Sophie Wardrop
Former competitive swimmer Sophie Wardrop has put more than her fair share of hours into swim training and water-based activities over the years. Growing up, the Kohimarama beach local spent pretty much every spare moment in the water, and she still beach-hops around Aotearoa’s hot spots most weekends.
It was her combined love of swimming, water sports, and spending time at the beach that sparked her synapses around constantly having to choose between training togs and a bikini. After pondering why there wasn’t a swimsuit that could do both, she set out to create it, dedicating her spare time around a full-time job in digital product management to create swimwear that would support her desire to dive in head first and look effortless transitioning from water to sand and beyond.
SWMR began as a passion project for Sophie, and with a background in marketing and software development, a degree in sports and exercise science, and more than three decades of water sports for fitness, she has all the right attributes for a thoughtfully designed collection of multi-functional swimwear.
Knowing what works when it comes to moving under the ways, as well as a natural flair for design and developing concepts has seen the successful launch of SWMR – Sophie’s new swimwear brand.
The recently launched capsule collection delivers on her original desire for smart-fitting and fun swimwear that can be used to relax in or train in, featuring a mix of one-pieces and sets in classic black and a custom Pool Tile print. It also offers a choice between long sleeves or flirty strappy styles, as well as ultra-flattering waist-defining silhouettes with smart bust support and leg-lengthening high-cut bottoms.
SWMR uses Repreve® recycled nylon fabric, not only because it upcycles pre-consumer waste but also for its buttery-soft feel.
“In starting SWMR, I knew that I wanted to leave the beach cleaner than when I found it. It was important to me to create swimwear that was considerate of the woman wearing it and the beach where it would be enjoyed,” says Sophie.
“I started SWMR for women who want to do more than just sunbathe but haven’t been able to find a swimsuit that would let them do both. Whether you want to have a Baywatch moment emerging gleeful and free-spirited from the waves or a quick lunchtime dip, now there is the option to do it all.
“No matter the wearer’s commitment to the swim, I made SWMR to move with them.”
FashioNZ finds out more.
What was the spark that actually motivated you to pursue this as a business?
I swam competitively in high school, but after that, I took a long hiatus from any sort of swimming. In the last five years, I’ve really enjoyed getting back into it by incorporating a sea swim into my exercise regime. I’m a terrible surfer, but I bought a surfboard a few years ago, and I’d take it to the beach to play around in the white water. What I found was that, from an aesthetic perspective, the gear I was wearing, when swimming and surfing, wasn’t what I’d like to wear to the beach.
I was convinced that there was a gap in the market for swimwear that was fun, well-fitted, and functional. I’d been sitting with the idea of creating my own swimwear for a while and the extra time I had over the first COVID -19 lockdown was the catalyst for putting those ideas into action.
What was the most challenging aspect of that first original piece and getting it to fruition?
My background is in marketing and software development, and I have a degree in sports science, but I work in digital product development as a day job. The biggest challenge was finding a designer who understood my vision, as well as the necessary functional elements I required for SWMR, and could help me navigate through the production process.
I found an amazing designer who specialises in swimwear and lingerie. Her understanding of construction, combined with my ideas and knowledge of how it should feel and move in the water has been a really productive partnership.
What was the most rewarding aspect of the process?
Seeing the samples ultimately become saleable products was really rewarding, and those first fittings, with each round of samples, were definitely some of the best days at work. Now that SWMR is in the market, the most rewarding aspect is getting positive feedback from my customers and feeling a community start to form around the brand.
What are you most proud of in terms of where SWMR is now?
Each week, especially now that we’re heading into summer, is starting to feel like more things are coming together. Getting ranged at Smith and Caughey’s was a huge milestone for SWMR. On a micro level, I love communicating with my customers and seeing people starting to share content of themselves in their SWMR pieces is a thrill.
A little info about the evolution of your brand from the original idea to now
The brand is still sitting close to the original idea – swimwear that brings style, form, and function to those who like to keep fit, mess around, and live their lives in the water. I think what I’m excited about is to see where it goes from here. I’ve got lofty ideas about what comes next.
Some background info about your active lifestyle and passion for swimming
I live at Kohimarama beach in Auckland so I’m incredibly fortunate that the sea is at the end of my street. In the summer, I can start the day with a coffee and a swim, and finish it with a swim. Swimming competitively as a kid has somewhat put me off long training sessions, but I absolutely love coming home after weight training or a gym class and slowly swimming a kilometre out to the buoy as a cool down.
There’s a really great ocean swim series that’s run around New Zealand in summer so I’ll often pick a couple of those to do (generally the shorter distance these days), and it’s also a great excuse for a weekend away.
What are some of the challenges of sourcing and using recycled fabric?
I’m particular about fabric performance, so it was really important that I found something durable and comfortable. At SWMR, we use Repreve® recycled nylon, which is a global supplier that upcycles pre-consumer waste from the manufacturing process. The end result is a really luxurious and buttery soft fabric.
A couple of things you wish every woman knew/loved about swimwear
Firstly, it’s fun to get out of your comfort zone. Be bold and try something new. Secondly, hand wash your swimwear and hang it out to dry to keep it in the best condition.
Images supplied