MARANÉ – THE SPIRIT OF PUNTA DEL ESTE INTO LUXURY SWIMWEAR FOR MEN
Men’s Luxury Swimwear has just got more interesting. Hail the arrival of a new luxury swimwear for men called Marané.
If its Instagram posts are anything to go by, this new brand is presenting us the perfect picture perfect snap shot of life in Punta Del Este, in South America.
Toting swimmers as dreamers; images of strong surfers are conjured in rocky crags and rolling sand dunes. Men connected to water and the surrounded by natural world through their luxury swimwear.
This comes after years of Vilebrequin monopolizing the high-end swimwear market, with bright and colourful prints and not so researched materials or finish.
Finally a new contender comes along to join the likes of Orlebar Brown, Frescobal Carioca and MC2 Saint Barth that revolutionized the market. Marané this year’s new beachwear brand comes from Manantiales, a small town down the coast of Punta del Este in the southwest of Uruguay’s Atlantic coast – basically the equivalent of the American summer holiday village of the Hamptons.
Interestingly, the word Marané comes from ‘Ivy Maraney’ an old Guarani phrase meaning ’A land without Evil.’
Marané founders are long-standing family friends who used to spend their childhood holidays in Punta Del Este. Christine Serhal is a former banker at Citigroup and Goldman Sachs, whilst Alessandro Aquilina holds a Masters from Imperial College in Management. Both share the passion for “all things South American” and opened the Marané flagship store just off the main road in Manantiales an old Uruguayan fishing village.
The flag-ship store is a work of art in itself and its backdrop the infinite landscapes and sky of its coastal town. The contemporary, boxlike shape store was constructed using local pine and eucalyptus wood and finished with doors and shutters recovered from an old building in the nearby city of Montevideo.
The store is designed to be open around the summer season that usually starts on the 1st December and closes down quietly again come winter on the 14th February. Their swimwear collection is also available to buy on-line and various pop-up shops in beach locations such as Miami and Mykonos.
Creatively speaking the natural backdrop of the Punta Del Este also lives in the core of the Marané brand. The rugged environment, dramatic landscapes and rainbow sunsets, are the inspiration behind the brand’s colour scheme and look.
To date the swim shorts collection comes in six solid colours and three prints. The last, called the Horizon Collection, was inspired by using the palette of a sunset water-colour painting which was then translated onto fabric. The vibrancy of water, combined with the laid back energy of sleepy fishing villages in rolling lands, all capture the Latin American cultural tradition behind the Marané philosophy.
All signature shorts are designed in Uruguay and manufactured in Portugal using innovative bonding technology and the highest quality materials from around the world. Fabric and trims are sources throughout Europe, including Belgium and the UK. Whether worn in the water and wilderness, or to an asado (barbeque) or yacht party, the swim shorts are elegant enough to take you anywhere. Marané swimwear is characterised by an uncompromising attention to detail, high quality construction and an incomparable cut.
For a new entrant like Marané, and the dozen of specilised swimwear brands on offer, the luxury swimwear market is still relatively niche. However with US and Brazilian markets growing nearly up to 20% from 2010 to 2016; the duo feel that there is still plenty of room for innovation in the types of prints available and the construction of the short.
By maintaining the level of quality synonymous with luxury wear and by re-introducing a level of elegance and refinement that got lost in swimwear, Marané aims to play creatively with the style and a tailored cut which is now lacking in the market. This new luxury swimwear conjures the heart of Punta del Este and presents a refreshingly new vision of bespoke luxury.
Marané – Punta Del Este
Calle 18 de Julio y Montevideo,
+598 91 015 698