Behind the brand:
If you’re looking for a ‘go to’ beach brand, other than Australia, where better for it to originate from than endlessly sunny California? Certainly, all that sparkling blue Pacific sea and rolling surf provides a great testing ground for new beachwear company Minnow Swim’s latest creations. Minnow Swim’s owner is Morgan Smith – a former product marketer with big children’s brands such as Bugaboo and Storq. Not surprisingly she loves nothing better than to spend all day at the beach with her husband and young son Theo. And because of that she was after kids beachwear that wasn’t just practical, unfussy and contemporary, but it also had to be incredibly durable.
Why you’ll love it:
Her SS16 collection – which contains five main shapes – brings us the gorgeous, colourful Liberty-like flora print such as that found in the unisex long-sleeved Rashguard. The pattern is also in the boys Floral Boardie shorts (which have cute detailed piping to match the draw string tie) and the incredibly sweet girls Floral Bandeau set. Real cuteness though, we believe, comes in the form of the girls One Piece Ruffle swimsuit (go check it out now before there’s none left!). Colour-wise, Smith has gone for what she terms a ‘sun-kissed palette’ encompassing classic navy. We’re just wondering when those stylish boys shorts are going to be produced in adult sizes?