After decades banned from traditional wardrobes (not in Brazil!), one of the most divisive clothing items – the sunga – is making a comeback on beaches and pools worldwide.
Some argue that the garment never went out of style. Beaches and pools in Europe (especially in France) have long been a safe space for fans of the Speedo style. There’s no need to mention Brazil.
But evidence shows new enthusiasts for the fashion.
Speedo, one of the leading suppliers of swimwear, reports that in 2023, sales in Europe, the Middle East, and Africa increased by over 200% compared to 2022. In the U.S., the brand reports a 54% increase in sales between 2020 and 2021 and expects to surpass that number in 2023 (the brand does not have precise data for 2022).
The resurgence of the garment may be related to a broader movement towards shorter proportions in men’s fashion, said Stephen Doig, men’s style editor for the British newspaper The Telegraph. “So perhaps micro swim shorts are a natural progression,” he said, adding that men’s beach fashion is an “expanding” market.
The adoption of the sunga by various celebrities also contributes to the piece’s popularity. Daniel Craig as James Bond in “Casino Royale” (2006), Olympic diver Tom Daley, soccer stars David Beckham and Cristiano Ronaldo, actor Luke Evans, as well as singer Ricky Martin and designer Giorgio Armani, have all been photographed and filmed wearing only the controversial item. Not to mention movie star Arnold Schwarzenegger, who has been a devotee for several decades.Attempt to Ban
Australia – surprisingly – has a long history of authorities trying to control what beachgoers wore: in 1907 – believe it or not – a proposal suggested that men wear suits at the beach. It was strongly protested and ultimately rejected.
For decades afterward, inspectors armed with measuring tapes patrolled the beaches looking for anyone wearing bold swimwear. It wasn’t just in Australia. Similar scenes also occurred on some beaches in the United States, especially throughout the 1920s. In 1961, when sungas were first worn on Bondi Beach in Sydney, the size of the garment raised eyebrows, dropped jaws, and even led to men being arrested by the police for indecency (the charges were eventually dropped because the underwear did not reveal pubic hair).
These episodes were free publicity for Speedo. The brand’s sales skyrocketed globally, and the pieces were adopted by all demographic categories, from older men to Olympic athletes. At the 1968 Mexico Olympics, 27 of the 29 gold medalists in the pool wore Speedo swimwear.
Sungas reigned supreme during the 1970s and 80s, but in the 90s, baggy shorts dominated the beach. Sungas became comical – a costume, a relic, a joke.
It seems until the second decade of this millennium.
Source: CNN