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The idea behind Swim Society was first incepted in 2018 on a beach in the Maldives where our founder, Montana Brown was discussing with her friends how different an experience everyone has when shopping swimwear. Finding something you love the design off, supports you and shows off your assets whilst also being great quality was essentially impossible. Hence Swim Society was born. Fast forward to 2019, Swim Society was founded. Leading the way for an all inclusive, by default, brand.
After launching our first collection in April 2019, we went on to launch three subsequent collections. Shooting with so many incredible women who have since become loyal ambassadors to our brand.
For our second collection, we opened our casting net to include ‘real’ people. We asked our community to put themselves forward for our campaign shoot, opening up our audience to all those body shapes they feel are totally under represented in mainstream fashion.
Since then the brand has continue to grow, having been sold on ASOS, Topshop and other high street retailers. We’ve continued to work with incredible people and been so grateful to receive features from the likes of Glamour, Cosmo and Heat.
As we progressed on our journey, we felt that there was more we could do as a brand. We built such a supportive community, we felt that it was only right that we continued to evolve and start giving more back.
In 2020, we relaunched Swim Society with a sustainable product range. This meant completely overhauling everything we had done before, learning new processes and understanding how this changes our brand, proud to be using recyclable material in all our products.
This is produced from using recycled post-consumer polyester made from things like plastics which have been collected, sorted by hand and melted down. There is always more we can do, but this is our starting point.
Our second sustainable collection, shot on the beautiful Greek island of Milos. This collection was our first entry into an actual summer season. With super bold prints and beaming colours and of course the same sustainable fabrics, we really tested ourselves with this one. Not only did we part ways with our service provider, we moved to a brand new factory and achieved one of our goals to produce within Europe a lot earlier than planned.
As just a team of three with help from our design intern, we designed, produced and shot this entire collection. Plus this was so special for us as this was our first chance to shoot a collection with our glorious open casting girls and it brought a whole new life to our proud achievement.