How Sheertex Is Moving Into Swimwear
Hosiery brand Sheertex is expanding into swimwear with the aim of providing durable yet sheer bathing suits. The company’s signature lightweight yet resilient fabrics, which are designed to prevent snags and runs in tights, will translate to swimsuits. Sheertex believes the swimwear market lacks innovation around comfort, fit and sustainability, providing an opportunity for its technology and approach.
Finding a white space in swimwear
Sheertex co-founder Julie Sariñana said the brand saw an opening for “performance swimwear” that is high-functioning, comfortable and eco-friendly. Most swimsuits today are still made of nylon, Spandex and Lycra, which tend to be irritating, clingy and develop ‘sag’ over time. In contrast, Sheertex uses high-tenacity nylon and elastane fabrics that are four times more durable than traditional materials but feel nearly indistinguishable from sheer fabrics. These materials offer “swimsuit comfort with hosiery performance,” Sariñana said.
Leveraging hosiery experience
Sheertex is leveraging the expertise, technology and supply chain it developed as a hosiery brand to launch swimwear. The materials and construction techniques translate directly from tights, and the brand aims to provide the same versatile, sustainable and long-lasting products for swimming as it does undergarments. Sheertex also uses computer-aided design and 3D knitting technologies developed for hosiery to optimize the fit, comfort and performance of its swimsuits. The hosiery background has “primed us to enter this new category,” Sariñana said.
Testing viability and expanding reach
Sheertex started by introducing a line of one-piece swimsuits and bikinis, with plans to expand into tankinis, monokinis and more based on customer feedback and growth. The new category is still a “test” to determine viability, Sariñana said, but has potential to significantly broaden Sheertex’s customer base beyond hosiery buyers. Swimwear also provides an opportunity for brand partnerships, as other labels look to innovate in comfort, performance and sustainability.
Sheertex aims to transform the swimwear market through innovative, eco-friendly and high-performance materials as well as tailored designs that provide optimal comfort and fitting. While expansion into swimwear is still being evaluated, the potential rewards of growth and greater sustainability and innovation resonate with the brand’s mission. By leveraging its background and developing new innovations, Sheertex hopes to make a splash in a market ripe for change.
