by Karen Alberg Grossman

It’s not every day that Jeff Bezos orders 100 pairs of SWIMS sneakers for the staff of his yacht, which is why Sean Hieter, new SVP of sales at SWIMS (after many years growing sales for Robert Graham and Corneliani), happens to mention it. Famous for its sustainable, all-weather, technical footwear (footbeds made from compressed Bloom Algae), SWIMS is actively building its swimwear and sportswear offerings to an exclusive luxury level. Their new designer, Betsy Renwick (formerly at Psycho Bunny), has created a fabulous La Dolce Vita theme for SWIMS’ spring ’23 collection featuring lots of linen, seersucker, pima knits and other luxury fabrics in fun prints and sumptuous colors.

Hieter describes the sportswear as “modern and dynamic,” in the same league as Hartford, 120 Lino, CP Company, Vilebrequin and Orlebar Brown. Suggested retails are $150 for the swimwear, $175 for woven shirts, $95-$150 for knit polos and tees, and $195-$250 for quarter zips and hoodies. “It offers 60 points and maintains a very clean distribution: Neiman’s, Saks, Nordstrom, independent specialty stores, upscale contemporary stores, resorts, cruise lines and yacht clubs.”

Hieter also notes that the footwear continues to grow well beyond swim shoes and galoshes to include slip-ons, drivers, sneakers, slides and more, all in the finest materials. “You might wonder why Neiman Marcus, with footwear brands like Ferragamo, Louboutin, Tod’s, and Golden Goose (an average unit sale of $795), would do so well with SWIMS at $150-$295. The answer is simple: their customers are buying two and three pairs at a time!”

Check out the Spring ’23 SWIMS of Norway collections at their NY Showroom (1370 Ave of the Americas) and The Chicago Collective, booth 2140.