We checked in with swimwear brand Seea, which is becoming influential in core surf swim fashion, to find out what’s new for Spring ’17.
We spoke with Brian Greer, Director of Sales & Marketing, to learn what has been working well for the brand and the direction they are headed for Spring.
What’s new for Spring?
Brian Greer: The 2017 Collection is our biggest and best yet – more new styles in each category, and more amazing new original prints that take vintage-modern to a new level.
Surf suits and one-pieces are the most exciting pieces. These flattering lines are about celebrating the female form through design, versus showing skin.
In response to retailer demand, we are offering our first delivery in November, instead of December.
What is the most important product story for Spring?
Brian Greer: We are stoked to introduce the first capsule of Seeababe signature suits. Our Seeababes are the soul and muse of the brand. It has always been a goal to support and collaborate with our friends through product that expresses their unique style both in and out of the water.
Our first release includes signature suits for Leah Dawson, Mele Saili, Karina Rozunko, Lola Mignot, and Makala Smith. The Summer 2017 range will follow up with a few new signature suits.
Adding Leah to the team in late 2015 was a really big deal for us and we couldn’t be happier because of how well she represents the brand and her outlook is in tune with our own beliefs. She reminds us that the spirit of surfing is not about what kind of board you ride, or even being male versus female, but about fun, creative expression, and connection to the ocean.
How will you market it?
Brian Greer: Authentic storytelling from the heart is how Seea got to where are today, and we will continue our grassroots, organic content strategy that celebrates the diverse faces of women’s surfing.
As fashion brands are starting to make long-sleeved surf suits and rashguards, we feel Seea’s ambassadors who embody a genuine love and connection to the ocean is a powerful story.
What was the biggest hit of last season?
Brian Greer: The Lido One-Piece. Women were frothing over every colorway of this suit, made from an awesome new fabric we are using that has unique and desirable fit properties and that allows for linerless construction.
Also, our SMU range for Anthropologie sold exclusively for the retailer and on theseea.com for 2016.
Anything else new with business?
Brian Greer: Seea was chosen to be part of the SIMA business development program and we’re soaking up everything we can and asking questions to gain the most from this mentorship.
Late last year Seea moved into a new office and warehouse! Our direct-to-consumer e-commerce shop is an important avenue of distribution, and the new warehouse and fulltime customer service manager allow us to better serve our customers.
Because Seea’s suits have functional properties for being active, SUPers, kite surfers, kayakers and other watersports practitioners love the brand for the UPF-rated sun protection, modest coverage and fashion-forward styling.
Seea recently hired a Pacific Northwest sales agency, Abby Seymour, and in August, we will be showing at Outdoor Retailer in the Venture Out section for the first time to explore this market further.
