As if the neon theme posts were going to be a one off.

With summer coming to us within a heart skipped beat, I must write about the swimwear label I have my eyes on.

Olasul founded by Lorenz Fort differentiates from the normal surfboarding giant you normally buy your swimmers from.

Not only does the brand focuses on quality, as the founder prior to starting this business, has an extensive background in branding for luxury goods, it also attempts to provide its customers with a Peruvian experience.

The beach savvy apparel line is much inspired by the Peruvian coast.  The palette Olasul focuses it designs upon strongly reflect the vibrant colours of the Amazon rainforest.

With brands getting more competitive by the day, even by the hour with smart use of social platforms, businesses must stay true to their brand, be convincing, and provide its consumers with some sort authenticity that competitors might not withhold.

This is definitely what Fort did, by producing the clothing in his home country with fair labour practices, local textiles, and an incredibly soft Peruvian pima cotton.

If you haven’t known by now, I am definitely not fond, or can even use the word ‘hate’ brands that pile up concept over concept, drifting away from their original core values, and try to go with the trend. With Olasul this is definitely not the case. The clothes are definitely simple, but it oozes a certain lifestyle, something within the lines of being free spirited. Isn’t summer all about being in tap with your inner nature?

Visit its online shop if you are interested to purchase, olasul.com/shop