Samudra designer Jennifer Binney’s signature tropical style perfectly reflects the Hawaiʻi vibe.
Maui-born Jennifer Binney had a dream position with tastemaking resort retailer Seaside Luxe: She went on buying trips across the world, attending fashion weeks in London, New York and Paris. During one Paris Fashion Week, Binney spotted a clutch featuring a photographic print of Maui, and the inspiration for her own brand, Samudra, was born. Today, Samudra has expanded from palm-print pouches to tropical-minded weekender bags, T-shirts and, most recently, swimsuits. With a global reach in tony retail outlets such as Shopbop, Surf Bazaar and Nordstrom, as well as Hawai‘i-based lines including Letarte, Fighting Eel and her former employer, Seaside Luxe, Binney attributes her rapid success to powerhouse blogger Garance Doré. “She took a photo with my bag at a pop-up I had, and sales went crazy,” the designer recalls. Last fall, Binney opened her own boutique in Kailua, just a few miles from her Lanikai home. Aloha Superette is now the destination for eclectic housewares, clothing, accessories and art. What’s next for her? Expect to see an expansion in Samudra’s swim collection, as well as some exciting alliances. While the talent already has a lot on her plate, she’s not stopping soon. “I never budge at all on quality of life,” she says. Which means, even with her success, she always makes time for her family and recharging near the ocean. That sounds like the perfect island lifestyle to us.
Surf, travel, pink bubbly
Traffic, tight clothes, laziness