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209 Mare’s Beach Blazer brought dapper elegance to the beach
Two years after its inception, 209 Mare has become known as the men’s wear label that redefined beachwear for us fellas. Born out of the idea that men’s beachwear lacked innovation and excitement, 209 Mare has come to define elegance on the beach for men.
No more do the strictly limited days of swim shorts (maybe the odd speedo if you’re feeling frisky), flip-flops and t-shirts have to dictate our look us as we head to the liberation of the lapping waves to catch some rays.
209 Mare challenged that notion. They asked, Why can’t a guy look luxurious on the beach as well as elegant, refined and laid back at the same time?
That’s when brothers Federico and Gabriel Uribe flip-flopped their way onto the sand and started a sartorial revolution: with the beach blazer they subverted the tyrannical beach fashion regime.
Simply named, the beach blazer is exactly what it sounds like: a blazer you can wear on the beach. Consider it a dinner jacket for the sun and sand. The sort you can imagine Sean Connery’s James Bond sporting on a sun-soaked yacht with plenty of admiring women in awe of his debonair style. And the fact that we’re relying on simile to describe it shows that it stands alone in its own sartorial category.
By lining the velvet shawl collared beach blazer with a cashmere-soft bamboo towelling material, 209 Mare introduced a product that allows men to go from ocean swim to lunch on a yacht seamlessly and stylishly — dropping none of the dapper refinement you seek when you go from ocean to yacht — while also drying themselves. Oh yeah, it’s practical too.
The Uribe brothers have turned the beach into a catwalk. Of sorts. It’s still very hot and sandy. But now there’s a dapper element that was perhaps missing before.
As the name of the brand suggests, the date of September 20th is a significant one for the Uribe brothers.
“The 20th of September is a very special date for me personally,” Federico Uribe, co-founder and creative director of the brand says. “On this date in 2015, I fell from the third story of a building while finishing my MBA at IE University in Madrid.”
Federico landed on bare concrete. His survival chances were slim to none. Bu the did survive. And from that day he vowed to use this “second chance” to pursue a dream and starts his own fashion label.
“Most products in the fashion world already exist,” he continues “which makes it very hard to be innovative. It was only during a trip to Chile, while sitting at the beach on a chilly evening, that the idea of a Beach Blazer came about.
“One of my friends mentioned that bathrobes at five star hotels tend to be of quite poor quality. That’s when a bell went, “ding, ding, ding!” inside my head and I realised – why not take the shape and functionality of a bathrobe, with its waist belt and towelling interior and create an inconspicuous elegant blazer that brings functionality and glamour back to the beaches and yachts of the Mediterranean?”
And that’s what they did. They put the bathrobe on the street in the form of a beach blazer and repackaged the idea as a gentleman’s summer essential. Sometimes it’s the simplest ideas.
In 2016 prototypes of the beach blazer were designed and soon Federico’s brother Gabriel joined the crusade to bring the blazer to beach.
Once the pair moved to Monaco and begun scouring fabric suppliers and manufacturers in Italy.
“We went to countless trade fairs and accumulated 30.000 kilometers on a brand-new car in less than six months. Then, in May , we tested our first prototype at the Monaco F1 Grand Prix and we got an amazing response; a sort of “Wow” effect, as people had never seen something like this.
“We made it a goal to launch a full collection at next year’s  Monaco F1 Grand Prix at Sunset Beach Club. Not only did we launch our Beach Blazer collection, but also a full range of men’s swim shorts,” he explains.
Now, with 209 Mare’s signature beach blazer, there are no excuses for your beachwear game to be off colour, drab or dull. the sector doesn’t lack the elegance and suavity it once did.