Wow. So technical! Switching gears. Can you tell us about your badass campaigns? How they feature women of all different shapes and sizes? Can you talk through that evolution and brand message?
I was passionate about improving the entire swimwear experience - from how a swimsuit fits to how it makes you feel. It seemed nuts that anytime I mentioned swimwear, most gals would say ugh, gotta lose weight, gotta get tan, haven't worn a suit in years... blah blah blah. So much shit talk! Mostly self-derision with the overall message of not feeling worthy. It just felt totally wrong. So we made it our mission to say, Fuck that. Let's inspire women to love thy differences. Let's free up all that brain power wasted on trying to change the way we look and let's seize the power that comes from saying hell yes to our diverse beauty. Let's inspire gals to channel that energy towards living a kickass life and setting an inspiring example.
So we set out to create swimwear with fit and style to celebrate the rockstar you are. With inclusive imagery, celebratory language and a “no bullshit, we're in this together, the sun is setting let's get to the beach and crack open a cold beer spirit” we strive to share a compelling message with all women and girls. Love thy differences - it's our mission, our mantra, our driving force. It’s our rally cry, our soapbox, our signature anti-venom to shit talk about body shape and self-esteem and swimwear. 18 years ago we photographed 28 women for our first catalog. All ages, ethnicities, sizes, shapes… the response was incredible, both from our mavens as well as from the media.