The cuts are still revealing, and bright colors were far more prominent than neutrals among swimwear brands’ offerings at Surf Expo earlier this month.

Color, in both solids and prints, came to life with unexpected combinations, piping details, and reversible and customizable options.

Texture and ultra-feminine details combined with functionality were also trending at this year’s show at booths from brands like Jolyn, PQ Swim, Maaji, and more.

Here are some swimwear highlights from Surf Expo earlier this month.

Jolyn’s Youth-Friendly Functionality and Adjustability

Jolyn’s designs have been popular among competitive swimmers and lifeguards in middle school and high school for more than a decade, and the brand launched its seasonal surf line “for the overall water girl” in 2022.

Girls (and their parents) love the brand’s full coverage bottoms, tie-back tops, large range of sizes, quality, and value, where the MRSP on one-pieces is $70 to $76, and the MSRP on two-pieces is $34 to $48 per piece.

“We have not embraced the whole inflationary situation,” said Michelle Devine, sales director of strategic accounts. “We’ve been able to hold the price, so the value to the consumer is really strong.”

Recycled SurfTec fabric is made from 100% recycled materials and is soft and moderately stretchy while still holding its shape.

“It’s designed to stay put, even in the waves,” Devine said.

Originally available only direct-to-consumer, Jolyn is now in a growing number of retailers such as Tilly’s, Scheels, and All American Swim. But the brand wants to grow awareness among more retailers that it’s also available wholesale at shows such as Surf Expo and Swim Collective.

Maaji’s Versatile Explosion of Color

Known for its creative approach to mixing prints since it started 20 years ago, Maaji Swimwear is in a new cycle, focusing now on texture and solids.

The brand returned to Surf Expo to grow its wholesale business after taking a hiatus through the pandemic, said Head of Sales Monica Bossard.

Maaji had a steady stream of back-to-back appointments throughout both days of the show, where the team showed off items like reversible bikinis complete with a plunging, long-line triangle bikini top in colors like lime green and cobalt blue, and its hero underwire top in both bright and more subdued hues.

The brand is now also building on the success of its reversible styles by adding in different colored ties that can be switched out for playful contrast.

“You’ve heard of your denim bar? This is like your bikini bar,” Bossard said.

Textural Details at PQ Swim

San Diego-based PQ Swim was showing its Summer ’25 swimwear line for the first time, which featured textural elements such as lace, macramé, and its signature hand-sewn crochet design.

“For us right now, brights are trending, as are textures, subtle treatments, and details,” said Anne Kelly, PQ’s VP of sales.

PQ’s popular Isla collection with macramé details on the top is available in bright colors year-round, and the brand peppers in new colors that are merchandised in product lines as they’re introduced throughout the year.

Its crochet collection, designed in collaboration with Brazilian designer Solange Ferrarini, is hand-sewn and is still popular, Kelly said, and lace and sparkly textiles are also trending.

“We’re just really trying to maximize on what has been working,” Kelly said.

It’s Now Cool, Dippin Daisys, and Legacy the Label

These three up-and-coming brands had buyers talking on the trade show floor:

• Dippin Daisys brought affordable swimwear with ultra-feminine details such as lettuce hems, bandeau bikini tops, and fruity and floral prints.
• Australia’s It’s Now Cool brought a selection of updated ‘90s-inspired swimwear with neon color blocking, piped edges, and crochet.
• Founded by former pro-surfer Leah Thompson, Legacy the Label just launched in May with a nicely edited array of fashion-forward but ultra-functional one- and two-pieces in black and green, plus an eye-popping maxi dress that comes in black and white.

Kate Robertson can be reached at [email protected].

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