Concentrating on simplicity, Malia’s line of suits will fit just right.
Pro Surfer and Swimwear Model Malia Jones is joining the ranks of many other model-entrepreneurs and launching her own swimwear line. Inspired by luxurious simplicity, the summer 15 line uses luxe Italian fabrics and sophisticated silhouettes. The line is priced in the $200-$800 price range, and it will be available for purchase at the Four Seasons Hualalai, Four Seasons Maui, Viveroy Antigua, and online at www.maliajones.com.
Malia drew inspiration from her life in Hawaii when deciding to launch her own line. “My whole life has been spent surfing in and modeling swimsuits around the world so I live in a bikini,” she said. “But swimwear is very seasonal and trendy, so I have never had that go to brand of swimwear that offers those swimwear basics that I know will always fit right. Needing those basic styles and fits inspired me to create a collection of swimwear in beautiful fabrics, neutral colors and some seasonal prints that you can always get as your go to pieces. The cover-ups compliment the swim and are understated and elegant but easy to wear anywhere. So whether you’re off to a surf trip in Costa Rica or staying somewhere fancy in the South of France, they are basic, beautiful pieces you can throw in your weekend bag to take anywhere and dress up or down.”
I also asked Malia about what she is most excited about for launching her own brand. “The most exciting thing about starting my own line has definitely been wearing it,” she answered. “I live in Hawaii, so I’m still in a bikini every day. I get to see how the suits work in the surf and how they feel if I wear them all day by the pool. I love wearing the cover-ups around the beautiful resorts here or just lounging at home. Everything is so beautiful and comfortable, I’m so excited to wear everything.”
Jones is one of many female pro surfers translating the surf lifestyle into a profitable business. Other surf community staples, like wife of the late Andy Irons, Lyndie Irons, is the the co-founder of Acacia swimwear, and girlfriend to 11x world champion Kelly Slater, Kalani Miller, is the co-founder of Mikoh swimwear. Those are just a few ladies making a splash in the swim market.
These new brands have been able to put a much more high-end take on the swim scene, and as a result, they have revolutionized the market standard. Larger companies have had to alter their marketing strategy of women’s swimwear/surfwear to compete with these more exclusive brands. Companies have paired with high-profile models to brand their lines. In some instances, this has been incredibly successful, such as in Ripcurl’s launch of “Alana’s Closet” in conjunction with Ripcurl surfer Alana Blanchard.
Malia Jones is a former Sport’s Illustrated Swimwear model, and she has the high profile name to give her line the publicity it needs to make a mark. We’ll see how the brand differentiates itself from other boutique swimwear lines when it launches this summer.
