American lifestyle retailer of clothing, accessories, footwear and home products – Lands’ End has unveiled a new kids’ swim collection for Spring/Summer 2017 that features UPF 50 sun protection and leading fabric technology boasts of a recommendation from the Skin Cancer Foundation. The assortment comprises of exciting yet functional swimsuits, trunks for boys, fast-draining water shoes, monogrammed beach towels, coordinated cover-ups and tote bags.
Also Read – Reformation forays into kidswear
In order to make their designs not just fun and colourful, the brand has worked on swim pieces for girls that are smart with tug-less fits that prevent the straps from sliding down and bottoms from riding up. For boys, they have made board shorts and swim trunks designed with restful mesh liners and soft internal drawstrings for a perfect fit without chafing.
To make sure the collection covers kids of every contour and size, they are offering an inclusive selection of sizes ranging from 2T to 20, Slim, Plus and Husky.
“We have not one, but two target customers when building kids’ swim – moms and kids. We work hard to develop quality swimwear with sun safety that moms will love with the style and comfort kids want,” explains Todd Christiansen, Divisional Merchandising Manager of Kids’ Merchandise, Lands’ End, adding “With that in mind, we created a line of fun and playful swim that will stand up to kids’ non-stop summer activities.”
