Home Fashion Raj Swim Looks to Break the Mold With Launch of Vyb

Raj Swim Looks to Break the Mold With Launch of Vyb

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In the battle for swim market share, Raj Manufacturing looked from within and is trying a new tack with the launch of its Vyb line.
The line, pronounced vibe, was developed with the help of about a dozen Millennials — many of them company employees and a few bloggers — and manufactures locally in Tustin, Calif., using deadstock fabric — of which some is luxury quality from some of the big name brands for which its parent Raj produces swimsuits.
The strategy aims to be relevant to that oh-so-powerful Millennial consumer and also appeal to the sustainability and transparency that have helped brands such as Everlane and Reformation nab loyal followings.
It’s perhaps the best of both worlds for Vyb with the backing of a large parent in Raj — which designs and makes designer and private label swimwear and also operates the retailer SwimSpot — that has taken a largely hands-off approach to the line’s development, pointed out Raj senior designer Holly Swope.
“It wasn’t hyper-managed or micromanaged. It was very organic and real and authentic,” Swope said of the line’s development.
The idea behind the brand was to appeal to a consumer’s different style moods rather than being, for example, only a bohemian-inspired

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