Dive Brief:
- Andie Swim and celebrity Mindy Kaling have joined forces again to launch their second collection, dubbed "Summer Camp: Mindy x Andie."
- The collection features 51 SKUs, including cover-ups, “summer camp swag,” two-piece suits and one-piece suits like Andie's popular Malibu One Piece and an exclusive new product, The Marco One Piece, created by Kaling, according to a company press release.
- The collection, which is available on Andie's website, is priced between $52 and $128 and pieces come in sizes ranging from XS to 3X, with additional options catering to long torsos.
Dive Insight:
Last year’s collaboration between DTC swimwear brand Andie and multi-hyphenate celebrity Kaling sold out quickly, prompting the two parties to get together again, according to the company.
“After the overwhelming response we received last year, I could not wait to team up with Andie again for our second collection together,” Kaling said in a statement. “I wanted to channel the joy and nostalgia of summer camp into Andie’s signature style of empowering, flattering, and fun designs aimed at helping everyone feel confident in their body.”
The second partnership with Kaling draws on a summer camp theme, with pieces "inspired by the joyous memories of the canoe races, friendship bracelets, and s’mores," per the company.
“I absolutely loved [Kaling’s] idea to build a collection around the theme of summer camp, an experience I adored as a child,” Melanie Travis, founder and CEO of Andie Swim, said in a statement. “I had so much fun working on this with her, reliving some of my fondest camp memories.”
Andie has tapped other celebrities in the past to help promote its brand. Demi Moore in 2021 starred in an ad campaign for Andie after serving as an early investor in the brand.
The swimwear brand, which launched in 2017, has grown over the years. In 2020, it secured a $6.5 million investment from CityRock Venture Partners, Trail Mix Ventures and others. By late 2021, Andie raised another $18.5 million in a Series B funding round led by Marcy Venture Partners. The funds were used to expand Andie’s executive team and innovation pipeline.
The digitally native brand introduced its Fit Quiz, a one-to-one virtual fitting, to help address pain points with purchasing swimsuits online. But the brand has also expanded offline recently, opening a flagship store in Malibu, California, last year. Andie has also expanded into new categories, like the intimates space in 2021 with the Andie 24/7 capsule.
The expanded partnership between Andie and Kaling comes as the swimwear space heats up, particularly among DTC brands.
Last month, outdoor retailer L.L. Bean and swimwear brand Summersalt launched a limited-edition collection of swimwear and other outdoor essentials, including cover-ups, hats, beach chairs and towels.
