Kaleidoscope Dreaming
Insight’s seamless transition to swimwear is no overnight flash in the pan
The notion of ‘guest’ designers isn’t a new one for surf’s top international brands – think Lisa Anderson for Roxy and Mick Fanning for Reef. But this summer the crew at Insight are taking it one step further, collaborating with a Melbourne artist in the release of their first swimwear range, Kaleidoscope Dreaming, set to hit stores this August.
Combining fashion styling with artistic prints developed by artist Georgina Cullen, Insight is effectively rejecting the mainstream ethos employed by the marketing teams of bigger name brands, focussed on producing lifestyle products for surfers, by surfers. Apparently keen to hit a higher fashion note, it’s the art, not the practicality, that will lead Insight’s swimsuit push.
“The point of difference is the stand-out prints and innovative cuts… designed here in Australia with contributors including Georgina Cullen,” explains Insight’s Jamie Brewer. “A lot of bikini’s out there designed by surf brands seem to be very simplistic cuts, in basic colour ways. We simply followed the same fashion forward direction we apply to the design of our clothes to the swimsuit collection.”
The collection, to be officially launched this month, showcases 23 swimwear styles together with 15 holiday-inspired garments. Steered by Cullen’s fascination with crazy geometrics and kooky prints, themes range from the eccentric to the slightly absurd: ‘Tribal Geo’ is described as an eclectic mix of clashing colours matched against geo shapes and patterns, while ‘Animal Galaxy’ takes a new approach to traditional animal prints. ‘Evil Tropics’ – though sounding something like a sequel to The Day of the Triffids – mixes vibrant summer colours with an “evil take on a retro floral forest”.
Design-speak aside, Insight has been eager to experiment with more than just fabrics. Alongside more standard fashion inclusions such as ruching and beading, the collection will also feature reversible styles and detachable bikinis. Combine this with plaited and cord straps and branded trinkets, says Brewer, and consumers are reaping the benefits of a unique, stand-alone look.
Swimwear designer Ali Mandalis is a little more specific. “The swimwear is really following the clothing in being more fashion-y, more funky, than I guess what you would see with the more standard surf company ranges,” Mandalis explains. “I live in swimmers 24/7 so I wanted to create a good, broad range of styles that you can parade in, surf in, swim in and basically look good in.”
The decision to expand in to swimwear appears a natural progression for the rapidly advancing Australian brand. Currently retailing in more than 500 stores around the country and distributed to 28 countries across the globe, Brewer is firm in his belief that Insight’s general growth is an encouraging portent for further successes in the swimsuit market. Far from being saturated, Brewer says, the segment has been calling for swimwear with a heavier fashion leaning – without the oft-associated high-fashion price tag.
“We saw a gap in the market to design fashion-forward swimwear at a competitive price,” he says. “We’ve always dominated the market place with our men’s boardshorts, so having a bikini line was the obvious choice to further cement ourselves as a surf/lifestyle brand.”
Mandalis is quick to agree with Brewer’s rationale. After touring the world to source interesting vintage fabrics and prints later adapted by the artist Cullen, Mandalis says the next step was to create a range supporting the needs of both conventional surf stores and more city-centric shop fronts. In effect, it meant designing in two parts. “There are some key directional pieces that I think only city stores will pick up – styles that would sit well with Zimmerman, Tiger Lily or Seafolly,” she says. “On the other end there are the more, well, commercial pieces, I guess, that are perhaps more suited to the big international surf stores.”
As for forecast sales, Insight is keeping all predictions general. Willing to confide that pre-line showings have been greeted with positive murmurings, Brewer says buyers won’t see the full range until this month’s launch party. “We’ll be gauging the response as figures come in,” he says.