Say goodbye to those skimpy swimtrunks
With Coast Society, Davide Jais is determined to give the man on the beach a touch of good old-fashioned grandeur.
After living in Milan, Paris and New York, Davide finally gravitated to the French Riviera. “The people of Nice spend half the year on the seashore,” he says. “After so much time hanging out on beautiful beaches, I realized that all men’s swimsuits were styleless, low-quality and badly cut.” To allow men to be elegant, even on the beach, he founded Coast Society, a swimwear label inspired by the celebrities of the 1930s, in keeping with Davide’s passion: the Italian sartorial style. “The Neapolitan couture spirit is a world of fine details, little things that can only be spotted by those in the know. It’s a particular way of approaching men’s fashion that I have tried to transpose into the world of swimwear.”
A Coast Society swimsuit is pieced together like a pair of trousers, with darts in the back, a small front pocket under the belt, double buttoning, button waist adjustment tabs, and even a lining with a silk-like material.
“It’s a new kind of garment, close to trousers in terms of material but resistant to water and chlorine.” And with no “plastic or stiff cardboard” feel — the trunks are made from a polyamide-cotton blend and sewn by hand in the Piedmont region of Italy.
Davide’s very first collection, for summer 2015, comprises four models of shorts with a choice of five fabrics. “I was inspired by historic personalities who made their mark in the annals of style, each one embodying a beach spirit right up to the final step into high society.” The Fulco model, the shortest of the four, pays homage to Fulco di Verdura, the greatest Sicilian jeweler of the 1930s and an avid sportsman. The Porfirio evokes Porfirio Rubirosa, the ultimate playboy, while the retro-arty André is an ode to the celebrity photographer André Ostier. Lastly, the most “couture” model of the line, the Nicky, is infused with the spirit of the ultra-cosmopolitan Russian aristocrat Niki de Gunzburg, dubbed the most elegant man of all time by Harper’s Bazaar. All four are tailored in fine materials, achieving new heights of comfort and elegance.
With Coast Society, it’s a smooth transition from the sand to a trendy beach club to a table in a restaurant. “Men no longer want to change when they come in from the beach,” Davide explains. “They want to be chic in all situations, whether swimming, sailing, relaxing with a drink or partying.” Those are the men you see on Paloma Beach in Saint Jean Cap Ferrat, at Club 55 in Saint Tropez, or on the wild, unspoiled beaches of Greece.
Coming soon: a collection of shirts to wear on the beach — or off…