Follow Suit

Follow Suit is an ethical swimwear brand founded by Brigid Smith, who began designing swimsuits as early as age eight and was nicknamed 'Gidget' after winning her first surf competition at age 12. The brand was born from Smith's lifelong passion for fashion and her deep connection to beach culture, with inspiration drawn from a transformative trip to Portugal where she drove the coast from Lagos to Porto, becoming inspired by the vibrant coastal towns and beaches. The brand is renowned for its flattering and fuss-free cuts, focusing on swimsuits that actually stay in place whether customers are sunning on a boat off the Amalfi Coast or surfing in Nicaragua at sunrise. Follow Suit emphasizes comfort and confidence with designs that feature bold patterns and flawless fits. The brand's aesthetic can be described as vibrant, timeless, and worldly, reflecting the founder's global travels and surf culture influences. As a sustainable swimwear company, Follow Suit incorporates eco-friendly fabrics and other mindful elements in their production process, positioning themselves as part of the slow fashion movement. The brand represents a return to quality craftsmanship and environmental consciousness in the swimwear industry, appealing to customers who value both style and sustainability in their beachwear choices.