HULA-LA SWIMWEAR: FIT TO BE TIED
Interview with Erika Ireland, Designer/Owner of Hula-la
In a sea of swimwear options, Hula-la! is a cut above the rest. Hula-la! is a local swimwear company founded by lawyer-designer Erika Ireland. Her suits are stylish enough to lounge by the pool but also functional enough to wear out on the waves. In fact, the Board Retailers Associated voted Hula-la! one of the top ten hottest new surf brands in the USA. This Hawaii-based company has landed the cover of Women’s Health, US Magazine, and Life and Style and was featured in Oxygen, Surfing, People, Star, and Sports Illustrated. Additionally, Hula-la! swimwear is made in the USA, so customers can support US manufacturing while still getting a great suit at a great price. So how does this superwoman do it?
Erika Ireland, Owner/Desinger of Hula-la swimwear
RED: How does a lawyer make the move to fashion design?
Ms. Ireland: It was not an easy transition and there was a very steep learning curve, but it has been an exhilarating ride… I had to learn to ask questions, show weakness and admit that I was in a bit over my head– at least at first. But, because I was a lawyer, I had confidence, determination, problem-solving skills and a will to succeed. Plus, I wasn’t scared of hard work and I refused to give up. I learned quickly and didn’t hesitate to hire people who knew more than me.
RED: Several celebrities have appeared in magazines wearing your swimwear, which one made you particularly excited to be sporting Hula-la?
Ms. Ireland: Britney Spears. I know she is controversial, but she is just so famous. And I love the fact that she could afford to buy any suit (and must have thousands sent to her) and chose Hula-la!… Britney bought two of our suits from one of our vendors, without any effort on our part. I had no idea… She was on hundreds of websites and magazines in two different Hula-la! suits. When I went to the grocery store.. I was in heaven looking at all the magazine photos of her in our suits.
RED: Can you share tips for finding the right suit for different body types?
Ms. Ireland: Make sure you have a top with lots of support that accentuates those curves. Find a bottom with the right cut and the right elastic to hold everything in place… Have an open mind, when swimwear shopping… Celebrate your strengths… Don’t over cover—do not pick a smaller style than you are comfortable with and get it in a size larger than you would normally wear. Then you just have a baggy suit, which never looks good.
RED: In your opinion, what is the best thing about the Hula-la line of swimwear?
Ms. Ireland: You don’t have to sacrifice fit for fashion or vice versa. Our customers are attracted by the stylish and attractive designs, but they really fall in love with the fit and function of the suits. Everything that goes into the suits, from the flattering cuts, the luxurious fabrics, the double lining, the premium elastic, the unique, island inspired prints, and the beautiful solids are specifically designed to make women look beautiful. The tops are extra supportive and the bottoms are cut to lift and flatter the back side. And the suits really stay put. You truly can run, swim, surf and move around without the suit riding up.
Interview by Erin Ludolph
Photos by Malie Moran
Model: Ashley Hobbs
Hula-la!
Royal Hawaii Hotel
2259 Kalakaua Ave.
Honolulu, HI 96815
808.931.7097
9am - 9pm every day
www.hulagirlswim.com
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