Our story
In summer 2022, Eve and Sari noticed a gap. Finnish sustainable swimwear for women? Sorted. Sustainable swimwear for men? Not quite. And why was it always boring black and blue? They had seen bold prints worn confidently by men elsewhere and loved the look. So they asked the obvious question: if no one is making it, should we?
The rules we set ourselves
Keep it sustainable. Make it in Finland. Fit real bodies. And never, ever do boring. Confidence looks good on everyone. Including men.
The team
True story. Eve and Sari knew nothing about prints, fabrics or sewing when they started. Reetta joined with a real artistic eye and changed the trajectory entirely. Ama came on board after a few glasses of wine, because Sari knew right away she had the accountant mindset the team needed. Right people, right time.
The research
We knew nothing, so we learned everything. Sari has a gift for finding any expert or piece of information online, and she used it. Often. There were also some questionable text messages to male friends asking them to measure their waists and thighs. Standard founder behaviour. The result: swimwear that fits like a glove.
The first print
Reetta got her first design brief and came back with a Saimaa ringed seal print. Instantly iconic. Still our bestseller. She nailed it perfectly on the first try. We don't make the rules.
The first community
Our friend groups became our first testers. Weekend trips, photos, feedback, repeat. Our first community was our closest circle, and we are eternally grateful for their support and unwavering dedication to wearing sealskin. You know who you are.
Why we are still here
We are still here because this is our small act of resistance against fast fashion. We are a sustainable swimwear brand from Finland, a small Nordic brand that takes slow fashion and handmade seriously, not as marketing terms but as a way of working. Because the feedback never stops warming our hearts. And because we genuinely believe bodies look better in swim briefs. That's the whole mission.