Le Club Original is relaunching with new product, an updated omnichannel selling strategy, and supporting community causes for 2020 and beyond.
The Miami-based swimwear brand for men and boys has updated its swimwear offering to include multiple silhouettes for men, a departure from the brand’s “one style fits all” mantra it launched with in 2013. Now, men can choose between an elastic or newly created flat-panel waistband for a more tailored look that is offered in both a 5.5” and 7” inseam. Each pair still invokes the spirit of Miami that the brand was founded on and incorporates innovation, craftsmanship, and a sincere passion for exceptional quality into each pair.
Le Club has also expanded the product range to include rash guards, everyday lounge shorts, and arriving later this summer, garment-dyed long-sleeve linen shirts. This new product range allows Le Club to sit more comfortably in resort hotels such as the Four Seasons and Mandarin Oriental where the brand is currently sold.
The boy’s collection mirrors the updated men’s collection in every way excluding the flat front swim style. Later this year, Le Club will introduce a sustainable line of shorts as well as a new four-way stretch short designed with active men in mind that will be available to consumers for the spring/summer ‘21 season.
Le Club has also reevaluated its omnichannel sales strategy putting a bigger emphasis on direct-to-consumer sales through its updated website lecluboriginal.com. The brand has also discontinued in-season, off-price sales in favor of working with better specialty and department stores nationwide.
And, as the reality of COVID-19 set in this year, Le Club wanted to do something to give back to the men and women that were putting themselves on the front line every day and launched the “Everyday Heroes” campaign. Through this campaign, Le Club’s customers and fans are able to nominate someone that is giving back to their community to help fight the pandemic. Le Club highlights these individuals through its social media channels and in July will select one nominee to enjoy a well-deserved vacation in Miami Beach complete with Le Club wardrobe, hotel accommodation, flights, and dining experiences.
“Le Club has and still is, a swim and resortwear brand that captures the essence of Miami,” said Neysa Rivera, vice president of finance and design. “We’ve been working tirelessly behind the scenes for the last year updating the fit of the product, reevaluating where the brand sits in the marketplace.”