The inspiration behind Volcom Swim for spring 2010

Volcom recently hosted a fashion show for its spring 2010 swim line. I wasn't able to attend, but followed up with Rene Heinz, Volcom's divisional swim merchandiser and Suzanne Vallely, Volcom's swim designer, to learn more about the line.

On the company's last earnings conference call in April, Volcom CEO Richard Woolcott said the 2009 swimwear line was having good sell through and reorders at that point in the season. We'll get updated information on the performance of the 2009 line on Thursday, when Volcom reports second quarter earnings.

Here is some more information about the 2010 spring line from Rene and Suzanne.

How would you describe the look of Volcom swim?

Overall the look for spring is "rock and roll vs. fun in sun." The idea of opposites working together to create something unique. The Five Speed Fever theme is perfect for this look. We have paired the barley there bikini with oversized boots and rock and roll accessories. The theme supports the line inspiration. Pretty solid color paired with unexpected photo prints. Collage art mixed with clean stripes and dots. Chaos and order with a purpose.

What are some of the key retailers that carry Volcom swim?

HSS, Jack's, Surfside, Becker, WRV, Hotline, Coastal Edge as well Pac Sun, Tilly's, Zumiez

Are there any interesting swim trends for next year?

The stand out trends for swim this year are bright clean inviting colors paired with black. Some new hard wear details, mixing and matching prints and understated branding. Taking inspiration from the late 80's early 90's, we have played with great prints, ranging from photo real to simple two color stripes. Putting a twist on the traditional bikini silhouette is what we find exciting.

How does Volcom swim mesh with Volcom Girls clothing?

When designing the collection we try to make sure the two lines look like they are coming from the same place - but not an exact tie back. We have a few crossover prints, but for the most part each program stands on its own.

What are the challenges of making swim in-house vs. licensing?

I would say our program has run pretty smoothly. The only challenges we have faced are the same ones a licensee would face. We have a tight team in control of our swim product.

Are retailers responding strongly to any particular styles for next year?

The response to the 2010 line has been very positive, so far! As far as a stand out. That is hard to say, we work really hard on balancing our collection to appeal to many different markets. Our brand has gone global and so have we.