The story of our swim shorts

May 2018

An occasionally-used, somewhat mystifying piece of the men’s summer wardrobe, the swimming costume had pretty much run its course. Sidelined by its seasonality, reduced to limited wear, its allure lay forgotten at the bottom of the beach bag; it had become taken for granted, a stylistic non-event, devoid of all personality.

The mission was to restore its zest for life, with the expert legacy inherited from Italian tailoring. To cut it in contemporary fabrics, make it high-performance. Play around with solids, stripes and geometrics, for on-point patterns. Tailor it to move with the wearer. Curate every detail, to the point of obsessiveness. In other words, to raise the category’s status.

A Coast Society swimming costume is all this, and more. Elegant, distinguished, urbane, evocative, sporty, versatile, it is an artful blend of style and wellbeing. Donned with panache, it raises the bar of classic “sea and sun” apparel. Whatever one’s destination, Coast Society heralds the return of something not seen since the golden years: dapper dressing at the beach. A concept that’s oxymoronic by definition, this is the ideal, novel expression of consummate Italian style.

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