When bikinis stop feeling like you!
At some point, it’s not about trends anymore. Bikinis just don’t feel right.
Not because you can’t wear them— but because you just don’t want to.
And that’s a shift more women are making including myself! As I approached my late 30's I started to turn away from traditional bikini options, they just didn't feel comfortable or fit in with my day at beach or pool, but I found there was nothing available that was stylish to choose from.
The problem with traditional options
Most swimwear still sits in two categories:
- Bikinis
- One-pieces
But neither always offer what you’re actually looking for:
- Comfort
- True Coverage and Support so you don't feel naked when you leave the beach or pool
- Freedom to move in and out of the water all day
What women are choosing instead
More women are building their own version of swimwear using pieces that feel better to wear, like activewear.
That might look like:
- Women’s swim shorts for coverage and ease
- Lightweight tops or rash guards
- Pieces designed to move with you, not against you
So I decided to start designing swimwear than gives true support and coverage, can be worn like activewear but also performs like swimwear. Check out our active swim collections to find your perfect fit.
Why this shift matters
When something feels right:
- You stop adjusting
- You stop overthinking
- You start enjoying your time at the beach or pool again
- You stop having swimsuit anxiety
You don’t need to fit into swimwear. Swimwear should fit into your life. Anita - Founder.