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  Photo courtesy of Beach Riot

Swim brand Beach Riot, fresh off its big win at the SIMA Image Awards for Swim Brand of the Year, is launching its first apparel line at the new AXIS show in New York this weekend.

We asked Beach Riot Founder and Designer Nicole Hanriot some questions about the new venture.

Beach Riot, which at one point worked with apparel manufacturing company Loomworks, remains an independent company and is one of the young, up-and coming brands making some noise in the industry.

Why expand into apparel?

Nicole Hanriot: Apparel is something I’m passionate about and have always wanted to create for Beach Riot.

We have been so lucky with how much love the market has shown Beach Riot swimwear.

We really felt now was the time to introduce a complimenting category into the mix —you know, cool pieces that can be worn beach to street and vice versa.

Describe the aesthetic of the line?

Nicole Hanriot: Staying true to my love for the 80’s and 90’s, the collection was designed around personal everyday basics -contemporary items every girl needs in her wardrobe.

There is something for everyone, from fun kitschy tees to some amazing leather pieces. All the pieces have that edge to them the way Beach Riot swimwear does.

One of my favorite pieces is an embossed leather jacket that says “Adios Bitchachos” on the back. It’s very Beach Riot!

What are some of the key pieces, categories and price points?

Nicole Hanriot: The collection has a range of woven tops, graphic tees and casual contemporary pieces including dresses, rompers, sweaters and a few leather pieces.

There are some great loungewear pieces that really have that beach-to-street vibe. There is also a complimentary swim collection using key prints and textures from apparel pieces. The line is really a contemporary offering and the prices reflect that.

Have you hired new employees to design and merchandise the line?

Nicole Hanriot: I continue to design the collections myself but have a great team behind me. We brought on a great new merchandiser, Alana Rhodes, who previously worked at Stussy and we have a new production manager in place as well.

What is the target distribution?

Nicole Hanriot: Beach Riot’s sweet spot is contemporary fashion and the fall apparel collection is no different.

At the same time, we really see some space for fashion in surf and lifestyle stores so expect to see key pieces there as well.

Do you think Beach Riot apparel is filling a void in the somewhat crowded contemporary space?

Nicole Hanriot: There are a lot of established brands and they bring great product to market. At the same time, it is very clear consumers want something fresh and new. We feel Beach Riot can fill that space.