The Collective Shows took place Tuesday and Wednesday at the Paséa Hotel and Spa in Huntington Beach, Calif., with a wide variety of active and swim brands.
Here’s a roundup of a few trends brands were showcasing during the show, plus a few additional photos from the show.
The Tanning Club
The Tanning Club is bringing back retro tanning lotion — remember Bain de Soleil? — that is more focused on helping consumers get a golden tan than on sun protection.
With retro colors and slogans — “The ‘90s stole your tan. We’re here to bring it back.” — and fun packaging, the brand is currently carried in 125 stores. Founder Will Anderson said The Tanning Club is targeting swim boutiques, surf shops, the hospitality channel and beauty stores.
Most of The Tanning Club products do include some protection, ranging from SPF 6 to SPF 30, and they have trademarked the slogan “Bronze Responsibly.”
They are definitely having fun with the product names, including “Tan de Soleil,” for the Tanning Club’s orange tanning balm.
Will Anderson, founder of The Tanning Club. Photo by SESO.
Jolyn
Jolyn, the swim brand with roots in competitive swimming that is known for its technical fabrics, continues to expand its surf swim line.
The brand was showing performance swim, including contrasting solids with hip cutouts that add “spice” to performance suits, a new running apparel line aimed at Division One college athletes, and its expanded surf swim line.
In 2027, Jolyn will move to a Spring/Summer offering rather than just a Spring offering, said Michelle Devine of Jolyn.
At the Collective Shows, Jolyn showed new styles in the surf line including underwire and adjustable triangle tops, and high waisted bottoms. Cropped rash guards also continue to be popular for the brand.
Jolyn, which previously had a direct-to-consumer, community-based sales model — the brand sold its technical suits at swim meets — expanded into wholesale in 2021. Retailers that have picked up the brand include Dick’s Sporting Goods, Tyler’s, Scheel’s, REI, Diane’s, HSS and some East Coast surf shops, among other accounts.
Natasha Thomsen, an industry veteran who has worked at Hurley, O’Neill and other companies, recently joined Jolyn as vice president of global wholesale.
She raved about the quality of Jolyn’s suits and fabrics compared to other competitors in the market because of Jolyn’s technical swim roots.
“They are a step above when it comes to fabrications and the quality of the construction,” she said. “These suits are not going to fall apart.”
Michelle Devine and Natasha Thomsen of Jolyn. Photo by SESO.
Mollusk
Surf brand Mollusk, with three shops in California, was showing its men’s and women’s swim lines at the show as the brand looks to expand at wholesale.
Shahr Ghazizadeh of Mollusk said the suits are designed to surf in and many use sustainable fabrics from Brazil and Turkey.
The brand is looking to expand into more surf shops and boutiques, she said. Currently several stores in Kauai are carrying the brand, in addition to accounts in other regions.
A new Mollusk bikini style. Photo by SESO.
Sisstr
The women’s surf brand was showing Fall ’26 at the show, and key trends included polka dots, camo, matching sets, reversible swim, and Peter Pan collars.
A Sisstr matching set. Photo by SESO.
Sisstr has several cute swimsuits that tie back to matching rash guards, surf suits and wet suits that are unique in the market. So instead of a black wetsuit, girls can wear brown polka dots, fashion camo, and other styles, said Sisstr VP of Sales and Marketing Carrie Piccolini.
Camo Sisstr surf suits. Photo by SESO.
Z Supply
The hot-selling apparel, lounge and sunglass brand was showing new lounge and sunglass styles at the show.
Key trends include lace, feminine details, “vintage varsity” prints for game day styles and lounge pieces with farmer’s market themes. When it comes to fabrication, Z Supply is introducing a new whipped rib fabric that is ultra soft, said Angi Hart of Z Supply.
The expanded eyewear selection includes new colors and styles, and all are polarized and priced at $39 retail.
The Z Supply team showcasing the Z Supply lounge line. Photo by SESO.
Hurley
Hurley’s swim licensee InMocean was showing its holiday swim line with an October delivery with the goal of stocking retailer shelves with swim before customers take warm weather trips for Thanksgiving and Christmas.
The Hurley holiday line features deeper, richer colors such as emerald green, reversible styles, conversational prints, and placement florals, where the floral pattern is always in the same spot on the suits, said Hurley Swim VP of Sales Michelle LeBlanc.
Hurley continues to do well with surfsuits, boardshorts and rashguards as some of the legacy surf brands have cut back on those styles with all the changes in the market.
A Hurley Holiday ’26 suit in emerald green. Photo by SESO.
Booē Bags
These waterproof bags with completely waterproof zippers were originally sold online, but the company is moving into wholesale, said VP of Sales Brenton Schulze. The biggest retail customer at the moment is Scheel’s, a large player in the outdoor space, and the brand is getting good sell-through there, he said.
The zippered phone cases and belt cases are submersible, phones can still be used while inside the cases, and they float. The company’s TRU Zip’s patented zipper assembly is fully waterproof, dustproof, and submersible, and makes it easy to open the bags and cases.
Booē also sells backpacks and travel pouches.
A Booe waterproof, zippered belt bag. Photo by SESO.
