Puma Swim: Contemporary With an Athletic Vibe
The rich tradition of athletics and a modern take on fashion are the key elements behind Puma’s new swim line, set to debut in September.
Puma Swim is being developed under license by Los Angeles–based Blue Water Design Group, a division of Apparel Ventures, whose stable of brands includes La Blanca.
The rollout will be extensive, with about 40 styles wholesale priced from $46 to $59. The catalog includes hipster and side-tie bottoms, halter bikinis, an over-the-shoulder sports bra, tankinis, and one-pieces. The selection will feature active-inspired elements such as racerbacks, double straps, layering details and cross backs in unexpected silhouettes. The pieces are made with micro-nylon spandex blend, rayon jersey and cotton French terry.
Colors include hot pink, citron, turquoise, green, black and gray. Prints and embellishments include ombreacute;s, random brush strokes and Puma emblems, some detailed with Puma heat transfers.
“We are offering a range of young contemporary bodies with a sexy, athletic vibe,” said Julie Mahaffey Franco of Blue Water Design. “We will present a new sexy, fashionable twist to sports lifestyle swimwear. There will also be a selection of lightweight rayon jersey coverups with open cutouts meant to be layered over swimwear or worn with your favorite leggings.”
For information e-mail: spresent@buyswim.com. —Robert McAllister
