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Australian swimwear brand MOAT set to springboard into USA

19
Jul '12

The swimwear industry’s longest running trade show, SwimShow, will play host to one of Australia’s freshest young surfwear brands when it hits Miami Beach from July 21-24 for its 30th Anniversary celebrations.

The ultra sleek high-fashion-meets-beach-nomad style of emerging Australian swimwear label Muther Of All Things is certain to turn heads when the label debuts it’s 2013 range during its first appearance at SwimShow. Recently signed to U.S. swimwear agency 3 Femme Showroom, Muther of All Things (MOAT) is already stocked with a handful of progressive retailers in North America, including Free People, Swell, Sirene and Derriere De Soie, however SwimShow will signal the label’s first concerted push into the U.S. swimwear market.

“Miami will be our first trade show with Muther Of All Things,” explains MOAT co-founder, Marisa Sidoti. “We are over the moon about being a part of something so big; its going to be a great way to showcase our brand and our new range, which we are sure will be loved in the States. It’s also going to be wonderful to meet the buyers in person, and of course work alongside the ladies from 3 Femme Showroom.”

Inspired by Byron Bay’s bohemian-chic surf lifestyle, Sidoti formed MOAT with longtime friend Joceline Godfrey. Although only into their third year of operation, the duo’s knack for creating functional surf wear with fashion-forward sensibilities has quickly garnered the label global attention. MOAT has featured in internationally-revered fashion blogs like Oracle Fox and Bikini Bird, and the musical queen of futuristic fashion, Grace Jones, was photographed sporting one of MOAT’s wetsuit jackets.

The Muther Of All Things 2013 collection is titled ‘Tales From Birdland’ and is inspired by elements of nature, with prints that conjure up a wilderness journey through diverse themes like parrots and zebras through to mushrooms and floral Valero rings. It’s a combination Sidoti thinks will resonate with beach-goers thanks to strong prints and colors that compliment the season.

The ‘Tales From Birdland’ collection is exemplified through inclusions like the ‘Gina’ print, which draws on wonders and discoveries found in pristine natural environments, like floral buds spied during a forest walk. Sidoti’s other key picks include The Lume, a striking one piece with a tailored cut that’s flattering for all body types. “I am also in love with our new rash top with a half zip down the front,” said Sidoti.

Founded in 2010, Muther Of All Things is in?uenced by the eclectic and cosmopolitan surf culture lifestyle of Byron Bay, Australia. Run by longtime friends Marisa Sidoti and Joceline Godfrey, MOAT’s range of swimwear and wetsuits deliver a breezy magical touch of both sophistication and playfulness.

Muther Of All Things


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