Our Story
U&I - Not your average swimwear label
U&I Label was dreamt up in-between sets while surfing at Bells Beach, with each stitch inspired by the power of the ocean. Our collections are designed for Ocean Dwellers Not Sunbakers.
Established in 2014, U&I has spent the last six years growing the brand and its footprint with sustainable swimwear designed in Torquay, and responsibly made in Australia. Our considered collections are timeless, functional and will last more than one Summer.
Our mission is to create women’s surf culture, promote slow fashion and protect our planet. Much more than your average swimwear label, we are passionate environmentalists whose goal is to unite water women across the globe to help protect our coastal playgrounds.
2020 has seen the next chapter begin for U&I Label with the original founder/Swedish Designer and Photographer Emma Backland embarking on a new partnership with a fellow water woman Jen Sharpe from Noosa, and both are ready to take the brand to new heights.
As 2 surfing mother’s running a small independent label, we hope to inspire and empower women in their pursuit for the perfect wave, and use our brand as a vehicle to start conversations both in and out of the water to create positive change.
From Bells to Noosa,
Jen & Em
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 surf, run, play.
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: In 2018 we made the switch to using 100% regenerated nylon fiber from pre and post consumer waste such as fishnet and other end of life nylon materials. We can through testing guarantee that the material is just as long-lasting and durable as conventional lycra.
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 tries 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 not-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 100% regenerated nylon materials imported from Italy and the U.S are being used. All garments are of 50SPF to keep you safe from the sun and the straps are all vegan friendly.