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Shinesty’s Faux-Denim Swimwear Might Usurp “Jorts” This Summer

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One of the qualities denim is most lauded for is its versatility.

This spring has seen innovations like temperature-smart fabrications and super-light weaves come on the market, making denim more vacation-ready than ever. But alas, a water-friendly textile it is not. Luckily, digital printing (a technology that also happens to be an up-and-coming trend in denim) can give the appearance of denim swimwear, without the discomfort and waterlogged weight of a real denim bikini.

Colorado-based novelty apparel company Shinesty touts a company mission “to produce the most outlandish collection of clothing the world has ever seen.” The company’s 2019 swim collection may be just that: it features men’s and women’s swimwear printed to look like denim.

“Denim is an iconic fabric that has been defining American style for generations. Unfortunately, it’s not the best fabric for occasions involving heat or moisture,” said Shinesty’s CEO, Chris White. “Using digital printing, we are able to apply this iconic style to almost any product and take denim where it’s never gone before.”

That includes a swim brief (or “Jeado”), trunks, bikinis and one-pieces, fashioned with faux rivets, printed-on pockets and realistic whiskering. The collection ranges in price from $29.99 to $59.99, and a trunks/briefs multi-pack is also available for $99.99. White said the denim-style swimwear is a natural extension of the brand’s love for the fabric.

“Much to our mothers’ dismay, we make a variety of products in faux denim,” said White. That includes men’s boxers, sleeveless blazers, a ski suit, and women’s seamless thongs (it seems like just yesterday, denim underpants were retailing for $315, but Shinesty’s faux version are a cool $15). So does that mean more faux-denim summer clothing, and potentially swimwear, is in the company’s future? “We’ll put a denim print on just about anything,” White said.

The denim-print swimwear is available in Shinesty’s summer catalog, which will hit mailboxes this week. The brand will also expand its licensing partnership with Anheuser-Busch to create a line of apparel with Bud Light branding. Swimwear and shorts will feature the Budweiser and Bud Light logos, along with silk kimono robes, polyester short suits, and Shinesty’s “Pajameralls,” overalls made with sweatpants fabric. That collection will launch in early summer.

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