June 24, 2025
Swim Shady: The Must-Have Beach shade for Euro-Summer 2025
As summer approaches, the newest beachside brand, Swim Shady, is set to launch ‘The Swim Shady’ – the compact, lightweight and stylish beach shades.
To coincide with the launch of summer, the revolutionary new portable solo beach shade has taken social media by storm, amassing over 2.7 million views on TikTok over the past week, making waves as an essential item for travellers enjoying Europe’s sun-soaked shores.
Inspired by an all-too-relatable struggle with bulky and inconvenient beach umbrellas, Swim Shady’s founders, Jeremy Scott and Elizabeth Afrakoff, designed a shade that’s stylish, lightweight (under 2kg), and incredibly compact – perfect for packing in your swim bag or luggage. Providing not only 50+ UV protection, the shade is also made from sustainable RPET fabric, embodying both functionality and eco-consciousness.
Jeremy Scott, Co-Founder, Swim Shady, comments, “We knew there was a real gap for a smarter, more stylish beach shade – and the response has been incredible. Hitting more than two million views in just one week shows that Swim Shady has struck a chord with users worldwide. People want simplicity and style, and that’s exactly what we set out to create. It’s amazing to see our innovative Swim Shady resonating around the world – just in time for Euro summer.”
The Perfect Solution for Changing European Beach Laws
Several European countries are now enforcing laws requiring 50% of beaches to remain open for public use, meaning travellers are opting for their own portable shade to avoid hefty fees charged by beach clubs. Enter Swim Shady – the product that meets this need with its effortless solo setup and open-air feel, making it ideal for exploring Europe’s stunning coastlines.
Why Swim Shady Is The Ultimate Travel Companion
For Australians chasing warmer weather in Europe or navigating the logistics of international travel, Swim Shady promises to simplify the beach experience. The compact and lightweight design means travellers can skip the hassle of renting cumbersome umbrellas, freeing them to focus on relaxation and exploration.
Viral Success and Founder Story
Swim Shady’s TikTok reel showcasing the shade in action has captivated audiences globally, while a heartfelt One-Minute Founders Reel on social media provides insight into the story behind the brand. The viral TikTok is HERE and the one minute FOUNDERS REEL.
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