Ookioh is the Best New Swim Brand of 2018


Whether I’m traveling for business or for pleasure, I pack at least three swimsuits regardless of location. Landlocked in Mexico City? There might be a pool at my hotel. Stockholm in January? Maybe I’ll hang out in the tub not naked because this bikini matches the tiles. It’s a problem, my friends are concerned, but there are worse addictions to be had beyond lycra bikinis. Given this information, it should come as no surprise that my love of new swimwear brands is boundless. And there’s a new label on the market that is my current obsession named OOKIOH.

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Based in Los Angeles, California, the retro aesthetic is universally appealing and form flattering. Briefs are cut high on the thigh with o-ring details worthy of a Bond Girl. Polo shirts are reimagined as two-pieces, and there’s a sculpted bra that’s making me reconsider underwire tops. The color ways are inspired by Henri Matisse, so it’s like high-brow swimwear. What’s not to love?

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Made from recyclable materials, the direct-to-consumer brand is committed to producing sustainable swimsuits. At just $100 per suit, the chance to wear this brand seems like the perfect excuse to plan another vacation. Who’s on board?



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