Todd Snyder launches swimsuits with Montauk Short – WWD

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Count Todd Snyder as the latest company to get into swimwear.

The menswear designer has quietly unveiled his first foray into swimwear with “The Montauk,” a trunk that’s similar to his best-selling Weekend shorts that are marketed as a modern, sophisticated take on a classic board short.

The shorts offer an elasticated waistband, mesh lining, drawstring with metal tips, two side pockets, self-draining back pocket with velcro closure and a key clip. The inseam is five inches, which should reach mid-thigh. There will be 12 colors and patterns in the first drop and prices range from $118 to $128.

Shorts come in a variety of colors and patterns.

“The decision to switch to our own swimwear was easy after seeing the incredible demand at our East Hampton store and with swimwear collaborations with other brands over the years,” Snyder said. “Quality and fit are always essential and, more importantly, they must meet customer needs. We want the brand to be a one-stop-shop for the modern gentleman, so when they come to buy our Seasoft linen shirt or polo shirts, they can now see swimwear.

The swimsuits were quietly launched on Todd Snyder’s e-commerce earlier this week.

The designer, who celebrated its 10th anniversary in business last year, has transitioned from its initial wholesale model to a direct-to-consumer model. It operates four stores in New York and Connecticut with a unit in Williamsburg, Brooklyn, expected to be added in the spring. The brand, known for its modern American menswear, was bought by American Eagle Outfitters in 2015 for $115 million.

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