Sure, there's the West Coast. The Caribbean. Tahiti. But those are not the only cool places to rock a bathing suit, OK?

That's what the people behind Southern Swim, a Fayetteville-based online aqua-fashion provider, want people to understand.

"We want to highlight the rich culture of going to the lake, floating the river or simply hanging out by the pool," according to the company's website. "While this culture of spending time on or around the water is so intrinsic to living in the South, it is often overlooked."

Southern Swim's inventory consists primary of a healthy number of mix-and-match bikini coordinates for women in various colors, patterns and styles, with several one-piece suits and a cover-up or two thrown in. Labels sold include Boys and Arrows, Femme Chic, Radio Fiji and Sofia for women and Howler Bros. and Turktrunks for men. Sizes range from small to large; web prices are $36-$132. Men's offerings include board and swim shorts, sizes 30-38 at $55-$140.

"As a team, we all grew up here in the South where we constantly were involved in water-related activities," says Tarah Hill, chief executive officer for Southern Swim. "It's a huge part of many Southerners' lives, yet in the swimwear industry ... that's often overlooked. Since we all had a strong affinity for these experiences, we decided, 'Why not try something new and focus on the Southern water culture in relation to swimwear?'"

She says most swimwear retailers focus on beaches on the East and West coasts. "But there's such a huge market for people who enjoy going to the lake, river or pool all summer long as well. This is what we focus on. So, the way we market our brand and the products we sell are very customized to that specific demographic, which helps us stand out."

The company targets customers 18-35 who, like the founders, have a strong love for the Southern water culture. It's working: Southern Swim, Hill says, has been "extremely successful" to date. "We think we've really tapped into a unique concept that people are able to relate to well." As the company's goal is to be a one-stop shop for anything water-related, it will eventually offer swim accessories and other items. Also to come: more sizes and new product lines.

"We never want to settle," Hill says. "We want to constantly push ourselves and offer a wide variety of water-related products that are unique and that our customers love."

Visit southernswim.com.

For the survivors

The average woman struggles enough with her self-image when it comes to wearing a swimsuit. How much more difficult the struggle must be for a breast-cancer survivor who has had a mastectomy.

Fit 4 U is among the brands helping these women with a range of post-mastectomy swimwear. These pieces include built-in mastectomy bras, prosthesis pockets, higher armholes and cuts that support, shape and enhance the bust area. The brand also specializes in conventional swimwear for various body shapes "from apples to pears and everything in between," according to its press materials. And yes, these are attractive suits and ensembles. Standouts include the Post-Mastectomy Side Kick Keyhole Tank Top ($91.95), a black-and-white floral one-piece with slimming, bow-enhanced strips of black piping, and the shape-enhancing Tummy Boy Meets Girl Twist Layered Tankini ($106), whose tiered bandeau top and fabric drape camouflage bulges.

Fit 4 U swimwear is available at Dillard's, Catherine's, Lane Bryant and online outlets that include QVC.com, swimoutlet.com and tlcdirect.org (not all outlets carry the post-mastectomy pieces). Prices range from $30 bottoms at Catherine's to $122 for suits and sets at Dillard's. For a list of sellers, visit fit4uswim.com.

Free to suit up

Free Country -- the lifestyle apparel brand showcased here Nov. 17 for its plus-size recreational outerwear pieces designed to flatter the body -- also wants women to be comfortable in their bathing suits. Its current swimwear collection features bikini/tankini/skirtini tops and bottoms, swim shorts and cover-ups in "athletic silhouettes (some looking more like workout pieces), unique prints (stripes, geographical, tribal, tie-dye) and trendsetting colors" (from chartreuse to chocolate brown).

This line, too, is sold in separates ... and priced to give the best bang for the buck. Features in Free Country swimsuits include molded cups and underwire; side ruching; darker, slimming side panels; and more. Pieces, all $30.80, include such items as a Molded Bikini Top, Three in One Cover-Up and a Swim Jean Short. Visit Kohl's, J.C. Penney or freecountry.com.

Swim mamas

Expectant moms want to swim, too. Destination Maternity stands at the ready with the latest comfortable-meets-stylish swimwear and cover-ups.

Swimwear selections include a Halter Maternity One-Piece Swimsuit, $39.98; Maternity Bikini Swimsuit, $88; Beaded Detail Maternity Tankini Swimsuit, $44.98; Chevron Stripe Maternity Tankini Swimsuit, $98; cover-ups such as the Pleated Maternity Swim Cover-up, $85; and the Striped Maternity Swim Cover-up, $78. The store will even throw in Lavender Protective Cream by Naturopathica ($58), a moisturizer and sunscreen in one designed for all skin types. Destination Maternity is at the Promenade at Chenal. Call (501) 821-3974 or visit destinationmaternity.com.

The hairmeisters

The Diamond Salon, 1308 S. Bowman Road, Suite 6, presents a Beyond the Basics Beauty Industry Crash Course, hosted by Atlanta celebrity stylists and educators Derek J and Terrence Davidson. The course will be 10 a.m. to 6 p.m. today at the salon.

Derek J starred in the 2009 Chris Rock movie Good Hair, while Davidson is best known as former wig stylist for singer/rapper Nicki Minaj. Registrants will be treated to a "look and learn" session, industry testimonies, information sharing by guest panelists and a meet-and-greet. Registration is open only to verified licensed professionals (tuition $200) and students (tuition $100). Contact Tongela Curry at (501) 348-3480. Can't make it out on this short notice? Curry says to stay tuned -- other courses will be planned. Keep posted at thediamondsalon.net.

... A foot(wear) note

Aerosoles, the style-plus-comfort footwear brand mentioned in Dressing Room on March 16, introduced a new subcollection in April.

Signature by Aerosoles builds upon the brand's existing reputation, adding premium leathers and nubucks for extra softness and flexibility. Priced at $59-$69, the collection includes eight current styles including ballet flats, slip-ons, desert boots and loafers. Even the style names are fun: Fashionista, Guitar Solo, Sol Music, Sol Train. I tried the Nashville ($69), a nubuck ballet flat. The round-toe, bowtie-tipped shoe comes in seven colors. The body of the shoe bears tiny rounded perforations ... perfect if you need to wear a closed-toe in hot weather. As the shoe is certainly in keeping with the company's reputation for fit and feel, I expect them to be on my feet often. Signature by Aerosoles is available at aerosoles.com and stores nationwide.

Got fashion and beauty news? Contact Helaine R. Williams, Dressing Room, Arkansas Democrat-Gazette, P.O. Box 2221, Little Rock, Ark. 72203, or email:

[email protected]

High Profile on 06/29/2014