Introducing: blú swimwear- The Color of Swim

Style Magazine Newswire | 6/30/2022, 12:43 p.m.
During a vacation in Jamaica, designer Keri O’Shea’s pre-teen son made a comment about the suit on “that guy over …

During a vacation in Jamaica, designer Keri O’Shea’s pre-teen son made a comment about the suit on “that guy over there” as being really cool & why can’t he wear a suit like that? She immediately looked over & replied to her son, “you have great taste! 'That guy' is Ralph Lauren & that suit truly is incredible!”

She returned to the states & set about searching for a suit that would check all the boxes – body conscious, but not overly revealing, fashionable yet still functional, colorful but never garish, versatile yet still clearly swimwear. She immediately called up her dear friend, fellow mom & like-minded creative, Heather Durst, & the duo set about to rethink the modern American swim aesthetic. Fast-forward 3 years (a slight delay due to the pandemic) & blú swimwear was born.

blú swimwear answers every “need” Keri & Heather set out to address when they began putting pen to paper. The prototypes were immediately granted favorite swimsuit status by their families & the first production run made quite a splash (pun intended…) with their friends & family. Now, for Summer 2022, the collection is finally available to the public in a meaningful way.

The collection consists of two silhouettes, The Bather, a slim to the body, extended square-cut suit that embodies more of the European side of the range (the suit like Ralph was wearing!) & their version of a Trunk, but with a liner that transports the wearer immediately into the world of luxury swim. Each silhouette is available in a range of colors & patterns. Regardless of which silhouette you choose; you’ll be glad you did.

blú fans have repeatedly exclaimed that “these suits are so comfortable you’ll forget you’re wearing them.” Heather & Keri follow suit by adding, “This has become an informal brand guarantee of sorts! We’ve had so many customers from everyday swimmers to Olympians tell us some version of this phrase. We like to say ‘from bar to beach!'”

Made of 80% polyester & 20% Lycra, each suit is sourced & sewn using factories committed to sustainable practices. Doing good doesn’t stop at the factory level. 5% of every suit sold is donated to the Ocean Conservancy, a non-profit that cleans up the shores of the world’s coastlines. Durst & O’Shea add, “We strive to keep our open waters thriving so we can continue sharing our favorite moments with the one we love for generations to come.”

The Bathers all retail for $116.00 & the Trunks are $136.00. Each is available in Sizes S – M – L – XL for immediate shipping at While you’re there, check out the matching Boys & Girls collection under the SweetCheeks label. Spoiler alert… women’s is in the works… stand by ladies!