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When Matt Fiano and Geoff Maynard founded the apparel brand, North Swell, in Mystic Connecticut, in 2020, they had one mission: “to clean our shores one beach at a time.” The flagship store opened in the middle of summer that year during the pandemic. The two friends were trying to go for a coastal vibe combined with a tattoo culture style in its apparel designs that include comfy graphic tees, hooded sweatshirts, crew shirts, sweatpants and accessories.
“We really just focus on making things we like to wear, making designs that we like and putting them in comfortable styles that we like,” says Faino. That tactic might not work for everyone but in Fiano’s and Maynard’s case, it has been extremely well received by customers. The prints, sayings and vibe really resonate with people, according to Fiano.
“The highest compliment I feel like I can get is when I am standing in the doorway and I overhear someone say, ‘Hey, this is the store I was telling you about,’” he shares.
Fiano sees a middle ground as far as casual apparel styles go. “You see a lot of fitted styles of clothing, but then some things never go out of style like oversized hoodies,” he says. “They are a big kind of staple with any kind of brand having anything to do with the water or coastal life. If you are out on a boat at the beach at night you are still in a hoodie.”
And the fashions of the pandemic are here to stay, he says. “I think people are definitely gravitating towards staying comfy. You can see it in everyday wear. Some things are a little more acceptable than they were before. You don’t have to get dressed up to go to meetings anymore.”
North Swell will introduce some tie-dye pieces into its lineup in 2023, and it is also expanding the brand into other retail stores.
“We are looking for some partners that we can create meaningful relationships with and be an extension of North Swell for themselves in their area,” says Fiano. “We are going to work with the retailer and make something special for them, not just another brand in their store.”
And as far as their ocean-saving efforts, North Swell has organized and participated in local beach clean-ups, already helping remove nearly 1,000 pounds of trash from local beaches and area streets in 2022. Proceeds from apparel sales are used to fund the efforts and volunteers are given a North Swell T-shirt. North Swell also makes the clean-up events fun by gathering at a local brewery or other establishment afterward.
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