There is more to a newly created line of brightly coloured Bermuda shorts than meets the eye.

Coral Coast Clothing has spent three years developing what it calls “THE Bermuda Short”, and the design has now reached the store and is proving to be a fast seller.

A light-hearted promotional video shows how and why the shorts are different. They can be worn all day and for any manner of activities, from the office to golf course, beach, swimming and a dinner date.

Sam Outerbridge and Adam Petty operate Coral Coast Clothing and its store Coral Coast, at 15 Front Street, across the street from the ferry terminal.

According to Mr Outerbridge what makes the shorts stand out from the competition is the material blend; 97 per cent cotton and 3 per cent elastane for optimal movement, as well as making them lightweight, breathable and functional.

“For the past three years we have been trying to find the perfect material. We found this is the best blend,” he said.

The shorts are made in Portugal by small family-run businesses. Mr Outerbridge and Mr Petty have met all the people involved in making the shorts.

Coming in ten custom colours, including racing red, electric green, three shades of blue, and pastel lilac, the shorts are finished off with buttons that match the turquoise mix of Bermuda’s South Shore waters. This was achieved by sending a photograph of the coastal water to the button makers to use as a guide to create a perfect match.

Tiny images of the islands of Bermuda are on the inner lining of the shorts, while every pair comes with an attached educational booklet about Bermuda, and the Coral Coast brand.

Mr Outerbridge said visitors particularly look for something that is Bermuda-branded, such as labelled Bermuda shorts.

The early signs are that the shorts will be a winner for the business; 12 pairs were snapped up almost immediately when the new range was put on display.

• Coral Coast Clothing has a website at http://www.coralcoastclothing.com/