DDesigner's Notes: Creating Swimwear Chosen Beyond the Shore

Since launching eit swim in 2018, we have built our brand around one simple idea: connecting the sea and the city.

Before starting eit swim, we were surfers living and working in Tokyo. Our circle included not only friends who loved the ocean, but also friends with a deep appreciation for fashion and design.

When we decided to create our own brand, we wanted to make something that even those who might wear a swimsuit only once each summer would genuinely want to own.

Rather than defining a target customer through demographics, we imagined something much more personal.

"Would she wear this?"

We pictured each friend, one by one, and designed from the perspective of the people closest to us, turning those thoughts into each piece we created.

For our very first collection in 2018, we styled our swimwear with everyday clothing to show how naturally it could fit into a wardrobe beyond the beach. At the time, very few swimwear brands spoke about pieces that could be worn in the city, so we were exploring completely uncharted territory.

In our second season, we introduced minimalist tank tops and camisoles reimagined as swimwear. We also chose ribbed fabric—a material that was still uncommon for swimwear at the time—to create pieces that people could truly wear both in and out of the water.

Even today, some of our friends still wear those tank swimsuits as everyday layering pieces. Knowing that they have become part of their daily wardrobes—not just something reserved for the beach—is one of the greatest compliments we could receive.

As surfers who have always called the city home, we hope to continue creating pieces that reflect both worlds, and we look forward to sharing that perspective with you.