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The Problem You Can’t Unsee
Most men don’t realise their swim shorts are working against them.
They’re cut too wide.
Too long.
Too shapeless.
Jump into the sea and they balloon out. Step onto the sand and they cling in all the wrong places. From certain angles, the silhouette turns pear-shaped. Air and water gather in excess fabric.
That’s the parachute effect.
It’s the invisible flaw baked into most mass-produced swimwear. Designed to fit everyone, which means it truly fits no one particularly well.
And once you notice it, you can’t ignore it.
The Return Of The Tailored Summer
There was a time when swimwear wasn’t an afterthought.
Look at photographs of the Italian Riviera in the 1960s. The shorts are shorter. Cleaner. Cut closer to the leg. They sit like tailored trousers rather than athletic gear.
That’s the reference point for Ripa Ripa, a Milan-born label founded in 2015 with a simple idea: swimwear should be treated with the same respect as suiting.
Not loud boardshorts. Not tropical clichés. But a considered extension of a man’s wardrobe.
Why Portici Matters
While most modern fashion speaks about Milan and Paris, Ripa Ripa chose something quieter.
Production is centred in Portici, a small town at the foot of Mount Vesuvius. Not a marketing story. A working atelier.
Each short is cut and sewn by local artisans in a small laboratorio south of Naples. Patterns are handled by the same hands season after season. Final checks are manual. Conversations between founders and tailors happen daily.
It is not industrial swimwear production. It is tailoring applied to the beach.
And that difference shows up in the fit.
The Fit That Eliminates The Parachute Effect
The Ripa Ripa silhouette avoids the generic wide-leg cut that causes excess fabric to flare and inflate.
Instead, the leg tapers slightly. The rise feels intentional. The proportions sit closer to a summer trouser than a surf short.
The result is cleaner from every angle. No ballooning. No drooping. No awkward flare at mid-thigh.
Just structure.
It is a subtle difference, but it transforms the way the body looks in motion.
Patterns With A Sense Of Place
Rather than generic palm prints, the brand draws inspiration from specific Italian references.
Sicilian tiles. Neapolitan tie motifs. Mediterranean coral. Vintage coastal photography.
The colours feel sun-faded rather than fluorescent. The hardware is restrained. The drawstring is refined, not sporty.
Everything feels considered rather than seasonal.
Three Anchors For A Proper Summer Wardrobe
A tailored summer does not require excess. It requires intention.
Tramonto
A rich, sunset-inspired tone that works as a statement without overpowering the rest of the outfit.
Paraggi Verde
A deep Mediterranean green with a slim, clean leg line. Understated, versatile, and easy to pair with linen or cotton shirting.
Finestre Sul Mare
A pattern inspired by coastal tilework. Detailed, but controlled. The kind of print that reads sophisticated rather than loud.
Each sits within the same tailored framework. Different mood. Same discipline.
The Responsibility Shift
Sustainability is often discussed in grand gestures. In reality, it can be far simpler.
One well-made short that holds its shape for years is more powerful than three disposable pairs bought every summer.
Ripa Ripa’s commitment to long-term relationships with specialised Italian suppliers keeps production focused and local. The philosophy is not about chasing eco headlines. It is about longevity.
And longevity begins with fit.
The Sartorial Summer
The takeaway for 2026 is simple.
Stop treating swimwear like gym shorts.
The beach is not a break from style. It is an extension of it.
When the cut is right, the fabric intentional, and the proportions balanced, the difference is visible immediately. No parachute. No excess. No compromise.
Just a tailored summer done properly.
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