PLANET BLUE
Planet Blue Takes It to the Beach
The beach is the place for Planet Blue, and the Malibu, Calif.–headquartered multi-brand boutique chain has introduced a private-label women’s swim line called Blue Life Swim.
Its first delivery will be March 30, said Ling-Su Chinn, Planet Blue’s president and owner. Planet Blue has four physical boutiques and an e-commerce shop, where its private-label knits and wovens lines are sold among brands such as Twelfth Street by Cynthia Vincent, BB Dakota and Jet by John Eshaya.
Chinn said the Blue Line Swim label is not for a woman who prefers modest swim looks. “It’s an extra-sexy line,” she said.
To increase head-turning, the Blue Life Swim line features cutout paneling on many pieces. In the line’s “Malibu Racer Back” top, there’s large keyhole cutout between the cleavage. In the “Island Fever” triangle top, two straps of fabric create an “X” in the back of the top. For bottoms, there also are cutouts in the sides of the line’s “Surf City Brazilian” bottom, and the aptly named “Cheeky Bottom” is another version of the tiny Brazilian bottom.
Planet Blue’s swim-line debut comes in different schemes, such as a tie-dye mixed with indigo, white and lime colors. Solids come in lime greens, blacks and reds. There’s also a paisley print in the line. The beach won’t be the only place for the swim line. Chinn hopes that women will wear it as outerwear and with jeans and dresses as outfits for concerts. “It’s festival swim,” she said. “Festival” is a label often used to describe fashion styles intended for concerts and festivals such as the annual Coachella Arts and Music Festival in Indio, Calif.
Planet Blue will be wholesaling the line, and Chinn said that e-commerce emporiums Revolve Clothing and Shop Bop, along with swim specialty shop Diane’s Beachwear, will be selling it. Wholesale price points will range from $60 to $80 per piece.
Diane’s Beachwear buyer Sharleen Guerieri praised the line’s look. “The fabric is amazing,” she said. “The styles are very up-to-date, and they have an extra edge.”
Up next, Planet Blue will introduce a yogawear line. Its first delivery will be July 30. “Yoga is the new denim,” Chinn said. For more information, contact cassie.palmeri@shopplanetblue.com.
