Founded by Sophie Wardrop, SWMR has taken inspiration from her active, beach lifestyle and an obsession with athleisure fashion.  Living by the ocean in three different parts of New Zealand, (Sophie splits her time between her Kohimarama pad, her family bach in Tauranga, and home-away-from-home Hataitai beach-front cottage in Wellington) the sport science qualified former competitive swimmer has tried and tested many swimwear brands.  While trading off between a too-flimsy-for-function bikini versus her training togs for the umpteenth time before hitting the beach, Sophie pondered why there wasn’t a clean, modern swimwear brand with a fashion aesthetic that hit the right spots on the body, that also held up to being dumped by a wave or a quick splash out to a buoy.  

Athleisure doesn’t need to stop at the beach, that form and function works for water too. Sophie spent two years developing the SWMR brand.  

‘SWMR had to borrow from swim and surf but more the ‘lifestyle’ of those activities; the sort of woman that might take the longboard out or go for a swim but will probably also have a beer waiting at the beach when she gets back.’

Our SWMR pieces are perfect for the multi-tasking, beach and ocean loving woman who is just as likely to be on a paddleboard, having a swim, kayaking, or on a boat as she is to be lying out tanning all day.