June is the unofficial kickoff of bathing suit season. And for many of us, the whimsical swimsuit purchases of our younger days have evolved into a more complex, layered shopping challenge. A retail word problem if you will: “If Mary has to chase her toddler around the pool, keep her baby out of the sun, and disguise her least favorite body part all while cooking burgers on the grill, which swimsuit does Mary need to buy to feel the most comfortable?” Spoiler alert, there is no single swimsuit that fits the bill for the modern, multitasking woman. Thus, today’s woman thinks less about the swimsuit and more about the necessary accouterments. And a great cover up becomes vital to the entire operation.
There are plenty of cover up options on the market today, but not all are good options. Often too revealing, too hot, or unnecessarily expensive, Mary really has her work cut out for her. But not to worry, the young cover up brand Sitano is taking all of these things into consideration. Sitano (short for Positano) is a direct-to-consumer brand founded and conceptualized by two southern born women. Merrill Horridge, a Tulane MBA grad, and Mary Scott Jameson, a New York city resident, both originally hail from Georgia. During the pandemic, the two had time to reflect on questions like; “Why can’t we find cover ups that check all the necessary boxes?” So, they ventured out to create a line of their own. I chatted briefly with Merrill to find out more.
When and why did you create Sitano? In late 2021 as the pandemic waned, it felt like time for wardrobe improvements to help us feel and look good on our much-needed vacations. While on the hunt, we were surprised to find minimal quality made, moderately priced cover ups.
What do you consider the aesthetic of the brand? Classic, comfortable styles for the modern woman. We use breathable fabrics with a flattering cut to create pieces that can work double duty. For example, our Como dress is one of our best sellers because it can be worn poolside as cover up (and) as a dress running errands on a warm day.
How did living in New Orleans influence your brand? Truly understanding how hot and sticky it gets in the summer led us to eliminate styles and fabrics we knew would not fit the bill in a southern climate. As great as a long sleeve rash guard top is for modesty and sun protection, it’s just too hot for a summer in the south! We use 100% cotton and organic cotton to ensure comfort and breathability. We also pre-wash items so that there are no shrink surprises!
Is this your full-time gig? Not right now. I am also a CPA for Ochsner working remotely from Charlotte, N.C.
What’s next? This month we will launch new styles and color patterns to our existing collections. Think stripes! From a business standpoint we are also focusing on wholesale opportunities within the U.S. It’s a challenge but we have been working diligently on it.
Where can we find your pieces? Right now, you can visit our website shopsitano.com or our Instagram @sitano_official and buy from us directly. You can also check out our Instagram for upcoming pop-up and trunk show dates around the country.
