Behind the Boardshort
While most boardshort brands fall down due to a discrepancy between the waist size and length needed for a growing boy, Just Bones Boardwear™ reinvents the design with full adjustability discretely hidden in a Velcro® flap at the waistband in the back. The patented design allows for ultimate comfort by keeping the adjustable mechanism on the outside of the shorts. Just Bones Boardwear™ boardshorts are innovative, versatile and flexible enough to be adjusted even while wearing.
Launch of Girls’ and Men’s Lines
In response to strong retail and consumer demand for a better fit boardshort in additional market sectors, Just Bones Boardwear™ will introduce lines for girls and men for the 2014 collection, which will debut at the Miami Swim Show, July 20-23. The girls’ line, which will be 4-way stretch, will feature both short-shorts and mid-thigh lengths in exclusively designed prints for a collection that is fun, flirty and functional. The men’s and boys’ 2014 collections will feature new prints in bold graphics and surf-inspired retro designs, including 4-way stretch, for the ultimate in comfort and movement.
“As the mother of twin boys who wanted to wear cool surfer boardshorts, I was surprised and frustrated that there were no boardshorts that fit growing boys well,” says Weisman. “After extensively researching the existing product offerings, I set out to create a brand that would exclusively cater to boys by designing a unique fitting boardshort never before seen in the marketplace. And now, based on the overwhelming positive response to the boys’ collection, I am delighted to extend that concept to the girls’ and men’s markets.”
Exclusive Prints and Vibrant Solids with an Edgy Spirit
Just Bones Boardwear™ boardshorts combine perfect fit with edgy prints to go from hanging ten to hanging out. As a former textile major at FIT, Weisman has co-designed and copyrighted a broad range of one-of-akind prints exclusive to Just Bones Boardwear™, and has created rich solids to merchandise along with them. The boardshorts are made of quick-dry, soft 100% polyester microfiber.
Since its initial launch in May 2011, demand for Just Bones Boardwear™ has been extraordinary. The number of stores and resorts that carry the brand across the United States and internationally has grown rapidly. The boardshorts are now sold in specialty stores nationwide, including popular vacation destinations, such as Hawaii, Florida, California, the Hamptons and Cape Cod, as well as in Mexico, Aruba, the Bahamas, the Virgin Islands and the UK. Consecutive year sales from the largest retailers have increased nearly 300% from the collection’s launch in 2011, indicating the tremendous growth potential of the brand.
Just Bones Boardwear™ participates in a variety of surf expositions, contests and charity events. This August, Just Bones Boardwear™ will serve as a sponsor for KidsFest Hamptons, presented by Free Arts NYC, which provides under-served children and families with a unique combination of educational arts and mentoring programs. In 2012, the company sponsored the Rip Pics Longboard Classic in Cocoa Beach, Florida. Just Bones Boardwear™ will also be outfitting the young cast members of the upcoming original movie, GHOST SHARK, a sequel to the original movie, SWAMP SHARK, on SyFy Network to be released this summer.
Just Bones Boardwear™ is available in specialty shops throughout the United States and internationally, as well as online. For more information and a list of retail stores, please visit www.justbonesboardwear.com. You can also visit our Facebook page.
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