Hive Swimwear creates buzz with midriff rash shirt
NOOSA is the backdrop for the latest Hive Swimwear range, Tribal Tropic.
The range will be promoted worldwide.
The Noosa-based surf swimwear company has a new piece in the collection - a midriff cropped rash shirt which is set to appeal to the avid stand-up paddle enthusiast, a sport that is attracting a lot of women to water-based activities.
Stand-up paddling is one of the world's fastest-growing sports, providing both a core-focused workout and the opportunity to explore inland waterways as well as off shore in the surf.
It took off in the mid 2000s when Laird Hamilton pushed the boundaries in Hawaii and has since grown exponentially in Australia, Europe and California.
The new Hive rash shirt is designed specifically for women stand-up paddlers who benefit from covering up the shoulders and chest which are most exposed to sun.
"The cropped rash shirt is on-trend and fashion forward," Hive owner and director Kat Hogg said.
"These garments can be mixed and matched with the block colours or corresponding prints within the Hive collection.
"This particular garment maintains our functional swimwear mission with inclusion of high quality lycra and a rubberised under-bust band to ensure the top doesn't ride up,'' Ms Hogg said.
"Hive has stockists around Australia and in the UK and Europe and all are well aware we shot our collection at the Hive headquarters in Noosa. We love to promote our fantastic area on the Sunshine Coast when showing our sports fashion swimwear.''