Duvin Design Co.’s “Cheetah Disco” and “Pastel Palmy” swim shorts have done so well with adults that expanding into kids for the first time was a “no-brainer.”
The Orlando, Florida-based apparel company, which has its roots in surf but has evolved well beyond that since its 2010 founding, debuted its first children’s line with a capsule of swim trunks.
The release includes five styles sized from 2T to 9/10 in prints that have performed well on the men’s side, including bestsellers such as the “Cheetah Disco.”
“We’ve had the line in development for quite some time,” said Duvin Creative Director and co-founder Austin Duvall. “We really worked on the fit as it’s a completely new category for us, but at the end of it, we think we have created some of the best kids’ trunks on the market.”
The capsule, called “It’s All Smiles,” isn’t a one-off, with the company looking to produce kids’ product on a regular basis.
From Duvin Design Co.’s “It’s All Smiles” capsule for kids. Photo courtesy of Duvin Design Co.
Duvall said they’ll study the feedback from this initial launch and eventually build out other categories.
“I believe it can be a big category for us in the future,” Duvall said of the kids’ segment. “We have always had a fun and playful look to our design, and I think it fits the kids’ trunks really well.”
The shorts retail for $48.50 and will be available to select retailers, although future kids’ lines will open up more broadly to the wholesale channel.
The kids’ launch is the latest in a flurry of activity for Duvin this year.
The brand expanded into sunglasses in February with the $89.50 Sun Seeker offered in three colorways. That same month, it rolled out a collaboration with NBA basketball team the Orlando Magic, with the collection selling out during an initial release at a pop-up shop launch event and again the following day during the Magic’s game with the Miami Heat.
Last month, Duvin collaborated with luxury hospitality company Nikki Beach Global on a six-piece collection that included a button-up top, shorts, T-shirt, tote, and bucket hat.
Duvin is sold direct-to-consumer through its online shop, in addition to distribution in more than 130 stores.
Kari Hamanaka can be reached at kari@shop-eat-surf-outdoor.com.
