In Pictures: Tess Daly’s Naia Beach Launches Men’s Swimwear

Why It Matters

The new line diversifies Naïa’s product portfolio, tapping into the growing men’s swimwear market and reinforcing its reputation as an award‑winning lifestyle brand.

Key Takeaways

• Five designs, varied colors and prints.
• Prices £85‑£89 per pair.
• Features zip‑back pocket, velcro side pockets.
• Extends Naïa brand from women’s to men’s swimwear.
• Drapers Awards winner, shortlisted for multiple categories.

Pulse Analysis

The men’s swimwear segment has been gaining momentum as consumers seek stylish, functional beachwear beyond traditional options. Naïa’s entry, with five distinct designs and practical features like zip‑back and velcro pockets, aligns with this trend, offering a premium alternative at a mid‑range price point. By incorporating vibrant prints and classic solids, the collection appeals to both fashion‑forward shoppers and those prioritising utility, positioning Naïa to capture a slice of the expanding market.

Naïa’s evolution from a women‑focused label launched in 2021 to a broader lifestyle brand underscores a strategic diversification. The recent rollout of Naïa Active earlier this year demonstrated the company’s confidence in extending its design DNA across categories. Winning the Drapers Independents Awards 2024 and earning multiple shortlistings for 2025 further validates its market credibility, giving the new men’s swimwear line a strong endorsement that can translate into consumer trust and media attention.

From a retail perspective, the collection’s online‑first launch leverages the brand’s digital infrastructure, allowing rapid market entry without the constraints of brick‑and‑mortar inventory. Pricing between £85 and £89 positions the line competitively against established premium swimwear brands, while the functional details cater to the experiential expectations of modern travelers. As summer approaches, Naïa’s men’s swimwear could serve as a bellwether for how niche fashion houses expand into gender‑balanced product lines, potentially influencing broader industry approaches to seasonal, high‑touch apparel.