SWIM BY CHUCK HANDY RELAUNCHES AS SILOETT

Swim by Chuck Handy has a new name, a new aesthetic and a new investor.

The Miami-based swimwear brand, which was started by Chuck Handy in 2010 to cater to curvy women, has struggled to find its footing. But after an appearance on CNBC’s “The Profit,” Marcus Lemonis, who hosts the show, decided to invest in the business and re-brand it as Siloett.

Lemonis also helped reorganize the company. Handy, who previously held the president and head of design positions, now primarily looks over sales, while his daughter Mary Ellen McAteer, who used to lead operations, has taken on her father’s duties.

The first Siloett collection, which is now made the U.S., includes swimwear along with T-shirts, sundresses, hats, beach bags, shoes and sunglasses. The swimwear lineup, which is available from sizes 2 to 26, is made up of four themed capsule collections: coastal chic; tonal sophisticate; vintage Cubana, and a collaboration with Printed Village, a global online design community that creates original artwork.

“Whether you’re a size 2 or a 26, everyone should have the same access to on-trend fashion,” said McAteer. “As a woman, a designer and a working mom, I understand how a woman’s body changes over the years and that there are never enough hours in the day. My idea behind it was really to design for someone like myself who wants a vacation-ready wardrobe I can quickly pull together that looks like the perfect combination of both curated and effortless style.”

By Aria Hughes

Via WWD