All I Sea Launches In Asia
New Australian Active Swimwear label ALL I SEA is venturing off-shore, landing their first overseas stockist in Singapore. The deal sees the brand stocked online and physically with InZone5, securing their place in the exciting fitness boom being experienced in the island state.
ALL I SEA was founded by Olympic Swimmer Leisel Jones in conjunction with health and fitness PR agency co-founders and fitness enthusiasts Keri Kitay and Scott Henderson, with the aim to bring an authentic performance focused product that captures the essence of the an active and aquatic lifestyle.
“Launching into Singapore is extremely exciting for our team” tells Creative Director Scott Henderson. “There are several markets worldwide that are experience exciting growth & developments in their health and fitness cultures, and to be supporting the local athletes and being a part of those early stages of fitness culture is what ALL I SEA is all about.”
Innovation and early adoption is not new to the trio who created ALL I SEA. The brand is the innovator of the category Active Swimwear in Australia, and is the first dedicated business in this category. Since their launch, major players in both the activewear and swimwear industries have taken notice, further cementing the validity of this new category.
“There are huge fitness trends, both locally and internationally, lending them selves to multi-sport workouts. Variety in our workouts is what is motivating participation and retention rates in gyms. There is no reason that a workout should be limited by the environment you train in, and our range opens up a world of possibilities for athletes” Scott says.
The brand seems to be on the mark, having launched in January and landing a contract with Australian retailer The Iconic within weeks.
ALL I SEA’s first collection, The Bondi Range encompasses 9 key pieces across women and men including a one-piece, mix and match tops and bottoms for the females and swimmers, compression shorts and boardshorts for the men, and a unisex tank made from Merino wool.
In designing the high performance range, ALL I SEA has considered specific features to craft the perfect garments. From aqua seal non rust zippers to the placement of the zippers, high performance, functional, quick dry and breathable fabrics, the length of the shorts suitable for both squatting, running and surfing and elastic waistbands to ensure maximum movement and support in the garments.
“We are all athletes, and we wanted a product that lets us live our lifestyle without any obstacles. Going for a run and then a swim and to the gym, without been stuck in the middle of bathers and running gear. We wanted something truly transitional.” CEO Keri Kitay says.
“We can’t wait to see how the product goes in Singapore, especially among the growing triathlon culture” mentions Kitay. “With so many expats living in Singapore and shopping on InZone5, this partnership allows us to share our brand values with a truly international audience”.
ALL I SEA will be launching with InZone5 mid-April.