Oakley has teamed up with licensee the Trimera Group to launch a new line of women’s swimwear. Oakley Swim debuted at the Miami Swim Show. The Trimera Group is the official licensee of the new line, which includes the Halo, Life, and Beach categories to represent both lifestyle and performance swimwear, as well as swim-related apparel and accessories, cover-ups, bags and hats.
"This agreement is another chapter in the exciting new vision for Oakley women’s apparel," said Raphael Peck, Vice President for Oakley Apparel, Footwear and Accessories. "By creating a partnership with one of the most respected swim
groups in the world, Oakley has the unique opportunity to share its performance technology with a group that is built to take our women's swimwear to market and distribute globally."
Amit Tal, President of Trimera Group said, “Being a leader in branded swimwear and a major player in licensing, Trimera Group is exceedingly happy to forge a partnership with Oakley, as a strong brand with a legacy of cutting edge design and innovation. We look forward to working with them for many years to come.”
Here are the details:
Performance swimwear and swim apparel make up the Halo line that includes solids and a water-inspired, abstract print. The Halo line illustrates the pinnacle of the Oakley swim line with strategic bonding, laser cutting and high performance fabrics like Xtra Life Lycra, which provides 50+ UV protection and is ultra Chlorine resistant. Campaign imagery for the Halo line highlights Oakley athlete and pro surfer, Erica Hosseini in the water and on land wearing various pieces within the Halo line.
Life and Beach represent swimwear and beachwear, respectively, that are designed to provide both functionality and a water-based lifestyle aesthetic that can be merchandised and worn many different ways. Some of the functional benefits in the line include hidden key pockets, sunglass loops to hold eyewear, reversibility and rubberized hardware that will stay cool even in the sun. Different groups within the Life collection include Optic Fiber Solids, tribal-inspired Graphite Stripe, Fluid Tie-Dye and 3D Stripe. Imagery includes Oakley Brand Ambassadors and Tone-it-Up girls Karena and Katrina, as well as Erica Hosseini, wearing the line on location for the women's swim photoshoot in Puerto Rico.
The Oakley women's swim line will be sold and distributed globally, and while its U.S. debut is in Miami, the line is being previewed worldwide with key distribution in Europe, Australia, Central America and the Middle East. Retailers will include major department stores and specialty stores. Price points will range from $44 separates to $168 USD for one-piece Halo styles.