Although her name might suggest a summer vibe, Summer Rapp’s extensive industry background reinforces this association.
Hailing from California and based in Long Beach, the seasoned creative is now launching her direct-to-consumer brand, Summer of 78. The brand’s name not only pays homage to her birth year and personal identity but also conveys a versatile sentiment that can evoke various emotions or experiences. Capturing the essence of the brand is its trademarked slogan, “A Summer Like No Other.”
Last year, Rapp embarked on this venture with her husband Stever, a seasoned executive in the swim and surf industry. Together, they founded the design company Add-Black thirteen years ago, which remains under their ownership and management. Prior to that, Rapp collaborated with Mandy Fry and Paul Naude to establish the contemporary label Amuse Society. With a wealth of experience in brand building, Rapp felt compelled to channel her creativity into her own label, seizing the opportunity aligned with her production resources and team dynamics.
Throughout her 23-year career, Rapp has been frustrated by the price point versus quality ratio in swimwear. Drawing from her experience in designing swimwear for private labels and renowned brands, she aims to offer more aspirational, sustainable, and fashion-forward pieces at accessible prices ranging from \(90 to \)178. By opting for a direct-to-consumer model, Summer of 78 can cater to consumer preferences in fabric and silhouettes without compromising on quality.
Durability and functionality take center stage in the design process of Summer of 78. The meticulous attention to detail is evident in features like silicon taping in bandeau tops and robust back clasps, ensuring longevity and support. Partnering with trusted factories in Sri Lanka, Rapp emphasizes the importance of longstanding relationships in the manufacturing process, a strategic advantage for the brand’s development.
In terms of marketing strategy, Summer of 78 will leverage e-commerce platforms, paid advertisements, and influencer collaborations to amplify its reach. While open to potential retail partnerships, the brand’s focus remains on delivering a unique blend of fashion, fit, and function that bridges the gap between fast fashion and high-end swimwear. By incorporating innovative design elements like pockets inside the cups of tops, Summer of 78 encourages sustainability by allowing customers to reuse pads from other swimwear, reducing environmental impact.
Beyond the conventional offerings, Summer of 78 introduces sheer and see-through styles inspired by vintage fashion trends from the 1970s. The brand’s collection extends beyond traditional beachwear to include versatile pieces suitable for various occasions, reflecting Rapp’s personal affinity for beach lifestyle influenced by her family’s deep connection to surfing culture.
Embodying a chic yet understated aesthetic, Summer of 78 draws inspiration from the south of France, infusing a touch of French elegance into its branding, photography, and model selection. The brand aims to create a lifestyle narrative that transports customers to idyllic destinations, evoking a sense of escapism and nostalgia reminiscent of memorable travel experiences.