Swim USA introduces Mimi Flamingo, a new swim and beachwear brand designed to meet the needs of diverse women while emphasizing flattering fits and eco-friendly materials.
Swim USA, a family-run company recognized for its popular swimwear brands such as Miraclesuit and Vitamin A, unveiled its latest offering, Mimi Flamingo, on Friday. This new swim and beachwear brand aims to bridge the gap in the swim market with designs that prioritize both flattering fits and contemporary fashion.
Heather Garcia, president of national brands at Swim USA, explained the motivation behind Mimi Flamingo, stating that the brand was developed to fulfill a specific need in the industry. “Mimi Flamingo was created to fill the gap in the swimwear market for designs that are both flattering and fashion-forward,” she told WWD.
Targeting a diverse customer base, Mimi Flamingo is positioned between the missy and contemporary segments, catering to women of all ages. The brand particularly aims to appeal to the multifaceted woman who values sustainability, as it utilizes materials sourced from recycled nylon with high spandex content, reinforcing its commitment to eco-friendliness.
Katie Dawley, a merchant for Mimi Flamingo, expressed her enthusiasm about the new collection, highlighting its accessibility and quality. “Having been in women’s swimwear for over 15 years, I couldn’t be more excited to bring this collection to market and fill this customer need not only in an elevated, but also in an accessible way,” she shared with WWD. Dawley noted that the target audience seeks enduring fit and sculpting technology, complemented by a design aesthetic that incorporates youthful elements while maintaining modest coverage.
The debut Signature collection, available exclusively on Mimi Flamingo’s e-commerce platform, includes a total of 89 styles and colorways for swim and beachwear, with prices ranging from $49 to $154. Key pieces in the swimwear line cover sizes 4 to 16 and feature a variety of styles such as the Dakota plunge bra, the Harper ribbed one-piece, and the Sonny one-piece adorned with ruffle details. Additionally, the collection includes a selection of beachwear items, such as the 100 percent cotton double-gauze Vista bottoms and the Laguna Fray button-up shirt.
Overall, Mimi Flamingo’s approach combines chic design with functionality, catering to the evolving demands of contemporary women who appreciate style, comfort, and sustainability.
Source: Noah Wire Services
