Haydenshapes founder Hayden Cox, not unlike much of what his surf company produces, took a different path from the industry for his wetsuit launch.
The result is the Haydenshapes Rubber by Dion Lee collection. It’s 18 pieces of luxury fashion that’s anything but the traditional one-piece wetsuit currently in market.
The collection uses Yamamoto limestone rubber. Unique silhouettes include corsetry, a bolero-style top and gill-inspired designs. Pieces includes items for men and women meant to be mixed and matched for outfits that perform in the water.
“Our approach in launching wetsuits wasn’t to adopt the current format and apply our logos,” Cox said of the designs. “I feel like our audience appreciates the unique lens we bring to what we do and detail we like to go to with construction and material.”
The collection is sold through Haydenshapes and Dion Lee, in addition to SSENSE among other select retailers.
Lee said he’s always been attracted to neoprene and wetsuitting.
“Working with Hayden to introduce a design-focused, performance-driven, elevated product is incredibly exciting,” Lee said.
Evolving Design Language
Cox started his brand 25 years ago, first shaping boards for surfers. However, his keen eye pushed him and Haydenshapes beyond surf.
Last year, Cox entered fashion, with a unisex ready-to-wear collection called Acetone. He’s also dabbled in interior design with a four-piece furniture collection made from the company’s proprietary polyester resin. The pieces include a console, coffee table, side table and surfboard.
While Cox is based out of Australia, Haydenshapes has a distribution center in Oceanside, Calif., with the U.S. market being the company’s largest.
A second wetsuit collection is expected later this year, which would include a four-way stretch Merino wool material Haydenshapes is developing with The Woolmark Co.
“Working with a designer like Dion Lee, who is one of the most innovative minds in architectural fashion tailoring and who also has a deep history and understanding of working with neoprene, is a true contribution to the wetsuit space,” Cox said. “That’s something I always try to achieve when it comes to collaboration, honoring our core surf DNA while at the same time presenting a new idea and approach on how performance surf products can be designed and made.”
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