Dive Brief:
- DTC intimates brand ThirdLove has expanded into a new category with the launch of a curated swimwear collection.
- The collection features three styles — the Underwired Demi Swim Top, Classic Bikini Swim Bottom and High Rise Swim Bottom — ranging in price from $50 to $88, according to a company press release.
- All styles are offered in black. Sizing ranges from XS to 3X for the high rise bottom and XS to 1X for the classic swim bottom, while the tops come in A-H cups, including the brand’s signature half cups, and 32-42 bands.
Dive Insight:
ThirdLove is expanding beyond bras and underwear with the launch of its new swimwear collection.
The collection will be available on the company’s website as well as at four branded brick-and-mortar stores, located in Chicago; Boca Raton, Florida; Newport Beach, California; and Scottsdale, Arizona, beginning on Friday.
Known for inclusive sizing in their signature line of intimates, ThirdLove Swim offers solution-oriented options that help combat common swimwear pain points, such as poor fit, lack of support, nipple coverage and adjustability.
ThirdLove spent three years on testing and development across all styles and sizes before deciding on the collection.
"When multiple customers told me they were about to wear their 24/7 T-Shirt Bra to the beach or pool because they couldn't find a swim top with the fit and support they needed, I knew it was time for ThirdLove to break into swimwear," ThirdLove CEO and co-founder Heidi Zak said in a statement.
The brand’s 24/7 Classic T-Shirt Bra is the company’s best-selling product, having sold 8 million bras to date. Ra’el Cohen, ThirdLove’s co-founder and chief creative officer, said that swimwear has long been the brand’s most requested item. Starting the line in black colorways was a decision the brand knew would resonate with customers, Cohen said.
“The equivalent to an everyday T-shirt bra is a black bathing suit,” Cohen said in an email to Retail Dive. “Everyone needs one regardless of the time of year. It’s a classic and the little black dress of swim.”
The launch of swimwear by ThirdLove follows a recent trend by several other intimates brands expanding into swim. DTC intimates brand Parade debuted a swimwear collection, as did MeUndies and CUUP. The blurring of the lines between these two categories is also reflected on the flipside: DTC swimwear brands, like Andie, have moved into the intimates category.
