U&I - Not your average swimwear label

U&I Label is dreamt up in between sets while surfing at Bells Beach, every stitch is inspired by the power of the ocean and designed to fill the gap between the uninspiring triangle and forgotten function.

The label first launched in 2014 by Australian Fashion Designer Jodie Hayes and Swedish Designer and Photographer Emma Bäcklund. The ladies behind the name have a mission to re-establish what living on the coast for women is really about... “We run, we surf, we play”. U&I Label work to provide women with the “grown up” answer to swim and surfwear that is missing in the Australian market. Jodie and Emma design swimwear for active women who respect and seek design, not trend seeking women.

The U&I girl is an  Ocean Dweller not a Sun Baker.

U&I is stylish and clean swimwear complementing an ocean focused lifestyle without compromising on refined design- to be worn from the surf to the trail and even into the night.

The girls work together with influencing women all over the globe to create women´s surf culture. 


SS 17/18 Collection

U&I´s Summer range, After the Rain, tips its hat to the romantic stillness after the Storm. Staying true to U&I´s minimalist style and unique textiles, this range focuses on the senses, going beyond clever contouring and timeless pallets. This season introduces neoprene’s sexy cousin Duck Dive exclusive to the brand.

After the Rain, the U&I woman doesn’t dance...she surfs.

Designed in Torquay & Made in Melbourne, Australia

Home of South Coast Surfboards 
The U&I Studio, Surfboards & Cafe

In November, 2017 The U&I ladies (yours truly), opened the doors to their new studio and store, under the roof of South Coast Surfboards in the heart of Torquay. It´s a space where the public can come and experience the work in progress on current and upcoming designs and also try on and purchase current season designs.

The space is a shared warehouse with a fully operating surf factory and so also offers a great selection of hand shaped surfboards for any keen ladyslider. For anyone wanting to impress their coffee date they can also drink a coffee and enjoy cafe food as The Monkey´s Uncle is located under the same roof.

U&I has a culture within, the space is a platform for great artists, musicians and fellow local creatives that can showcase their skills through public events, workshops and gallery nights. Keep an eye out here

Find us in the hear of the surf city: 1C Baines Crescent, 3228 Torquay, VIC Australia

Open Hours
Saturdays & Sundays 10am - 3pm
Open when open during the week. Call for an appointment 0423225544

How We Contribute 

Social: As a swimwear label U&I aim to represent and re-establish the true image of what living on the coast for women is really about... we run, we surf, we play. The U&I girl is an ocean dweller not a sun baker. 

The girls behind the label proudly design, sample make and test all our styles locally in Torquay to ensure the fit and quality are up to the demand of water women. All swimwear has since day one been made in Australia and you can expect your garments to last more than one season. 

Environment: With the Coexist debut t-shirt collection made for street smart mermaids U&I aim to raise awareness and needed funds to help protect the Australian reefs and sea animals. In collaboration with strong and forward thinking ambassadors the label try to build a culture and tribe within as we all benefit from protecting the places we play. For every piece purchased in the Coexist range 5% will be donated to non for profit organisations.

Product: U&I hope to provide women with the "grown up" answer to swim and surf wear that is missing in the Australian market. All swimwear is designed for active women who respect and seek design, not trend seeking women. Only the highest quality of materials imported from Italy and the U.S are being used, and the label is currently exploring the possibility of using recycled lycra for their next range. All garments are of 50SPF to keep you safe from the sun and the straps are all vegan friendly. The girls also pride themselves with a commitment to plastic free packaging, your garments will be deliver in a beautiful cotton bag. 

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