Sundek: The Rebirth of a California Icon Under BasicNet
Sundek’s legendary rainbow is taking on a new horizon. It was at the Fortezza da Basso, during Pitti Uomo 110, that Lorenzo Boglione, CEO of BasicNet, unveiled the brand’s first collection since its acquisition by the Turin-based group last December. A strategic rebirth for the brand, founded in California in 1958, which aims to transform its legacy as a “swim shorts specialist” into a true global lifestyle brand.
A fashion revolution: beyond the beach
For Spring/Summer 2027, Sundek is undergoing a structural transformation. Lorenzo Boglione affirms that the distinction between “water” and “out of the water” collections is a thing of the past. This cross-category approach marks a break with the traditional codes of beachwear. From now on, the brand’s offerings will be presented holistically across men’s and women’s ready-to-wear, including accessories, surfboards, and knitwear. “To sell more swimwear, the brand must convey a broader message,” explains the CEO. This vision draws on a rich heritage and a skillfully reimagined West Coast aesthetic, where desaturated tones and “vintage” washes evoke the patina of sun and salt.
At the heart of this revival, the Goldenwave line marks a return to its roots, while the Original line continues to celebrate the iconic taffeta nylon board shorts. To energize this collection, Sundek has partnered with Japanese illustrator Kentaro Yoshida. His graphics feature on a capsule collection of sweatshirts and T-shirts, adding a contemporary and playful touch to the brand’s DNA.
America According to BasicNet: A Map of Style
With the addition of Sundek, the BasicNet Group is refining its map of American style. The group now offers a cultural journey across the continent: East Coast elegance with Sebago, the outdoor spirit of national parks with Woolrich, and now West Coast surf culture with Sundek. This long-term strategy, which has already proven successful for Sebago, is now being applied to Sundek. The goal is clear: to build lasting appeal rather than succumbing to rapid fashion cycles.
The financial results confirm the wisdom of this shift. Sundek closed out 2025 with revenue of 27 million euros. More broadly, the BasicNet group is in excellent shape, with consolidated revenue of 132.8 million euros in the first quarter of 2026, up 35%. The momentum of Sundek and Woolrich has contributed significantly to this acceleration in direct sales.
Retail Expansion and Entry into the Luxury Market
The distribution network also reflects this move upmarket. Sundek is already firmly established in luxury icons such as Le Bon Marché in Paris, Rinascente in Italy, and El Corte Inglés in Spain. The brand is strengthening its physical presence with 25 standalone stores and strategic new openings, notably in Saint-Tropez and exclusive pop-ups in Rome and Turin.
While Italy remains its largest market (60% of revenue), Sundek is now looking to expand its year-round presence. Expansions into winter collections are already being considered to break the label’s seasonality. With e-commerce still accounting for only 10% of revenue, the potential for digital growth also looks massive for the rainbow-branded icon.