Jill Roberts Dives Into Contemporary Surf
Jill Roberts, the force behind two contemporary boutiques bearing her name in Southern California, has teamed up with a creator of the Roxy surf brand to launch a line of surf-chic women’s beachwear called Seaton and open a new free-standing shop in West Los Angeles.
Seaton is the latest entry in the booming surf market and one of the few players in the premium sector for older consumers. Another purveyor of premium surfwear is the recently launched Aqua VI, designed by surf industry veterans Lian Murray and Ziggy Williams.
Scheduled to begin shipping on May 15 for Summer 2005, the Seaton collection includes surf ponchos, terry tunics, Brigitte Bardot–inspired poplin dresses and, of course, boardshorts. “We wanted to create a boardshort for a contemporary market,” said Lissa Zwahlen, Seaton’s designer, who previously worked on Quiksilver Inc.’s Roxy label and brief venture into the contemporary market, Alex Goes, as well as for Mossimo International and Mossimo for Target.
Wholesaling for $42 a pair, the boardshorts feature a leopard print in a vintage wash or a jumbo floral print in two colorways and stripes. Other items include a graphic T-shirt displaying the company’s sea-horse logo ($20 wholesale), pull-on pants made of beach awning–striped linen ($60 wholesale) and a lightweight poplin dress that has a bustier top and two-tone striated tie-dye ($142 wholesale).
Zwahlen said Seaton is targeted toward women ages 25 to 50 but that it is also a lifestyle brand for a contemporary family. She said that, within 12 to 24 months, the company will offer clothes for men and children, which will be inspired by Roberts’ husband, Mark Freeman, and their three surfer sons. Zwahlen added that the Seaton store could have special runs and cuts for the men’s and children’s lines. The boutique is slated to open by the end of 2005.
The line, whose name evokes a village by the sea, has already been sold to more than 19 retailers, including Ron Herman in Los Angeles, E Street Denim in Highland Park, Ill., and Patina in Costa Mesa, Calif. Roberts’ boutiques in Beverly Hills and Santa Monica, Calif., also will stock the collection, which is represented by the 10 Eleven showroom at The Bank in The New Mart.
For more information, call (310) 860-1622. —K.T.L.T.
