Why is it that we find informal communication with retail sales people helpful in times of distress? I am inclined to say that all too often, we are reluctant to voice our inner style fears and insecurities to others. We fear that if we open up, we will be seen as weak or unworthy. Moreover, we sense that there is a limit to the willingness of others to listen to our style conundrums.
Some puzzlement has been expressed by many American men with concern to what type of bathing suit to purchase for this Spring/Summer 2019 season. For those of us just setting out to shop for a new bathing suit, the thought of a colorful splash of water may seem invigorating. In fact, these days, swimwear for men has developed significantly in response to rapidly changing consumer taste levels. As far as I know, no one has ever quarreled with the underlying logic of modern day swimwear. In an environment where consumers are benefiting from the tremendous windfall of advancements in both product design and fabric technology, it is relatively easy to project optimum sales growth for an established brand making forthright changes in product development.
In an alternative approach to the transition developed in today's menswear marketplace, Orlebar Brown has achieved great success by combining various elements of swimwear technology with modified design. The formula provides a benefit in comfort and style - a combination that is a sure-fire win for most millennial's and Gen Z consumers seeking new and exciting product offerings with a vintage feel.
Following their CR18 maritime theme, Orlebar Brown’s latest collection continues the narrative by venturing into the depths of the sea. The brand has applied vibrant colors to their collection delivering a bright palette and distorted geometrics that imitate the surface on rippled water. Turning up the saturation with a color palette of hot coral, blazing yellow, spring green and Bahama blue against neutrals of navy, white and pewter, this season’s collection radiates feel-good hues grounded with base neutrals. The brands signature eye-catching prints include a collaboration with London-based studio Good Wives & Warriors, comprised of illustrators Becky Bolton and Louise Chappell.
The Summer Sport collection expands with the addition of Coolmax® The fabric carries moisture away from the body to keep the wearer cool and dry on hot days, helping to optimize performance during indoor and outdoor sporting activities.The Merino wool horton button-less polo is set to be this season’s hero piece. The polo has been developed with intarsia stripes and a contrast panel that lend a modern-meets-vintage look.
I recently had the privilege to speak with founder Adam Brown about the essence of the brand, what men are seeking today in swimwear and Orlebar Brown's newly developed collection for a dynamic season ahead.
Joseph DeAcetis: Talk to Forbes about the history, essence and DNA of the brand?
Adam Brown: The idea for Orlebar Brown came in 2005 during a particular holiday. We launched as a tailored approach to swim shorts and have now evolved into a full lifestyle collection that embodies sunshine, travel, happiness and good times. The word ‘holiday’ is central to everything we do: it is the essence of OB and defines our purpose. The idea came from being on holiday, our customers wear our clothes when they are on holiday; everything is designed with particular types of holiday in mind. Whether sporting, relaxed or something else, the memories they post on social media are of them on holidays. We bring that alive in both product and content that defines our DNA.
JD: In your words, what are men seeking today in swimwear, and how are you addressing their concerns through product development?
AB: Although only 35% of our sales are from swim shorts, for us they are central. Swimwear historically was seen as an add-on to any collection. It is now a category in itself and the whole idea of planning and dressing for holidays is widely accepted. Men think about what they will be wearing for their holidays—it is not just about packing a tatty T-shirt and an old faded pair of baggy shorts.The tailored approach in general is about confidence. Everyone looks better in something that fits them properly whatever their body shape. In a time where social media is so important, whilst I don’t believe everyone thinks like this, there is a consensus that it is ok to be camera-ready as well as wanting to feel good in what they wear. Holidays tend to be a vibrant environment which allows people to be more expressive with their style. We offer swimwear with a flattering tailored fit in a range of finishes, from plain to photographic prints, to suit all personalities.
JD: What makes you unique within the sea of men's swimsuits?
AB: We make the original and best tailored swim shorts, quality assured by our 5-Year Guarantee. Our fit is based on a pair of men’s traditional tailored trousers and have been expertly crafted from no less than 60 elements, such is our attention to detail. We also offer customers the opportunity to personalise their shorts using our Design Your Own #SnapShorts service.
JD: Talk to us about the current collection - style, color, trims and shape?
AB: The word ‘explorer’ was our starting point. When on holiday we are all explorers, so we thought about what that means and we interpret that into Riviera, sport and coastal environments as well as the typical beach world. Utilitarian in style, yet luxe in fabric we’ve brought together the best of both worlds to create an Orlebar Brown version of the castaway wardrobe. All of our core fabrics such as towelling, linen and pique are now partnered with garment-dyed cottons and painterly, camouflage prints with a great new summery palette of watermelon pink, rainforest green and waterfall blue.
JD: If there was one celebrity you would like to see wearing your product, who would that be and why?
AB: I’m always thrilled when I see anyone wearing Orlebar Brown, whether it’s a celebrity or not. I love that the product appeals to such a breadth of customers regardless of age or lifestyle like Sir Paul McCartney, Jay Z, Cristiano Ronaldo and Michael Fassbender.
JD: How has technology aided in the development of the brand, for both product and e-commerce?
AB: We started as an online business and as with everyone else, technology has to be central to everything we do. This includes enabling our customers to personalise product through our #Snapshorts App and insights into consumer behaviour which have allowed us to provide fantastic customer service or tell stories in a directly personal, responsive way.
JD: What does a typical week look like for you?
AB: A week will either fall into one of two categories: home or travelling. At home in London, my week is very routine-based so I’ll walk the dogs and exercise in the morning, then go to our West London office for meetings which will encompass anything customer-facing like product development, design or marketing. If I’m travelling, I’ll usually have no idea where I’m going to be or what I’m going to be doing.
JD: Give me three adjectives to describe your brand?
AB: Vibrant, tailored and brave.
JD: Talk to us about your creative strategy; the creative, your marketing strategy, and development to reach your demographic?
AB: Our creative strategy is informed by our purpose. Orlebar Brown is far more than just a collection of clothes. Everything we do comes back to holidays; what makes them fabulous, the things we see, the people we meet, the memories they create and the health benefits. How we can enable our customers to holiday better really does inform our marketing strategy, product development and ultimately how and what we talk to our customers about.
JD: What is your growth strategy for the next 3 years?
AB: We’ve barely started. Even if we look at the potential market just in our swimwear category, we’ve reached less than 1% of the people who could potentially buy a pair of our swim shorts. Swimwear is actually less than 40% of our business so when thinking about our growth strategy, we want to reach the 99% who don’t know us, as well as introduce them to all the other categories we do. Territory is important since we are designed to be worn around the world. America will soon be our biggest market, in addition to expanding in Australia and growing our presence in the Middle East. We have to be international. And of course, mobile is a great way to reach people wherever they are in the world
