There has been a quiet revolution within the men’s swimwear industry. Men are slowly shying away from body hugging and quite simply unforgiving Spandex briefs, to shorts that are more tailored and stylish. Marc Jacobs was (in)famously pictured in St Barth’s back in 2012, wearing skimpy little nothings. I wasn’t sure where to look, so I focused on the Hermès Birkin which he used as his beach bag.
British swimwear label Orlebar Brown pioneered the more grown up approach to swim wear, by creating not just swim shorts but shorts we can swim in. Adam Brown, founder of Orlebar Brown, gives us an exclusive insight into his business.
Below: Adam Brown, founder of Orlebar Brown
Can you tell us a little about Orlebar Brown and the launch of the new accessories this summer?
Orlebar Brown launched in 2007 with 4 styles, 5 colours and 4 sizes. We decided to gradually take Orlebar Brown off the beach and into the resort with transitional pieces. We introduced complimentary shirtings in 2010, and are now continuing the journey with our first line of sunglasses and shoes. These individual elements help to convey our original ethos of an OB Way of Life, bringing the brand to life whilst keeping in touch with the original core product that made us who we are today.
Many companies appear to be very inspired by Orlebar Brown’s success, and we are seeing more smartly tailored shorts and resort wear. What are your thoughts on that?
It is nice to hear that we struck a cord and started a real trend within the swimwear market. There have been a couple of times where you just feel it is too close for comfort but by and large we are flattered. We carry on with what we are doing and our belief that the original of anything is best. As Coco Chanel once said: “You are only relevant whilst you are being copied.”
What do you think are the challenges facing Orlebar Brown in terms of penetrating the Far Eastern market? Any plans for a store in Singapore soon?
The Far East is a constant conversation at OBHQ but I think you have to do it properly. If the timing or partner is not right then I believe it would take us a long time to be able to try again. We have great stockists around Asia, including Club 21 in Singapore, so we have a really strong start. Stores in Asia are high on our priorities list and one we have to get it absolutely right. We have customers at our UK website from all countries in Asia. Customers in our London stores are often visitors from Asia who seek us out and appreciate our understated approach to resort wear. Our primary challenge is finding the key partners who can help us get it right.
Many celebrities have been pictured in Orlebar Brown shorts: Jamie Redknapp, Hugh Jackman, David Gandy, and even Marc Jacobs! Who do you think will look great in a pair of Orlebar Brown shorts?
I am always so flattered when I see the shorts being worn. A man looks good in a well cut suit, shorts should not be any different. Fat, thin, big bottomed, concave chested or muscular it does not matter: A good fit is just more flattering. Men had been conditioned to believe that they can only wear something tight for sports or baggy for leisure. The general movement now is towards something more tailored, I believe our message is slowly getting through.
Looking back over the past seven years, is there anything you wished you had done differently?
So many things you think you could have done better or differently but essentially you have to look at the journey as a whole. Perhaps I would have invested in the team slightly earlier? It is often a game of smoke and mirrors when you are starting out. Are there things I could have done differently – yes. Do I have any regrets – no.
Many fans are tagging their pictures @OrlebarBrown. What are your thoughts on that?
I love the fact that this social interaction is happening. From every perspective it is fabulous. The fact customers take the time, we can see they feel an affinity with us and gives us a great insight into who our customer is, how they wear the product, where they wear it, what they are doing and what they are saying. It is invaluable for us as a learning tool as well as being an integral way for us to communicate.
Finally, what is your OB Way Of Life?
Sunshine, beach, waves, calamari fritti, rosé, scrabble, camera, music, ratty dogs, a smoke, good books, a completely empty diary, lots of friends – and of course a pair of OB’s!
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