pītusa
pītusa is a Miami-based beachwear brand founded in 2010 by Clara Lago Rashidian. It designs loose beach dresses, kaftans and cover-ups made mostly from Peruvian pima cotton and lightweight gauze.
| Founded | 2010 |
|---|---|
| Founder | Clara Lago Rashidian |
| Headquarters | Miami, United States |
| Production | Peru and India |
| Key materials | Pima cotton, gauze |
| Website | pitusa.co |
What is pītusa?
pītusa, often written Pitusa, is a beachwear label founded in 2010 in Miami by Clara Lago Rashidian, who remains founder and CEO. The brand has grown without outside investment.
Products and positioning
Rather than swimsuits, pītusa's core is the cover-up: pieces designed to be worn over swimwear and through a hot day. The range includes:
- Loose, unstructured beach dresses, kaftans and thobes
- Jumpsuits, shorts and crochet pieces
- Kids' and bridal capsules
Fabrics are mainly Peruvian pima cotton and lightweight gauze, and production takes place in Peru and India through female-run ateliers. The aesthetic is minimalist and contemporary.
Distribution
pītusa sells directly through its own website, where it offers its spring and summer and resort collections. Wholesale stockists have included Selfridges, Browns, Fenwick and Harvey Nichols Dubai.
Why it matters
pītusa shows how a self-funded label can build international department store distribution around a single, clearly defined category, the beach cover-up.
Frequently asked questions
Who founded pītusa?
pītusa was founded in 2010 in Miami by Clara Lago Rashidian, who is still the brand's founder and CEO.
What does pītusa sell?
pītusa sells beach cover-ups, including loose dresses, kaftans, thobes, jumpsuits and crochet pieces, plus kids' and bridal capsules.