Summer Catalog: Outfit Inspiration

May 11th, 2011 | By | 3,037 Comments


Hi All,
We just launched our May catalog, and this issue has to be my favorite one to date. Not to toot our own horn…but the outfits turned out spectacular…so toot, toot! Michelle (our stylist) and I had a blast creating and fine tuning the looks. My goal was to recreate all of the laid back, casual/cool looks, which have inspired me over these past few months…picking up on street trends from the coast to Coachella. I wanted to incorporate a piece of California into every look, along with a touch of inspiration from beaches around the world.

The summer catalog captures the essence of the Swell girl: unique, eclectic, and free.

Above are my top three favorite looks out of the catalog. I’d love to get your feedback, so leave a comment and let voice your tops picks.

See new of the outfits HERE


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New at SWELL: Undrest

May 10th, 2011 | By | 485 Comments

Un-Drest to the nines, and rocking solid tens across the board. New to SWELL, Undrest by the Sea is a collection of hand-knit bikinis with retro style (and chevron stripes) written all over them. To top it off, the 100% LA-made bikinis support sustainable and socially responsible fashion production. Groovy.

See what’s new from Undrest HERE

As Seen In: Cosmo

May 9th, 2011 | By | 3,557 Comments

The L*Space Stardust Fringe One-Piece!


Cameron rocks the Stardust…and thus makes Ziggy look milder than a Jack Johnson concert. Get it HERE

Is Baja Dangerous? – Un Cuento Cortito de Baja Norte

May 6th, 2011 | By | 1,538 Comments

This post seemed proper for the day after Cinco de Mayo. I scheduled it to coincide with all your tequila headaches. Enjoy!

We left for Mexico on a Friday evening. The day before, my grandpa waved his hairy finger at me saying, “Not a good idea son, NOT a good idea at all!” So I had my concerns when we got to the border just before midnight. Our last minute decision to head to Baja after work put us behind schedule, but the thought of fresh tacos and caguamas lured us south despite everyone’s best advice.

Common phrases when you say you’re headed to Mex.. “BE CAREFUL! Don’t get killed over there!” or “Come back with your head still on your shoulders!”

Even though we were frothing over the buoy readings all week, a day full of pessimistic small talk definitely poked some holes in my dream canoe. Any mention of Baja to friends or coworkers and they’d start talking about beheadings, killings and anarchy… Not really what you want to think about as you near the border.


11:24pm: Tijuana Border Crossing

As soon as we could see the twinkling lights of TJ, my brother and I started searching for reasons to double back. At the MexInsur booth we asked the lady if it was dangerous driving over the border at nighttime. Fishing for a bloody cartel story or something of the sort, we sat there bracing for the worst. To our surprise all she gave us was a warning for possible foggy driving conditions near the coastline. A bit confused we then prodded about the drug war, the killings and such. Her response, “If you guys don’t have any drugs on you then you should be fine, Have a safe trip!” and then she slid the window closed.

You know what happened next? Nothing! absolutely nothing. We took the road south and aside from a slight detour through town, everything seemed normal. We arrived to our destination with fresh beers in hand and our friends greeted us with tequila shots and similar stories of an equally safe arrival. I remember thinking, “Maybe the MexInsur lady was right, maybe Mexico is safe.”


No Salt, No Lime, No Problem


Cartel Doesn't Kill Surfers