YouSwim

since 2018 : Redefining Swimwear Through Fluidity, Empathy, and Timeless Design

 

In 2018, London creatives and longtime friends Elise Wallbank and Julian Tali launched a quiet revolution in the swimwear industry. They called it YouSwim, a name that would come to stand for body liberation in an industry obsessed with rigid ideals.

 

The spark came from a deeply personal frustration. Swimwear shopping often feels alienating, with fixed sizing systems that fail to reflect the natural ebb and flow of real bodies through puberty, hormonal cycles, weight fluctuations, pregnancy, or postpartum shifts.

 

Determined to rewrite the rules, the duo envisioned a world where swimsuits adapted to women, not the other way around. Their breakthrough came when they discovered a highly elastic, crinkled knit fabric capable of dramatic stretch without losing its shape. After months of engineering, testing, and refining, they unveiled Versoform™, a proprietary material designed to move fluidly with the body.

 

Launching online as a direct-to-consumer brand from London, YouSwim debuted with just two ultra-inclusive sizes (Stretch I: US 2–14 and Stretch II: US 14–24). This minimalist yet groundbreaking approach instantly positioned them as pioneers of body-positive, size-fluid design. Word of mouth and glowing editorial coverage quickly carried the small London label to a global audience.

 

 

 

The Brand at a Glance

 

YouSwim is a modern British swimwear house rooted in empathy, not measurement. Rather than chasing seasonal trends, the brand offers timeless silhouettes that stretch, sculpt, and adapt to life’s natural changes, empowering wearers to feel comfortable at every stage.

 

Made in England

All pieces are knitted, dyed, and sewn in the UK to the highest ethical standards.

 

Digitally Native

Operating solely through their e-commerce platform, YouSwim ships globally while sidestepping traditional wholesale channels.

 

Seasonless Philosophy

Core silhouettes stay year-round, punctuated only by limited, small-batch color drops.

 

Signature Aesthetic

Clean lines, seamless construction, muted hues, and a minimalist approach to branding give the brand a quiet, luxury sensibility that stands apart from trend-driven noise.

 

 

Inside the Collection

 

YouSwim’s range is intentionally tight and timeless, each piece designed to last both physically and emotionally.

 

Core Styles

Minimalist one-pieces (Aplomb, Eva, Poise), sleek two-piece sets with high or standard-waist bottoms, and adjustable tie-side bikinis.

 

Maternity Friendly

Designed to stretch comfortably through pregnancy and postpartum without being labeled as separate maternity lines.

 

Limited Editions

Minor seasonal color releases keep things fresh without feeding trend churn.

 

 

 

Why youswim

 

Versoform™ Fabric

A proprietary crinkle-textured knit offering extreme multidirectional stretch (up to four clothing sizes) while gently supporting the body.

 

Seamless Circular Knit

Created on specialized machines that eliminate side seams, reduce waste, and achieve a second-skin feel.

 

Premium Fibers

Nylon 66 and elastane blend, certified to OEKO-TEX Standard 100, ensuring safety from harmful chemicals.

 

Longevity and Care

It retains its shape over the years and requires gentle care, such as cold washing and air drying. It dries more slowly than typical Lycra but lasts far longer.

 

The result is swimwear that molds to you rather than constraining you, allowing one suit to carry you through size changes, milestones, and seasons without compromise.

Philosophy: Radical Empathy Meets Slow Fashion

 

YouSwim’s mission is clear: dismantle the myth of a perfect size and celebrate the beauty of real, ever-changing bodies.

 

Body Inclusivity

Campaigns feature real customers in all shapes and sizes rather than airbrushed models. There is no sizing anxiety, only two flexible sizes to choose from.

 

Emotional Wellbeing

YouSwim reframes swimwear as something you feel good in, not something you must fit into.

 

Sustainability

Every piece is made in England under ethical labor practices, utilizing small-batch production, seamless zero-waste knitting, compostable packaging, and repurposed, imperfect garments.

 

Slow Fashion

They reject seasonal trend churn, offering enduring silhouettes and releasing only a few new colors each year.

 

This approach makes YouSwim one of the rare swimwear labels built entirely around body fluidity, rather than simply extending size ranges. It represents a paradigm shift from measuring with tapes to providing emotional support.

 

Where to Find Them

 

YouSwim sells exclusively through their own website at youswim.com, shipping globally from the UK to customers across Europe, North America, Asia, and Australia.

 

They have eschewed wholesale partnerships with department stores or multi-brand retailers to retain creative control, uphold ethical production, and protect their brand storytelling. Occasionally, they appear in cities like London or New York with beautifully curated, temporary pop-up spaces, but they have no permanent stores. This is a deliberate choice to maintain the brand's intimacy, directness, and personal nature.

 

 

Website https://youswim.com/

Instagram @you.swim

Photo youswim