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Men'sWeek issue 07/14/2011

Papi is diving into the swimwear market for spring.

This story first appeared in the July 14, 2011 issue of WWD. Subscribe Today.

“We’ve been thinking of doing a swimwear collection for some time and this just seemed like the ideal moment,” said Alan Zelcer, president and chief operating officer of the underwear company. “We are a Miami-based brand surrounded every day by men and women in swimwear and as an underwear brand known for their use of bright colors, unique fit, and innovative materials, swimwear was a natural step in the expansion of Papi.”

The line will make its debut alongside the company’s underwear offering at the Miami SwimShow & Lingerie Show, which runs July 16 to 19 at the Miami Beach Convention Center. This is the first year that the swim show will include lingerie as well.

Papi swimwear, which will be available in early 2012, will also be featured in a group fashion show at the Soho Beach House on July 15 that will include Trina Turk and Neiman Marcus.

The Papi swim collection will be available in six styles in knits and wovens and will include knit shorts, two styles of briefs and three lengths of woven trunks that will range from just above the knee to mid-thigh. The collection is inspired by creative director Lucio De Carvalho’s Brazilian roots. It will feature bold colors, unique graphics and technology features including UV protection, quick dry and moisture wicking properties. “I wanted to create swimwear that men can wear at the beach, pool or on a boat and go straight for lunch, lounge around or run errands while still looking stylish,” De Carvalho said.

The Papi brand is owned by Isaco International.

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