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ICONIC SURF BRAND SEES NEW DAWN; SUNDEK, A CALIFORNIA LABEL THAT MOVED TO EUROPE IN 1998, IS MAKING WAVES WITH ITS RETURN TO THE U.S. MARKET.

Byline: Gillian Koenig

NEW YORK - In the 1970s, California surfwear brand Sundek was known as much for its signature rainbow-patterned swimsuits as it was for the legions of professional surfers who wore them. Yet after reaching the pinnacle of its success throughout the '80s, Sundek-which was first introduced in 1958-quietly disappeared from the California coast when it was purchased by Italian company Kickoff SpA in 1998.

This spring the legendary swimwear company ftes its 50th birthday with a return to the U.S., where it hopes to reclaim its stake in the men's luxury market. Now blending European fashion with its roots in American surfing, Sundek's brightly colored ...

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