Los Angeles-based activewear and lifestyle label Year of Ours, founded by Eleanor Haycock alongside designer Alejandra Hernandez in 2016, is expanding into the swimwear category.
“When we started Year of Ours seven years ago, Eleanor and I always wanted to expand into swim. There were opportunities throughout the years to do different collaborations with swimwear brands, but we held off because we believed it would be stronger if we launched our own collection,” Hernandez told WWD. “We started the development process March 1, 2022, and it took us a year to get here.”
“We are really looking at it as a new category, rather than a one-off collection,” Haycock added. “We learned with active that having core styles is really key to a brand. If you have 30 new styles a month, it’s hard to translate that and get people excited about those fits. So we started with a lot of concepts and ideas and really realized we need 8 to 10 core styles to perfect in a fabric we love, and really run with that for our first year in swim.
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