Style Stories Aug 10, 2017


Coast Society epitomizes the universally recognized, supreme values of timeless chic


When it first dipped its toe into the crowded swimwear market in 2014, Italian label Coast Society turned heads and drew envious looks with its dapper collection of swimming trunks for men. Its runaway success is down to its founder Davide Jais, who sought inspiration for the collection’s designs in the golden age of beachwear. Jais references chic midcentury styles worn by jet-setters and fashion-forward aristocrats who frequented Riviera hotspots from Saint-Tropez to Portofino – think back to the days of Brigitte Bardot and Gigi Rizzi lounging in the summer sunshine and partygoers zipping across the waves in iconic wood-hulled Riva runabouts. Even the names of swimsuit models borrow from these colorful personalities – the Porfirio swim trunk pays tribute to the active lifestyle of international playboy Porfirio Rubirosa.

Coast Society bathing suits are cut to flatter the figure and include mid-thigh models that look elegant both in and out of the water. Through the use of fast-drying fabrics, wearers can quickly move from the beach to the chic streets of Monte Carlo or Cannes, pairing their swim shorts with one of the elegantly cut polo shirts from the brand. Its line of smart-looking resortwear offers polos in short- and long-sleeve versions that reinterpret the classic shirt by incorporating a doubled popped collar. Polos are made with cotton and linen piqué to ensure that wearers stay cool and comfortable on even the warmest summer days. For its stylish Gianni polo, Coast Society has gone one step further to create a shirt made of a mélange of cotton and bamboo fiber that is soft to the touch, hypoallergenic and super lightweight.

The same attention to detail is seen in the Coast Society line of swimwear. Made in Biella, the heartland of fine Italian fabrics, the suits are engineered to work well both poolside and for walks on the promenade. Suits feature English-inspired forward pleats on the front for a trouser effect, a coin pocket, side buttoning with belt loop, small side vents at the bottom and double seams at the back. The construction of each pair of trunks requires the careful hand of seamstresses, who assembly the garments with meticulous care.  Another sartorial detail of each swimsuit is a hand-sewn inner lining to give bathers a snug fit and maximum comfort as they navigate the waters of the Mediterranean.

Yet the most attractive element of a Coast Society bathing suit is the colorful patterns that Jais introduces each season. Next to the classic monochromatic and striped looks, Jais experiments with understated prints that reference geometric patterns or marine motifs. The clean aesthetics of these collections are sure to make waves with beachgoers and will ensure that wearers stand out from the crowd when they head seaside.