U&I “In a Surf State of Mind”
U&I is a women’s indi Ocean Activewear label born out of Torquay, dreamt in between sets while surfing at Bells Beach. Every stitch is inspired by the power of the ocean and designed to complement the grace of female ocean dwellers, filling the gap in the female surfwear market – stylish and simple active wear for water women.
U&I is a creative collaboration between Australian Fashion Designer Jodie Hayes and Swedish Designer and Photographer Emma Bäcklund. Jodie and Emma both arrived in Torquay, Australia in 2012, chasing waves and the need to live close to the ocean. They bonded over their mutual love for surf, fashion and design and soon decided to combine their passions and skills to fill the gap in the female surfwear market – a brand that empowers instead of objectifies. The U&I girl is an ocean dweller not a sun baker.
U&I started out in a studio at the back of a rambling 1940s Torquay surf shack. The girls have designed and road-tested the 2016 capsule collection STORM in between surfs, laughter and beers. The STORM range is ready to be embraced over a long hot summer.
Designed in Torquay, made in Melbourne, Australia
U&I´s Summer 16/17 range, is an interchangeable mix of surf tops, bottoms, and one-pieces. The range is designed with modern active women in mind. The silhouettes are flattering with elegant necklines and complementing classic sophistication, all of which stem from practicality and pure functionality. Femininity remains uncompromised.
All garments with micro mesh contrast are hand-dyed individually from our Torquay studio and every piece is unique with a slight colour variances.
The new STORM capsule collection is a luxurious range with on trend prints to enhance and add to your staples. Designed around our core styles in the original collection, STORM adds more variety and opportunity to mix and match through the entire range, making it easy to create your own perfect U&I look and style.
All garments are SPF 50+, designed in Torquay & Made in Melbourne, Australia
The U&I Lab
Studio & Shop - Torquay
In October, 2015 The U&I ladies (yours truly), opened the doors to the first Studio & Store in the heart of Torquay. It´s a space where the public can come and experience the work in progress on current and upcoming swim & ocean active designs and also try on and purchase current season designs.
The store also offers a great collection of hand picked surfboards for any keen lady slider, contemporary art by a variety of Australian artists, great smaller gifts and all things completing your ocean focused lifestyle.
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: 3/57 Geelong Road, 3228 Torquay, VIC Australia
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.