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Theory Dives Into Men’s Swim

Theory men's swimwear debuts at retail this month in time for the resort selling season.

NEW YORK — Theory men’s swimwear debuts at retail this month in time for the resort selling season. The first swim offerings from the contemporary, New York–based brand were originally slated to be in stores next spring, but the company moved up shipments due to retailer demand, according to Christopher Manley, president of Theory men’s wear. 

The line will be available in about 75 wholesale doors, including Saks Fifth Avenue, Neiman Marcus and Bloomingdale’s. Swim will also be stocked by the six Theory freestanding stores that sell men’s wear.

“This extends our lifestyle offerings in men’s and is part of our push to add more casual product to the Theory collection,” said Manley. “We’re going to continue that idea for fall with some snowboarding product and other seasonal items.” 

The Theory swim line includes three different bodies: a trunk in lightweight nylon with elastic waistband, a lifeguard short with fully constructed waistband and drawstring closure, and a boardshort with Velcro front closure and Lycra gusset. Retail price points are $95 for the trunk, $98 for the lifeguard short and $125 for the boardshort. 

Fits are trim and athletic, rather than boxy or blousy, with a clean, elegant design aesthetic true to the Theory signature. Colors available in the collection include black, charcoal, navy blue, sky blue, white and red. The lifeguard trunks come with optional contrast piping and the boardshorts feature an optical print on each side.