The scene is a luxurious India Palace on the foot of the Himalaya Range. Some 30 wealthy friends from Britain are celebrating their fortieth birthday. Spent the whole morning in the swimming pool, the group was called into the bar for lunch. At this point, all the people disappeared.

A member of the team is the London photographer Adam Brown. His friends hurried away to change them too tight or too loose swimwear to clothing more suitable for lunch, Brown noticed that women simply add a shirt, scarf or wear in their swimming athletes. Women are fashionable, relaxed, and elegant from the sun to the homeless. Man, well, not so much. Therefore, he has no design experience, but has a clear understanding of potential customers, so he began to design for men a high-end, suitable for their own quick drying shorts, to meet the requirements of each holiday clothing.

Orlebar Brown, his business partner, Julia Simpson Orlebar, created two years later in 2007, not just a new Menswear brand. It spurred the growth of clothing classes known as beach bars. While they fasteners and tailored cuts, Orlebar Brown immediately appealed to the swimming shorts style savvy people are willing to pay for a vacation type image, they want to think – Saint Tropez in 1960s during the heyday of swimmers hundreds of dollars. Orlebar Brown is a much more attractive item than a swimsuit.

“Summer is not a season for us, it’s a mental state,” Brown said at the mobile phone from the lounge in Istanbul airport to Turkey Bosphorus Resort Hot spot. “Summer is a color, temperature, its door opens on a plane when it stands in front of you, your entire vacation.”. Our sales strategy is to follow the sun from all over the world.”

Private equity acquisition into swimwear

Not many people can wear it underwater, which may be why private label swimwear manufacturers and beach clothes have been fashionable forgetting the land. But the beach has become a battleground for investment. 2012, Vilebrequin, another brand of beach bars, luxury men’s shorts, sold by 85 million 500 thousand of the private equity owners, NASDAQ listed G-III clothing group. 2014, the LVMH group’s private equity division has snapped up Australian brand seafolly, which has blocked the dream of South American brands. 2015, the private equity giant retail PAS Group acquired aircraft swimwear, and in February this year, crescent capital partnership bought the Republic of China from the diversion.

Luxury Missoni Paul Smith TOD, the giant, “S, Ralph Lauren, Burberry (Burberry), Hugo Boss, Chanel, Dolce & Gabbana), and most recently swimwear Calvin Klein added to their offerings……. According to the global industry analyst at Limited by Share Ltd, is a set of design department every 4 swimwear annum extended across the next five years, is the leading market value of $1 billion by the United States in July 22nd 2022.

Even more enticing, swimwear is sold as a state of mind, everything on the market, you want to wear D, when your holiday. With inexhaustible fuel imagery Instagram, high profit, luxury communication in the jet region are increasing and societal dressing approval for water, even when you are a long way from its wear realising Department broader resort is its growth potential.

Brown’s cult label typifies several “sectors” of the hottest trend. Firstly, the price is a good barrier: a pair of University Orlebar Brown Shorts costs less than $595. “Say, so, it seems that some togs misses expand the center point. Until Orlebar, Brown, dived, enthusiastic market, for some people, players are not enough expansion. “I’ve never been priced by embarrassed about us,” Brown said. “There is a tailored 60 is a pair of our shorts, and waistband has six in its independence. Our quotation rows double needle method, hook weaving department, all hardware is made in Italy fabric, is from france.”

Secondly, a hero swimwear line, allows Orlebar brown to wear men and women with a multi-storey broader class resort. In the mostly advertises label ITS swimming shorts, but the gas it produces a full page set chinos, shirts and jackets, Eve’s line, imagery packages sold all that pop up summer travel happy, and ensure good times and stomachs. Sixty cents per Orlebar Brown’s sale is non swimming.

The third trend is a severe case of sector investment attraction, a little Orlebar Brown proposed by 80 thousand from London based private Holdings Company Piper in exchange for a major extreme minority in 2013. “Adam is very clever, in making people think” I can see that I may say is that the beach, I only need to buy those shorts, “said Gibson Libby, Partner A AT Piper stake. Xie said, adds resorts wear paper, in terms of clothing and investment focus proposition, there is jumped front of the queue fashion.

“If you look at” luxury “or” Zegna “brand Calvin, Klein or Chanel, they’re all swimming. But the broader resorts wear resistant category is “Grand Prix.”. This page is driven through more casual, dressing, generally, and people spend more holidays than they used. Its drivers also use numbers, which provide a much more global view of the world. People can imagine their own lights, swapping beaches on the Internet, even if they are somewhere in England. Cold.”

A queue at Bondi

From the afar, mottled crew on sleep deprivation, patientqueuers hasn’t sent any good indication to them, queuing method. Frocked pops up on the edge of the alongside are homeless; international students waited next cashed popup to naive airtaskers; fanatical luxury is the seller of goods, they ostentatiously displayed stack of $50 and $100 in bonds. This strange microcosm clothing association played quit in June, in the middle of the iconic suburb University in Bondi Beach, Sydney.

“Yes, occasion opens a pop-up shop and houses high expectations of the utterly collectable Louis Weedon collaboration with cult New York to participate in the highest brand. The limited edition of the demand capsule collects $1400 and $6000 for hoodies, and skateboards is so vast that homeless people and airtaskers pay up to $300 overnight queue. At that time, hip tipped hysterical enthusiasm, when Justin Bieber popped’s enthusiasm, in the pop-up is his surprise visit to australia. A week, to its two week run, the acquisition of shares and shuttered for RA stores…….

The LV X highest popup was mysteriously canceled in New York and Miami. But it is not by accident that the nation is ahead. The suburbs were a beach packed young, avant-garde Mecca brotherhood, skateboarding worn. A few months ago, LV global chairman and CEO, Michael Burke, visited Sydney on a business trip. The decision was made with one of the world’s most famous beach backgrounds, the fashion show host.

It’s a sign of the way in which luxury apparel brands link themselves to the beach’s energy and atmosphere. Sydney’s most anticipated annual party is barefoot on the beach party s hermes. In February this year, 650 guests were color printing installation, skateboard ramps excited, huge floating on the DJ hippocampus, a lifeguard tower, a virtual reality experience, acrobats wearing old-fashioned lifeguard clothes, and a customized, curved screen projection of 180 degrees. Yes, there’s a shoe, fashion set, concierge trim, toe dipping to 400 tons sand dredging, Cronulla beach and shipped to Sydney’s carriageworks event space.

Prior to this, LV has the concept of Barefoot Beach Ball and black tie party in Palm Beach, Sydney. With the black tie above, dress, and shorts (or equivalent to women) at the bottom, for the treatment of cancer, Australian fundraising is a social blow, and tickets are sold before they are printed.

Former LV Australia CEO Philip Corne started the event at 2002. At present, LVMH’s private Holdings Company L Catterton Australia division executive chairman, and won a seventy percent stake, seafolly $70 million, just said that the water feels good, go together. “If you think about it carefully, if people come to the money tomorrow, most people will tend to the beach house, boat, summer vacation,” Corne said. “Not everyone is suitable, but the sun and the sea, it is dynamic, very relaxed, very chic.”. In water, one day is worth two other places.”

Corne said that this happy state of mind, we are eager to seek positive and unique experience, the eternal memory is one of the factors contributing to the growth of swimwear, as a form of mass now holiday wardrobe. “My personal view is that we are at one time, and now consumers would rather have a few things, good things last longer, and more investment in memory and experience,” he said. “A small measure in Sydney is the number of cruises, as we have seen before.”. All airlines and airports. And the beach lifestyle has been there, and it won’t rush – on the contrary.”

Tigerlily makes splash

The symbol of life is Australia’s label and personification of the Republic of China, which is creative director Amelia Mather. The 35 year old, is a typical Sydney beach girl; she said on the beach, like Jodhi Meares every weekend, her former boss and founder (Meares sold Tigerlily 2007, Mather has zero flow) and only bra wearing bikinis.

“The swimsuit is definitely emotional for me,” she said. She moved from the warehouse to an office in Alexander, Sydney, and was inspired by an old handmade Bikinis nightclub and a suspender skirt that inspired her design team. “We wear it on weekends or in leisure times.”. We work so hard, and those who really treasure us. Swimwear is reserved for those moments, and what makes it so special?.”

Mills, under creative leadership, labels sensational fashion – indeed. 2000, in Australia fashion week, with the Czech supermodel Eva Herzigova, the Republic of China launched, all sparkling sparkling water, wearing a $500000 studded Pearl bikini. The following year, Kristy Hinze made a $1 million diamond for the Republic of China bikini and held a boa constrictor around his neck. When Mills married James Packer, the whole family was placed in the front of the packers.

Mather joined the Republic of China in 2003. At the age of 21, he was accused of developing label clothes and entering the big leisure class with swimwear brand. Fourteen years later, she has grown up in the ROC territory of athleisure, dresses, wearing kimono to 70 sales, and the remaining thirty percent swimsuit. She attributes part of the success of business to more casual attire, which blurs the season and creates products that meet consumer needs. “The clothes that everyone can wear all the year round.”. We allow it to come into contact with a range of age groups and shapes, and people want to buy Australian beach lifestyle, wherever they are.

Patrick Verlaine, at the new moon capital partners, who became president of the Republic of China when the Communist Party bought 60 million dollars, said the Private Equity Investment Firm plans to sell, Australia’s unique identity to a wider audience, for the double size of the Republic of China in the next two to four years. He plans to open more stores in Australia, make more effective digital strategy, a new web site, the most important thing is to improve its foothold in the North American and European markets, and eventually become the Southeast Asia and South africa. “The Australian swimsuit is good and confirms overseas; it represents the essence of Australia and has an international appeal,” Verlaine said. “We have seen a good opportunity for the Republic of China overseas, and there is still no opportunity to flourish. If we don’t see it, we won’t invest.”

Seafolly “swimsuit superpower”

No wonder, perhaps, I Catterton Asia plans to create a $50 million ($657 million) “Sephora swimwear by opening more than 150 seafolly and the dream of the private label swimwear manufacturers in the United States, Australia, Asia, the Middle East and Europe, the establishment of wholesale sales in the retail and online market, brand clothing, towels, bags, sunglasses diversified leisure wear and shoes.

Philip Catterton of L Corne says the group aims to create a swimsuit superpower. “Our antenna is real and looking for opportunities all the time.”. Buying brands is a relatively easy part. To ensure that business systems and management policies are consistent and successful integration, that is the beginning of the real work. At the same time, expanding to another country should not be taken lightly. So we have the desire to pursue “Sephora” strategy, but the significance of the strategic investment management.”

Although seafolly manages to capture third of the Australian women’s swimwear market, global rule is neither reassuring nor easy, as Corne acknowledges. “My personal view is that Australia has so much to offer from the world to find,” he said. “This is the standard clean environment by people.”. It’s open; we have sand, sunshine, the sea, thousands of miles of beautiful beaches. But we go further than we think. It has competition. Seafolly has been a good start in the American market, but it has little practical opportunities.”