After a stint at high-volume apparel companies like Osh Kosh B'Gosh and babyGap, fashion designer Ramona Senese was looking to make a change -- a change that hopefully tied in to her lifelong love of the beach. From that inspiration Float Designs was born early this year. So what's happening with this new resort line and how has life in an altogether different sort of fast lane -- that of running your own company -- appealed to Senese? Come along as we introduce you to this new company that will make its Southeast debut at Surf Expo January 08. 

When did your company form, who started it, and what are their backgrounds?
I launched Float Designs in April 2007. Float Designs is still really just a baby in the vast marketplace of resort wear, but Float has grown rather quickly from sitting up, to crawling, to walking. Now Float is gearing up to run.

I came from a background in business and advertising and then went on to obtain my fashion design degree from Parsons School of Design in NYC. At Parsons I studied children’s wear and went on to design for a few higher-end children’s lines, then Osh Kosh B'Gosh and was finally the Senior Designer for babyGap. I left there right before I launched Float.

I did not want to start a line of children's clothing for many various reasons, but I do believe my never-ending love of children’s wear, bright colors, and bold graphics is reflected in my designs for Float.

My family has always had a lifelong love affair with the beach. On my Web site (www.floatdesigns.net) you will see black-and-white beach photos, and those are all photos of my family ranging from my grandparents, aunt and uncles, to my parents.

I created Float out of my desire to find something functional, yet fashionable, for my long days at the beach. I love to stay out in the sun all day long, but being fair skinned (that damn Irish/Italian decent) I was always looking for something stylish to cover up with. After years of searching and not finding what I was looking for, I set out to design a collection on my own and this is how Float was born.

I design the clothing and the prints myself. I also handle all other aspects of the business solely on my own including sales/marketing, logistics, production, trade shows and public relations. Float is really the definition of a one-woman show!

Where are you located?
Float splits time between beautiful Burlington, Vermont and sunny Sanibel, Florida where Float is currently spending the winter.

How did you choose your name and what does it convey?
I chose the name Float Designs because I wanted to convey the ultimate feeling of pure vacation and relaxation. I think if a person were to actually "float" that would be the feeling. When women wear Float Designs I want them to feel luxurious and relaxed. I want them to feel as if they are "floating."

What product do you think you are best known for?
Float specializes in Beach Cover-ups so that would be the product we are best known for, but Float’s most popular product thus far has been the Loop Lounge Terry Hoodie. This is an ultra comfy loop terry cover-up that has a hood for extra sun protection and the "Napali print" (which is Float's signature unique and hand designed print) lined hood for an extra touch of style. This style also has a UPF rating of 50+. The Loop Lounge Terry Hoodie has been a very popular garment in areas such as Nantucket, Martha's Vineyard, and the Hamptons where the summer beach days can still be chilly at times.

What are your distribution channels?
Float has an online store www.floatdesigns.net and Float is sold in small, high-end boutiques, resorts, and spas nationwide. Float has done very well in the East Coast states and also Hawaii, but since I handle all of my sales myself I have not had a chance to introduce Float to the Southeast market, which I feel confident that Float is perfect for. I am looking forward to introducing Float to Southeast area buyers at the January 2008 Surf Expo.

How has the growth of your company been, how is the market’s health, and what has you most excited when you look at your business?
Float has been growing at a steady pace so far, which I think is the healthiest way for a small business to grow. However, at times I forget that I only launched the company back in April 2007 and I am overjoyed when I sit back and reflect on how far Float has come since then.

The aspect of Float that always excites me the most is when I receive a re-order from a store. I am overjoyed when I receive an initial order from a boutique or resort/spa but when a store re-orders I know Float was the right fit for their store. I had some stores re-order from my six times last summer!

Float has also received some great press thus far and some celebrity attention, which is always exciting as well! Kelly Rippa and Paris Hilton are fans of Float. Float was also featured in an August Issue of Life & Style magazine in the “who wore it best” celebrity featured section comparing Float's Cast Away Cover-Up on Ashley Tisdale (High School Musical) and Kristin Cavallari (MTV Laguna Beach). To see the featured please visit Float's press page http://www.floatdesigns.net/press.html

Describe your experience with Surf Expo. Did is help your business?
You will have to ask me this question after the show, because I am not sure yet. But I feel confident that the Surf Expo will be a great show for Float and have heard such wonderful things about Surf Expo from friends and buyers so far!

For More Information:

Float Designs
283 South Union Street
Burlington, VT 05401

Phone: 1-866-OHFLOAT
Email: info@floatdesigns.net