected to feature 11 styles in wovens and knits. There will be seven different groups offered in a palette of 50 colors. The core collection will feature solid shades while fashion groups will focus on neon brights, tropical stripes and four-way stretch seersucker that has a preppy look. Special effects will include x-logoed grommets. The company will also launch its x logo for the first time at the back center of a wide waistband.
Prices haven’t been finalized, but suggested retail will be $90 to $150. The swimwear will be sized S (28 to 30 underwear sizes), M (31 to 33), L (34 to 36), and XL (37 to 39).
Jason Scarlatti, creative director of 2(x)ist, said both the signature waistband and contour pouch lining designed in top-selling underwear styles will be incorporated into the swimwear.
“We’ll be featuring styles from our most popular underwear silhouettes with a contour pouch in the swimwear. It helps the fit and it looks sexy — not like styles you typically see in [men’s] swimwear,” said Scarlatti.
Describing the 2(x)ist customer, Beyda said, “He’s someone who is interested in great fit, quality and comfort. He’s between 18 and 36, but we are really trying to capture the guy in his late 40s who’s really body conscious. This swimwear is definitely for the body-conscious consumer.”
The launch of swimwear, which is being designed and produced in-house, follows two other brand extensions: a line of men’s dress and athletic socks produced by High Point Designs, which was introduced this spring, and a line of men’s loungewear for holiday 2011. The loungewear is produced under license by Intimo.
As for what’s next on the licensing agenda, Beyda said more brand extensions are planned.
“People have been asking us ‘What has taken you so long to do brand extensions?’ We now feel the time is right...We are in conversations to do footwear, skin care and sunglasses,” said Beyda.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)