According to a consumer analysis firm, American women spent almost $1.4 billion on two-piece bathing suits and swim separates in the year ending April 2005.  Swimwear accounts for approximately 2% of total sales in the women's U.S. apparel industry. This season, there are a lot of prints, the boho-chic look and beading and embellishments on swimwear. And there is a lot of chocolate brown which is unusual for swimwear. In Huntington Beach where 11 million people flock to the beach annually, you can bet a few million dollars worth of fashion bikinis are worn. See latest trends at our beaches.

The swimwear business has transitioned in the past couple of years to become part of streetwear. Many consumers have started to wear swimwear as streetwear, and that's helped drive the business forward. Swim is expanding into cover-ups, things to get you to and from the beach, pool and the gym. Swim is taking a share of the market from sportswear companies, and profits are going up accordingly.

What is a swimsuit'  A swimsuit, bathing suit or swimming costume is an item of clothing designed to be worn for swimming. Swimsuits are typically skin-tight clothing, and range from garments designed to preserve as much modesty as possible to garments designed to reveal as much of the body as possible without actual nudity. They are often lined with fabric that assures that they do not become transparent when wet.

Swimsuits are generally designed to cover at least the genitalia. In some cultures women's swimsuits do not cover the breasts, though in most western countries this is not the norm; for pre-pubescent girls they may or may not cover the chest. Swimming without a bathing suit is a form of nudism; special beaches may be reserved for nude sunbathing and swimming.

Men's swimsuit styles tend to be shorts, trunks, boardshorts, jammers, speedo-style Short tight-fitting underpants briefs, or cut-off jeans.

Diane's Swimwear and Merrilee's are two shops that specialize in swimsuits, bathing suits, beach wear and fashionable cover-ups in Huntington Beach. You'll find them on the ever popular Main Street.