Breaking outside of its underwear and loungewear roots, DTC brand MeUndies is launching swimwear, the company said in a press release emailed to Retail Dive Tuesday. The collection is made from recycled plastic bottles and recycled nylon and keeps the same brand focus on soft fabrics.
To start with, the swimwear collection includes one-piece bathing suits and two different bikini styles for women, as well as regular and long swim trunks for men, all priced between $38 and $78 for members and between $48 and $98 for non-members.
The launch comes just a month after MeUndies introduced a new, performance-focused fabric for its underwear and socks, looking to target active consumers.
MeUndies is adding a new category as it looks for expansion.
In many ways, swimwear is a natural extension for the brand, which began in the underwear space and has since expanded to offer loungewear and other basics like socks, T-shirts and tank tops. For intimates brands and retailers, swimwear is often a go-to category expansion thanks to the similarities in design.
Victoria's Secret has been on and off with the category but announced in February that it was bringing swimwear back to stores. Aerie also sells the category, and several DTC brands have expanded their offerings to include swimwear, including period brand Knix, which debuted its offering in summer 2020, with the pandemic in full swing.
The DTC intimates category has been hot recently, with swimwear brand Andie announcing in April that it would launch intimates and bra brand Third Love expanding into loungewear in February. Lively, which was acquired by Wacoal in 2019, also sells intimates, swimwear, activewear and loungewear, with plans for more expansion.
The activewear space is another one that many intimates brands, including MeUndies, have their eyes on. With the launch of the Breathe collection in April, MeUndies began specifically targeting active consumers. While the category has been focused on underwear and socks for now, it could be the beginning of a larger play in the space, similarly to period brand Thinx, which debuted leggings, shorts and leotards in January as part of its shift into activewear.
"The idea for MeUndies Swim was actually inspired by our loyal customers, who have been asking for a way to enjoy the soft fabrics they normally wear lounging at home or out and about for swimming and hanging out by the ocean," Jonathan Shokrian, founder and CEO of MeUndies, said in a statement about the swimwear launch.
The collection will launch in three drops over the summer, with limited edition prints in each one.