Born on Sydney’s iconic beaches, Swim Shady is redefining sun protection with stylish, practical beach shades designed for the Australian lifestyle. We interviewed Co-Founder and Director Jeremy and early supporter Elizabeth to discuss their journey, inspiration, and the innovative spirit driving Swim Shady’s mission to elevate beach life.

Jeremy, growing up on Sydney’s beaches shaped your vision. What moment sparked the idea for Swim Shady?

Jeremy: The idea for Swim Shady was born on Coogee Beach, early in our relationship. Liz arrived carrying an old 1950s-style beach umbrella – lightweight but clunky, dated, and prone to blowing away at the slightest breeze. I remember asking her, almost laughing, ‘What is this?’ She explained that she liked it because it was light enough to carry on the walk to the beach, and, like many Australians, she didn’t enjoy spending hours in the harsh sun. But her options were limited: the market was dominated by bulky family cabanas or traditional beach umbrellas that were heavy, awkward, and far from elegant.

That moment stuck with us. If that was the best option available for Liz – someone young, style-conscious, and practical – surely others were feeling the same way. As we dug deeper, we discovered an even bigger insight: many people were forgoing shade altogether because nothing on the market felt convenient, lightweight, or designed for the way they used the beach. That was the spark for Swim Shady: to create a product as innovative and considered as the lifestyle of the people using it.

Elizabeth, you played an important role in Swim Shady’s creation. What were the biggest challenges in building the brand?

Elizabeth: One of the biggest challenges was that we weren’t simply taking an existing product and putting our name on it – we were creating something entirely new from the ground up. The vision was clear, but turning that into a reality meant starting with a blank canvas. We worked closely with industrial designers to refine the concept, tested countless prototypes, filed patent applications, and navigated the complex process of sourcing the right manufacturers overseas.

At the same time, we were defining the entire brand ecosystem – building our visual identity, creating an online presence, and educating the market about a product that didn’t really exist yet. This wasn’t just another family cabana or bulky beach umbrella – it was a personal beach shade, designed for individuals who value simplicity, style, and ease. Building that category from scratch required persistence, precision, and a real belief in the vision we were bringing to life.

How did your background in sports influence the design and functionality of Swim Shady products?

Jeremy: Working in Australia’s number one sport taught me a lot about how people experience moments. One insight that stayed with me came from countless surveys we conducted with fans and corporations: their enjoyment of game day often hinged on the arrival and departure experience. That resonated deeply with me, because a beach day is much the same – the effort of parking, carrying heavy gear, and packing up at the end can often overshadow the simplicity and joy of the moment itself.

With Swim Shady, we set out to reimagine that experience entirely. Our focus was on creating a product that made every beach day feel seamless and premium, lightweight, easy to carry, and designed to eliminate the usual inconveniences.

I was also fortunate to work at a club owned by Russell Crowe, whose attention to detail and commitment to brand integrity left a lasting impression on me. That experience taught me how powerful it is to build something that isn’t just functional but also iconic – values we’ve carried forward into Swim Shady.

The Australian sun can be brutal. How does Swim Shady uniquely address both sun safety and style?

Elizabeth: Australia is known for having some of the highest UV levels in the world, which makes sun safety non-negotiable for us. That’s why every Swim Shady canopy is engineered with UPF 50+ protection – our way of helping to combat sun damage, premature ageing, and the alarming rates of skin cancer we see here.
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But sun safety doesn’t mean compromising on style. From the very beginning, we wanted Swim Shady to feel modern, minimalist, and effortlessly chic. We collaborated with a talented Australian textile designer to create custom prints that feel just as at home on a sun-drenched European coastline as they do on Australia’s beaches.

Our shade isn’t just practical – it’s a statement piece. It’s the kind of sun protection you want in your photos and on your travels, combining function and fashion in perfect harmony.

Walk us through the development process of a Swim Shady product, from idea to beach-ready.

Jeremy: At its core, Swim Shady is about offering something the beach has been missing for decades – a premium, travel-friendly, and stylish shade solution that fits effortlessly into your lifestyle. The traditional beach umbrella hasn’t really evolved in over a hundred years, so we saw a real opportunity to rethink what shade could be.

Turning that concept into a beach-ready product took countless months of collaboration with industrial designers and manufacturers. We went through multiple rounds of prototypes, rigorous testing for wind resistance, materials, and durability, because a product like Swim Shady has to perform flawlessly in real beach conditions.

Every detail was refined again and again until we achieved the perfect balance of lightweight portability, ease of use, and elegant design. It’s a process driven by passion and precision, all with one goal: to create a shade solution that people genuinely want to bring on every beach adventure.

Sustainability is important to many modern consumers. How does Swim Shady approach environmental responsibility?

Elizabeth: Sustainability is an important consideration for us at Swim Shady, especially as we think about the impact our products have beyond the beach. Our canopy fabric is crafted from RPET – recycled plastic bottles – helping to divert waste from landfill and reduce reliance on virgin materials.

Additionally, the design’s compact and lightweight nature means our products are easier to transport, contributing to a smaller carbon footprint compared to traditional bulky beach gear.

We also use biodegradable bags for some of our packaging, reflecting our commitment to thoughtful, eco-conscious choices wherever possible. As we grow, we remain dedicated to exploring further ways to reduce our environmental impact and support the natural beauty of the beaches we love.

How has customer feedback influenced your products or brand since launching?

Jeremy: Swim Shady has just passed the six-month mark, and already, customer feedback has been invaluable in shaping how we think about our products and their future evolution. We actively encourage feedback through our customer emails and take the time to respond personally to every message.

We’re also highly engaged with our community on Instagram and TikTok, where we love seeing customers share their Swim Shady moments. Their photos, comments, and suggestions have given us great insights – not only into how our products are used but also how we can refine and elevate them further.

As we grow, we’re committed to listening closely to our customers and continuing to fine-tune every detail, so each Swim Shady experience feels as effortless and premium as we intended.

What’s been your proudest moment with Swim Shady so far?

Elizabeth: There have been so many moments I’m proud of, but one that stands out was seeing the very first customer photos come through on Instagram. After so many months of designing, refining, and testing, there’s something surreal about seeing people around the world enjoying a product you’ve poured your heart into.

Another proud moment was when our products started travelling with customers on their overseas getaways – seeing Swim Shady on beaches from Europe to Asia was a reminder of why we set out to create something lightweight, stylish, and truly travel-friendly.

Looking ahead, what’s next for Swim Shady—new products, global expansion, or exciting collaborations?

Jeremy: Global growth is absolutely a key focus for us. After one of our TikTok videos went viral, we were thrilled to see Swim Shady orders coming in from over 25 countries, particularly across Europe and the US. We’ve also had multiple approaches about distribution in these regions, which reinforces what we’ve believed from the start: this is a product designed to travel.

Because it’s lightweight, compact, and fits neatly into luggage, Swim Shady is perfect for international beachgoers and resort guests exploring remote coastlines. We see a future where our shades are offered at luxury resorts, on cruise ships for guests heading out on day trips, or as part of premium hotel experiences, helping travellers enjoy beautiful beaches with ease and style.

While global expansion is our priority, we’re also continuing to refine our collection and explore new designs to complement the Swim Shady experience. The vision is to elevate beach days around the world.

In what way does social media play a part in Swim Shady and its growth?

Elizabeth: Social media has played a huge role in Swim Shady’s growth. A five-second TikTok video showcasing our product went viral, and to date, it’s been viewed over 3.3 million times by people all over the world. That moment really put us on the map, opening up conversations with customers and distributors in countries we hadn’t even dreamed of reaching so early on.

It also gave us that all-important product validation – the feedback was incredible. Comments like ‘Exactly what I’ve been searching for’, ‘How did I not know about this sooner?’ and ‘These are made for European summers’ were overwhelming in the best way.

Social media will continue to be a big part of our strategy going forward, not just to grow awareness, but to engage directly with our community and share our vision for effortless, elevated beach days.

Final word for international readers?

Swim Shady was designed in Australia, but with the global beach lover in mind. Whether it’s Bondi, the Amalfi Coast, or the Hamptons, our vision is simple: to make every beach day feel effortless, stylish, and sun-safe.

We’re proud to offer a considered option for people who value protecting themselves from the sun, helping to make skin health and sun safety part of a premium, travel-friendly experience.

As Swim Shady continues to travel the world, we’re excited to explore partnerships with luxury resorts, cruise lines, and coastal destinations that share our commitment to elevating the beach experience for their guests.

We look forward to bringing our unique approach to more shores in the years ahead.

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