Introducing Gusari, the British brand shaking up your holiday gear
British brand Gusari is behind swim shorts that will take you from the pool, to lunch & then to the beach. Now its launching daywear
Words: Zak Maoui
In association with:
With regards to prepping to go on holiday, you can run into many difficulties. What SPF to take. How many pairs of underwear to pack. How to part with your everyday skincare lotions and potions and still look as good as you usually do. What you probably don't think, at first, is a problem, is finding a pair of swim shorts that are actually going to get you excited about beach days. But that's actually what it is. A problem. Sure, there are plenty of options out there, but when it comes down to the matter, finding decent swim shorts as an adult is a pretty difficult task.
Swim shorts are often too expensive for what is essentially a bit of nylon fabric fashioned into shorts and stamped with a pricey logo. Or they're pretty harsh on the eye, decorated and dyed with jazzed up noisy monograms or kiddy patterns. Ill-fitting shorts and briefs are often the norm, which does nothing for the beach bod. For what seems like it would be the easiest task ahead of jetting off somewhere that calls for beachside bathing, it's actually laborious and painful.
And the team, headed up by founder Henry Wombell, down at Gusari, the British brand, wants to shake up the swimwear industry. They're bored of what's on offer out there, and want guys everywhere to have the option of buying excellent holiday clothes. The relatively young label was launched in 2021 as a result of its founders observing first-hand the one dimensional swimwear market, and since has formed a legion of fans who are dedicated to looking good by swimming pools around the world. With tailoring in mind, shorts fit the body perfectly, and come with front pleats and cinched waists. Patterns are minimal, and colours neutral. "The London" was the brand's first pair of swim shorts. Single side fasteners, often used on longer trousers, are used, while they're cut from quick-drying, 100 per cent organic cotton (Gusari is big on being as sustainable as possible). These are swim shorts for guys who want to be able to go from the pool to their lunch booking and back again, without the need to find a changing room.
Next up, more place-inspired shorts arose. "The Deia", based on the Mallorcan location, features a bold D hoop design. But Gusari isn't just stopping at swim shorts and it is dipping its toe into full bodied menswear. Overshirts made from organic linen with double front pockets will give a Riviera flare to any outfit, while buttonless tunics are a little more relaxed and ideal for laid back lunches in the sun.
And Gusari has taken a step further, with a brand new partnership with Harvey Nichols. The world famous Knightsbridge outpost will be the exclusive stockist of Gusari’s SS24 range of resort wear, which comprises, as well as swimwear, a whole host of different garments. There are striped Breton long-sleeved tees, grandad collar button-down tops and white linen slacks, with matching shirts. It's holiday garb at its finest and this is just a glimpse at where Gusari is heading.
The range drops at Harvey Nichols on 18 April. Shop the brand's collections now at gusari.co.uk
Interested in buying more? Shop the 24 essentials every man should have in his wardrobe
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