ThirdLove Takes the Plunge into Swimwear

In the world of inclusive and comfortable fashion, ThirdLove is making waves by diving into the swimwear category. The San Francisco-based women's lifestyle brand, known for its commitment to inclusive sizing, is set to unveil its inaugural swimwear collection. This exciting development is sure to be a game-changer for women looking for both style and comfort by the pool or at the beach.

A Swimwear Collection for Every Body

ThirdLove's new swimwear line features three distinct styles designed to address common pain points that many women face when it comes to swimwear. The collection includes the Underwired Demi Swim Top, the Classic Bikini Swim Bottom, and the High Rise Swim Bottom. These thoughtfully designed pieces aim to combat issues such as poor fit, inadequate support, inconsistent sizing, excessive stretch, subpar fabric quality, and a lack of nipple coverage or adjustability.

For Ra'el Cohen, co-founder and chief creative officer of ThirdLove, this venture into swimwear was a long-anticipated move. She explained, "It's been something that we've thought about from the beginning. We have really been known as the most comfortable wired bra brand that's out there. So even from the early days, our consumer was asking us for swim." Cohen and her design team have been meticulously working on this collection for nearly five years, undergoing numerous tests and iterations to ensure that the swimwear meets ThirdLove's high standards of fit and quality.

The Challenge of Designing Swimwear

Designing swimwear, as Cohen pointed out, presents unique challenges compared to bras and underwear. The goal was not simply to create a swim top but to design an underwire foam bra swim top that offers the same level of comfort, support, and fit as ThirdLove's beloved T-shirt bra. This endeavor involved over 30 components that needed to come together seamlessly to create a truly comfortable and supportive swim top.

One of the critical components was finding the right foam, which is the secret behind ThirdLove's comfort. While their traditional bras use memory foam, adapting it for swimwear while ensuring durability was no easy task. The result is a swimwear fabric made of 20 denier nylon/spandex that promises both comfort and longevity.

Filling a Gap in the Swimwear Market

ThirdLove recognizes that the swimwear market is filled with fashion-forward options, but it aims to fill a significant gap. Many women desire a beautiful swimsuit that not only looks stylish but also provides full support and a reliable fit. ThirdLove's swimwear collection focuses on delivering just that, catering to the modern woman who wants both fashion and function.

For the initial launch, ThirdLove has kept the collection tight and focused, with no one-pieces in sight. Instead, they offer a bra top available in 43 sizes, complete with adjustable straps and hooks. Accompanying the top are two different bottom options: a high-rise brief and a mid-rise bikini. This approach aligns with ThirdLove's commitment to responding to customer feedback and needs, ensuring that each product they release truly resonates with their audience.

The Star of the Collection: Underwired Demi Swim Top

The star of the collection is the Underwired Demi Swim Top, priced at $88. Inspired by ThirdLove's highly popular 24/7 Classic T-shirt Bra, which has sold over five million units, this top boasts a range of features. It includes built-in foam cups for shaping and nipple coverage, flexible underwire for a poke-free experience, an anti-chafe adjustable back closure, breathable UPF 50+ fabric, and convertible straps for slip-proof reinforcement. With sizing available in 43 options, including ThirdLove's signature half-cups, it caters to A-H cups and 32-42 bands.

The Bikini Bottoms come in two variations: Classic and High Rise, retailing for $50 and $54, respectively. These bottoms are fully lined to provide reliable coverage, crafted from smooth and breathable UPF 50+ fabric, and feature a shape-enhancing, no-dig waistband. The Classic Swim Bottom is available in sizes XS-1X, while the High Rise Swim Bottom is offered in sizes XS-3X.

A Bright Future for ThirdLove Swimwear

While ThirdLove's swimwear currently comes in black, the company is open to exploring color and print options in the future, depending on customer feedback. This innovative brand has eight freestanding stores, and its swimwear will be available in four of them: Boca Raton, Fla.; Newport Beach, Calif.; Chicago, and Scottsdale, Ariz. The swimwear collection is manufactured in China, maintaining the brand's commitment to quality.

As for future product launches, ThirdLove's "read and react" approach ensures that they continually improve and expand their offerings. For swimwear, new items are already in the pipeline for the second and third quarters of the upcoming year.

In conclusion, ThirdLove's foray into swimwear brings a refreshing blend of style, comfort, and inclusivity to the swimwear market. With their dedication to customer feedback and commitment to delivering the best in fit and quality, ThirdLove is poised to make a significant splash in the world of swimwear fashion.

For more updates and to explore ThirdLove's new swimwear collection, visit thirdlove.com.