(Filed Under wholesale Loungewear News). Swirl, a firm that goes back over 110 years, recently added an updated ‘Models Coat,’ versions of which it has made for decades. And it will be showing this tunic at the upcoming Curvexpo show in New York
“The driving point is that no one is going to look at this and say my grandmother used to wear it. Today’s mom does not want to emulate her mother. She wants to emulate her daughter,” owner Tony Gasson told BODY.
A models coat (there are various spellings) generally refers to a loose house coat, knee length or to the floor, often with snaps down the front, that a woman might wear around the house in the morning or when putting on make-up prior to dressing for the day.
Swirl’s new version comes to around the knee and is available in two lengths, one 28.5” and the other 31”. Both have short sleeves, are made from 95% cotton, 5% spandex, and have three buttons at the neck that allow a woman to drop the garment down instead of pulling it over her head. Gasson said he came to the idea of this version after listening to the women of his household complain about struggling to lift a T shirt or other apparel over their heads after finishing their makeup or hair.
The new model coats are sized XS, SM, MED, LG and XL. The longer version comes in solid black or purple (with two internal pockets) and wholesales for $17. The shorter version comes in solid blue, solid black or grey with black trim and wholesales for $16.50.
Gasson conceived the new models coat as fashionable enough to be worn out with leggings. And to go with the new tunic, Swirl has just added a new line of “everyday bags in fashion colors and fashion materials” with a suggested retail of $38-$40. The company is targeting both products at “better specialty stores and department stores.”
The company claims on its website that it created its original models coats with snaps down the front “in 1966, developing a whole new classification of at-home fashions for women. The staying power and growth power of models coats represent unique marketing continuity in an industry marked by cyclical change. For five decades, models coats have been a staple item in millions of women’s wardrobes.” In earlier years the company had used such labels as Alternatives, Just Toney, Spectator II, Toney Loungewear and Very Toney along with Model Coats.
Swirl continues to sell the original models coats to “Mom and pops and catalogs.” For example, in February we found its “Fall Embroidered Models Coat,” at shopnational.com, retailing for $16.95. This version is made of $55% cotton, 45% polyester with a wide collar, full snap front and patch pockets.
“Swirl used to have their own spaces at the marts across the country,” Gasson remembered, saying of the Curvexpo show in New York, “This is our first time back.”
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