On May 18, Apnée inaugurates its Parisian pop-up store in the heart of the Marais to unveil its new spring-summer 2022 collection.

A young French beachwear brand inspired by the sea, Apnée is already recognized for its quality and environmental commitment. The swimsuits, until now only for men are indeed 100% recycled, designed from plastic waste from the oceans.

Its visual signature is that of graphic prints: waves, geometric shapes and colours reminiscent of the beach and the seabed…A way to recognize at first glance a Apnea swimsuit!

In addition to its «Roadtrip dans le Cap Corse» collection, Apnée will unveil its first feminine collection on the occasion of its new pop-up where we will also find Maison Maison Parisand its range of candles with perfumes from Grasse.

Icon-Icon met Laetitia Olivieri to learn more about this young brand whose concept could hide a future icon of our summer on the emblematic beaches of the French Riviera.

Meeting with Laetitia Olivieri

The name of your brand, Apnée, was born from a passion for the oceans and the seabed, can you go back to the birth of the concept?

Apnée is a French brand created in 2017 with the ambition to modernize the world of men’s swimwear while reducing its environmental impact. This is how the idea came to create 100% recycled swimwear from plastic waste collected in the Mediterranean Sea.

How does this inspiration for the oceans is showing through your creations?

We are known for our graphic prints inspired by the seabed and beaches of the Mediterranean. Each swimsuit is accompanied by a waterproof pouch that recalls diving bags.

Can you tell us a little more about your collaboration withSEAQUAL?

We are partners of SEAQUAL, which supplies us with the recycled polyester yarn with which we weave the fabric of our swimwear. Wastes are collected by fishermen and organizations, at sea and on the beaches of the Mediterranean. The wastes are sorted, washed, and then turned into coils of yarn. The SEAQUAL wire is GRS (Global Recycled Standard) and Oeko-Tex 100 certified, so no risk of toxicity.

Can you tell us about your inspiration for the Ocean collection, the first made from plastic waste, launched in 2019?

Ocean is the first collection of 100% recycled swimwear launched in 2019. Today they are all without exception. The print, declined in different harmonies, evokes the underwater depths. Each swimsuit bears the name of an ocean depth 20m, 50m, 100m.

Your swimwear is produced in Portugal, a European country known for its expertise in terms of manufacturing, especially for the technical materials that make up the swimwear. Pourquoi n’avez-vous pas privilégié la France ?

Our ambition is to favor short circuits and expertise. Portugal is known for its know-how on swimwear. We do not claim the Made in France but we also manufacture in France our tote bags, gift boxes, shipping boxes and clothing labels. We are investigating for other items in the future as well.

Was putting ecology at the forefront of your brand a key commitment for you? Today, many brands are surfing this trend, without any real commitment, what do you think?

I’d say it was a natural commitment. It would have been absurd to create a brand without thinking about how to reduce our environmental impact. People often remember the concept of 100% recycled swimwear, but our commitment goes far beyond that. Being an eco-responsible fashion brand also means creating good quality clothing that will last over time, focusing on expertise, short circuits, choosing recycled or natural fabrics such as flax, ensuring their provenance, raising awareness in the community… What is very important for us is transparency towards our customers. Too many brands use eco-responsibility as a selling argument. Fortunately, there are more and more platforms like Clear Fashion or WeDressFairthat are there to enlighten customers.

Can you tell us about your new collection Spring/ Summer 2022 «Roadtrip in the Cap Corse»? What are your first inspirations?

I am Corsican of origin, and I really wanted to shoot in Corsica.

The Cap Corse is a relatively unknown part of Corsica, “the island in the island” for insiders. We find everything that embodies Apnée: authenticity, minerality, the strength of the elements, the taste for escape, the singularity.

Your brand is mainly male, why did you choose this segment while the brand was founded by a woman and a man?

There was a lot to do to modernize the world of men’s swimwear, but this year we are launching on the Woman at last!

On May 18, Apnée opens its Pop-Up Store in the heart of the Marais, can you tell us about it?

Apnée will be present from May 18 to July 4 in the heart of the Marais, 15 rue Debeylleme. We present the spring/summer men/women collection starting the end of May. A launch evening in early June and animations are planned throughout the opening.

How do you see the future of Apnée ? Your objectives, your future projects, perhaps collaborations…

It is long and difficult to build a brand while remaining faithful to its values but gradually the community grows, and the brand increases its notoriety in France and abroad. I see every day that mentalities are changing, and this reinforces my conviction that we can succeed in the path we have chosen: to make beautiful clothes, which have style and last in time, while reducing our environmental impact. I can’t wait to see the way our Woman collection will be welcomed.

Finally, at Icon-Icon we are particularly interested in Icons, objects, experiences or places, do you have a fetish object, a talisman, a wine or a perfume, a smell that does not leave you?

I like to travel and keep the memories of my travels in the back of my drawers. There are pebbles collected on the beaches of the whole world and small shells called Saint Lucia’s Eye, which protect against the bad fate according to the Corsican legend.

interview by Sébastien Girard,president of Icon-Icon.