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The swim shorts are made in a factory in Portugal that makes the specialist apparel worn in the pool by Olympian swimmers.


The nylon was chosen because it is particularly quick drying - it only takes seven minutes - and feels light in water. The zips are made by Lampo, a company based in northern Italy. The matte finish is intentional.

The cut

The founder, Mr Finch, is a strong advocate of shorter shorts, believing that men look better in shorts that stop mid-thigh rather than longer, surfer-style Bermudas. The name of this style, Positano, hints at the old-world glamour Mr Finch is tilting towards, as do his other sources of inspiration, like Mr John F Kennedy's style.

The print

Mr Giles Deacon, a fashion designer from East London, created the print, which is exclusive to Chucs. Mr Deacon has his own, eponymous brand and is also creative director of Parisian fashion label Emanuel Ungaro.

Shop The Brand
Photography by Mr Michael Bodiam | Words by Mr Mansel Fletcher
"It began as a simple idea: to make swimming shorts that are flattering to men."
Mr Charles Finch, founder, Chucs Dive & Mountain Shop

Mr Finch, a London-based film producer, agent and PR man, founded Chucs Dive & Mountain Shop earlier this year. He was inspired by the kind of clothes his father, and his father's friends, wore in Jamaica, which they adopted as their home. In fact, Mr Finch's father was none other than Mr Peter Finch, an Oscar-winning actor, which explains why his set of friends in Jamaica included Mr Errol Flynn, Sir Noël Coward and Mr Ian Fleming.

It was the creator of James Bond who inspired Mr Finch to found Chucs. On a holiday in Jamaica he visited Goldeneye, Mr Fleming's former home, and found a pair of his old swimming trunks. Mr Finch took this vintage inspiration, and his own innate dedication to quality, and came up with his brand. His collections caters for both sunny, and snowy, destinations - Mr Finch's grandfather was in fact the Everest mountaineer Mr George Ingle Finch, who was also inventor of the down-filled jacket - with a range of products of unsurpassed quality.


an interview with mr charles finch