Aug 25, 2014
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Swims, from rain shoes to ready-to-wear

Aug 25, 2014

Founded in 2005 by Johan Ringdal, the brand specialized in galoshes - rubber shoes that can be placed over normal shoes to keep them from getting wet - is now expanding its collections to include standard shoes and ready-to-wear, while continuing to focus on water-proof designs.

The brand’s initial success with its 2007 loafer, employing rubber, nylon and TPU (a biodegradable plastic), launched the company. “The model wasn’t intended to replace city shoes, but rather aimed more for beach and boat use,” said Marie Harjfeld, head of the communications at the brand, “and to everyone's surprise, it became a real fashion product, worn out on the town, and we then we made it available in different colors."

Along with the shoe, Swims develops its range ready-to-wear. The rain jackets first. "A true success in Norway, and more widely in Scandinavia, and since 2013, under the impetus of the new designer Alexander Eriksen, invites beyond the borders, the United States, and Italy this winter."

Presented at the last Pitti, the latest model, a new blazer made with high performance materials, both rain and wind resistant, will hit stores in summer 2015.

The brand’s range will be extended next season to include cotton and polyester polos, t-shirts and swimwear, and a complete collection of luggage, weekend handbags, suitcases, laptop bags and the first bags for women - all water-resistant models and designed primarily for the beach and the boat.

The latest innovation by the brand presented at Pitti, the Luca sneaker range in new colors, sailboat prints and phosphorescent will be released next summer.

As for distribution, Swims now has more than 800 stores around the world (about sixty in France), and is opening its first store in Kuwait via its distributors in the Middle East. In 2015, it intends to strengthen its presence in the American and European markets.

Alexis Chenu

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