Swell Summer Catalog, Featured Photographer: Jim Russi

May 12th, 2011 | By | 2,733 Comments

About the man behind the lens of the 2011 Swell Summer Catalog (and the 2008 Summer catalog, for those of you who have been following)…Jim Russi


So how does a guy turn a week long vacation on the North Shore of Oahu into a 30-year stay, a house at Pipeline, and a career as one of the best surf photographers in the world? It’s been a long road for Palos Verdes native Jim Russi who started his journey as the photo editor of his high school newspaper, and later earned a degree in fashion and advertising from Brooks Institute of Photography in Santa Barbara.
After graduation, Russi headed straight to the North Shore where he learned his degree hadn’t prepared him for the complicated curriculum of the “school of surf.” Such as, how, when and where to swim out, and with whom. However, Russi quickly received his “masters” in water photography with mentoring from Dan Merkel and Aaron Chang. (more…)

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Summer Catalog: Outfit Inspiration

May 11th, 2011 | By | 3,090 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


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