Eco Essentials
The Australian brand, Sea Level Swim, which debuted in 2018 to acclaim in both Oceania and the USA, is brought to the UK market this year by The Collections Agency. The brand offers precision contouring and body-moulded swimsuits made from regenerated nylon (upcycled from pre-consumer waste). Despite being a relative newcomer, the brand is backed by Bond-Eye Australia which has a wealth of experience and a portfolio of brands (Bond-Eye, Artesands and Nip Tuck Swim). Sea Level is currently Australia’s #1 independent retail swim brand.
The collections are future-focussed, designed around the idea of easy, mix and match solutions in new season colours and signature prints. Sea Level Eco Essentials is the core to the collection with recycled textiles for soft and premium quality in four must-have colours updated with new seasonal shades. The label offer a wide cup sizing from A to G with a diverse range of styling from regular pant to boy-leg, with push-up, underwire, multi-fit and tankini bra styles, aimed primarily at the 25-45 year old consumer. Styles offer flattering styling and 360° power mesh hidden support technology – fit, function and fashion.
Pilgraim underwire bra style with gathered high waist pants
Elite cobalt long line suit
Botanica bikini with retro high waist briefs
Parkland bikini
Spinnaker bandeau suit
Oceano textured white one-piece
Honeycomb single shoulder one piece
Steve Philpott, CEO of Sea Level Australia explains their strategy: “Our initial strategy with the brand, after gaining a foothold in Australia and New Zealand, was to focus our energy on the North American market first where we already had a significant market presence across several of our brands. We leaned into some strong retail and sales/distribution relationships, we introduced the brand as some shows including Miami Swim Week and we had a solid 3PL in place to service the business. With this backdrop Sea Level soon became a top brand in several selected and leading US swim retailers including Nordstrom, Neiman Marcus, Zappos, Anthropologie and Board Riders.”
And how the Sea Level brand make such as quick impact? Steve explains “first and foremost, the brand is built on quality and fit – this is the core approach to all our brands and something we never compromise on. Secondly we believe in relationships and the integrity of win win partnerships. These are the values we practise and live by and are an internal compass that guides how and with whom we work with. Finally Sea Level performs at retail and SELLS! The sell-through is what has delivered the growth and we have been able to back the fashion stories with replenishable Core Essentials in all of the best-selling styles.
“With over 100 years of collective experience in our brand team we live and breathe swimwear and have done so for decades. This is gold as it can only come from experience; it is genuine and has a legitimacy that is clearly understood.”
So what of the UK market? “As the business has grown and we have all begun to travel again, we have our eyes set on the UK and European markets. We introduced Sea Level at Splash Paris this year as an experiment and were very buoyed by the reaction. I have no doubt that there is an opportunity to explore with the right collaborations. One such relationship is the one we are forging with The Collections Agency, and we are very much looking forward to working together to develop and build strong prospects in the UK and Irish markets.”
For more information contact Irene on 07962 126563 or David on 07825 091369 at The Collections Agency.
Botanica spliced one-piece
