Dive Brief:
- Inclusive DTC apparel brand Universal Standard on Thursday launched into the swimwear category with the debut of Swim with US.
- The eight-piece line includes one-pieces, bikinis, a swim dress, a swim bodysuit, rashguards and swim shorts. Pieces come in sizes 00 to 40, according to a company press release emailed to Retail Dive.
- The collection is available on Universal Standard’s website as well as in its New York City showroom. Prices range from $88 to $248.
Dive Insight:
The launch of the new swimwear line follows years of research from Universal Standard’s design team.
Initially, the brand explored options to partner with existing swimwear brands for a collaboration, but decided to develop the line in-house to guarantee quality, comfort and proper fit. Following the design process Universal standard has cemented across its products, each piece in the eight-piece swimwear line was initially designed on a size 18 — the brand’s medium — and fitted across its range of sizes.
“Swim With Us is a true culmination of our obsession with technical design and fit,” Universal Standard Chief Design Officer Ramon Martin said in a statement. “The customer no longer has to choose between support, style, size availability, or comfort in swimwear … We’ve expertly crafted suits that feel like they are custom-made for you.”
The brand, which was founded in 2015, has made a name for itself by providing an inclusive shopping experience to consumers, offering every style it sells in its full size range. Recently, the brand has worked to further its mission of making the fashion industry more inclusive by acquiring plus-size brand Henning in April for an undisclosed amount. Universal Standard said the deal represents “the first successful exit of an independent, female-founded plus-size brand.” Through the acquisition, Henning’s founder, Lauren Chan, became Universal Standard’s head of brand partnerships. At the time, Universal Standard said it would continue to explore additional opportunities “for sparking change in the industry.”
While the brand ultimately decided to develop its swimwear line in house, Universal Standard has formed a number of partnerships with major brands and retailers over the years. In 2018, it launched a collection with J. Crew, and worked with Adidas the following year.
