After quietly dipping its toe into the waters for the past couple years, ModCloth this month is officially revealing its in-house swimwear line, High Dive by ModCloth.
The line, in keeping with the ModCloth approach, is heavily retro-inspired with a focus on fit and comfort.
Much of the assortment comes in a vast array of sizes (XS-4X), and ranges from $34.99 to $129.99. ModCloth created about 50 different swim styles, including a few related items like rompers and jumpsuits and 13 styles using Liberty of London prints. This is the first time that Liberty has done swimwear, said ModCloth’s Nicole Haase, who is vice president and general merchandising manager.
For the Liberty pieces, ModCloth’s design team chose six prints from the Liberty archives. The “bright, colorful and bold prints” are “symbolic Liberty prints,” Haase said. The blue “iridescence” print, for example, looks like a shell print but was made from sand art that layered sand to form a diagonal scalloped stripe.
High Dive by ModCloth will be available to customers mid-February, with a promotion to Instagram to followers to purchase items 24 hours in advance of the release.
ModCloth, under the guidance of chief executive officer Matt Kaness, who came on board one year ago, released its first branded line of apparel in August to coincide with its first official foray into brick-and-mortar with its San Francisco Fit Shop. It hired Lizz Wasserman as its first fashion director in November, and elected to eliminate the “plus” section from its Web site in October.