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U&I Label was dreamt up in-between sets while surfing at Bells Beach, with each stitch inspired by the power of the ocean. Each collection is designed for ocean dwellers, not sun bakers.

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. U&I considered collections are timeless, functional and will last more than one Summer. 

U&I's mission is to create women’s surf culture, promote slow fashion and protect our planet. Much more than your average swimwear label, U&I 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 and 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 two surfing mothers running a small independent label, Emma and Jen hope to inspire and empower women in their pursuit for the perfect wave, and use their brand as a vehicle to start conversations both in and out of the water to create positive change.

In 2018, U&I made the switch to using 100% regenerated nylon fibre from pre and post-consumer waste such as fishnets and other end-of-life nylon materials. Through testing, the label guarantees that the material is just as long-lasting and durable as conventional Lycra.

The girls behind the label proudly design, sample, make and test all styles locally in Torquay to ensure the fit and quality are up to the demand of water women. All U&I swimwear is made in Australia, and you can expect U&I swimwear to last season and season, year after year. Only the highest quality of materials imported from Italy and the US are used. All garments are 50+ SPF to keep you safe from the sun, and all straps are vegan-friendly. The girls also pride themselves with a commitment to plastic-free packaging, so each U&I swimwear purchase is delivered in a beautiful water-resistant bag. 

+ Australian designed
U&I Label is designed in Torquay, Victoria, Australia.

+ Australian made
U&I Label is ethically made by hand in Tawonga South, Victorian High Country, Australia. 

+ Ethical
All U&I Label pieces are ethically made in Tawonga South, Victorian High Country, Australia. 

+ Vegan
No animals have been harmed in the production of U&I Label swimwear. No animal textiles or animal by-products are used throughout any collection.

+ Recycled or circular
U&I Label uses 100% regenerated nylon fibre from pre and post-consumer waste, such as fishnet and other end-of-life nylon materials.

U&I Label's collections are designed and made in Tawonga South, Victorian High Country, Australia.

Shop the full U&I LABEL range here.