GUD Swim Co-Founders
Hi, we're Harriet and Jaz!
We met in Sydney in 2019 as English backpackers chasing the sun. Like many women, we became hyper aware of how swimwear marketing made us feel: self-conscious. Like we had to change our bodies to feel good in a bikini.
At the same time, we found it hard to make a genuinely sustainable choice. Most brands claiming to be eco-friendly were doing the bare minimum.
After realising, despite having two completely different body shapes, we both felt the same way, we decided we didn’t just want to buy better bikinis, we wanted to make them. Swimwear that felt confident, sexy but not skimpy, and actually sustainable.
A year later, we launched GUD Swim, designed to feel GUD, look GUD, and do GUD.
As seen in
Our Pillars
Feel GUD
Swimwear that’s designed to flatter, support, and make you feel confident in your own skin, just as you are.
Look GUD
Timeless, elevated styles that balance sexy and chic. Always wearable, never trend-chasing.
Do GUD
Sustainably made from recycled materials, with no plastic in our packaging, because looking good shouldn’t come at the planet’s expense.
Our story so far
Some standout milestones in our journey building GUD Swim so far. We have so much more to come!
October 2023
Launch day
We launched GUD Swim with a core collection, most of which are still best sellers today.
Our debut campaign featured 3x amazing models with completely different body shapes. Our commitment to showing a variety of women in our swimwear has been integral from the very start.
January 2024
Our first feature
Our pieces were worn by Love Island stars Chloe Burrows on their trip to Australia leading to features in international tabloids and magazines.
This was such an exciting milestone for us so early on!
July 2024
The tropics collection
We launched our first prints: Jungle and Rainforest. This collection was centred around a tropical island feeling (think the song Paradise by Sade).
We had so much fun shooting this collection on a sandy beach in Bali, with a team who we have worked with multiple times since.
Jungle is still one of our best sellers to this day.
Dec 2024
Monochrome collection
We launched our third collection with our very first in person event. An incredible day of meeting our community and creators, and presenting GUD Swim in person for the first time.
This was such an incredible day and was picked up by the TODAY show and some amazing AU publishers!
April-July 2024
Worn on TV!
Made in Chelsea and Love Island stars wore our pieces on some of our favourite international TV shows - a huge pinch me moment for the brand 💖