{"id":38790,"date":"2021-05-06T01:30:20","date_gmt":"2021-05-05T14:30:20","guid":{"rendered":"https:\/\/timesnewsgroup.com.au\/geelongtimes\/?p=38790"},"modified":"2021-05-19T13:23:22","modified_gmt":"2021-05-19T02:23:22","slug":"strong-women-inspire-sustainable-surf-brand","status":"publish","type":"post","link":"https:\/\/timesnewsgroup.com.au\/geelongtimes\/living\/strong-women-inspire-sustainable-surf-brand\/","title":{"rendered":"Strong women inspire sustainable surf brand"},"content":{"rendered":"<p>Celebrating an active lifestyle alongside a mission to create an empowering women\u2019s surf culture is at the heart of Torquay fashion label U&amp;I.<\/p>\n<p>The sustainable swimwear brand launched onto the market seven years ago and has won over a legion of fans thanks to its thoughtful designs which combine functionality and wearability.<\/p>\n<p>Now, U&amp;I Label is entering an exciting new chapter, with its owners Emma B\u00e4cklund and Jen Sharpe working on an apparel range, Bed to Beach, that is due to launch in spring.<\/p>\n<p>Emma, a graphic designer and photographer from Sweden, is an original founder of the business and Noosa-based Jen came on board last year.<\/p>\n<p>\u201cOur mission is quite strong, we really want to create women\u2019s surf culture,\u201d Emma enthuses.\u201dThere is surf culture out there but really, being big business, it has been run by men and women have been a bit of an afterthought.<\/p>\n<p>\u201cWomen have ocean-based activities we enjoy in common but it can also be about supporting each other in business, getting together watching movies or enjoying art and music \u2013 we want to encourage getting the girls to meet-up.\u201d<\/p>\n<figure id=\"attachment_51804\" aria-describedby=\"caption-attachment-51804\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-51804\" src=\"https:\/\/timesnewsgroup.com.au\/surfcoasttimes\/wp-content\/uploads\/sites\/2\/2021\/05\/ZoeStrapp_09832-1.jpg\" alt=\"\" width=\"300\" height=\"363\" \/><figcaption id=\"caption-attachment-51804\" class=\"wp-caption-text\">U&amp;I Label original founder and co-owner<br \/>Emma B\u00e4cklund is passionate about sustainable design and building a positive women&#8217;s surf culture. Photo: ZOE STRAPP<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>Emma originally established U&amp;I with fashion designer friend Jodie Hayes and the label was aptly dreamed up in-between sets while surfing at Bells Beach.<\/p>\n<p>Their vision was for a timeless swimwear collection to suit female surfers, free divers and swimmers \u2013 everyday women with a strong connection to the sea.<\/p>\n<p>\u201cWe didn\u2019t design it for girls, there are lots of local brands who already do that really well, we wanted to keep it for women,\u201d Emma says.<\/p>\n<p>\u201cWe felt there were some things missing in that space so we were really designing for ourselves and our friends and it seems to have worked.\u201d<\/p>\n<figure id=\"attachment_51812\" aria-describedby=\"caption-attachment-51812\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-51812\" src=\"https:\/\/timesnewsgroup.com.au\/surfcoasttimes\/wp-content\/uploads\/sites\/2\/2021\/05\/uandilabel-23-b_18645-1.jpg\" alt=\"\" width=\"300\" height=\"200\" \/><figcaption id=\"caption-attachment-51812\" class=\"wp-caption-text\">An U&amp;I apparel range is set to launch in spring.<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>You won\u2019t find teeny weeny triangle bikinis in this range but you will discover a colour palette heavily influenced by the unique Surf Coast landscape.<\/p>\n<p>\u201cThe inspiration really came from living in a more rugged and cold way, rather than the tropical inspiration that is more common for swimwear,\u201d she says.<\/p>\n<p>\u201cI really love this coastline and how the colours are darker \u2026 we wanted the coastline here to mix with the Melbourne fashion vibe which is more grown up.\u201d<\/p>\n<p>Bronze tones, merlot hues and classic blacks dominate the 2021 collection.<\/p>\n<figure id=\"attachment_51797\" aria-describedby=\"caption-attachment-51797\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-51797\" src=\"https:\/\/timesnewsgroup.com.au\/surfcoasttimes\/wp-content\/uploads\/sites\/2\/2021\/05\/uandilabel2_76757.jpg\" alt=\"\" width=\"300\" height=\"201\" \/><figcaption id=\"caption-attachment-51797\" class=\"wp-caption-text\">Each piece in the U&amp;I Label collection is designed with functionality and comfort in mind.<br \/>Photo: EMMA B\u00c4CKLUND<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>U&amp;I is also committed to using 100 per cent regenerated nylon fibre made from consumer waste such as fishing nets and other end-of-life nylon materials.<\/p>\n<p>Quality materials imported from Italy and the US are used, with all garments designed in Torquay and made in the Victorian High Country with a 50+ SPF rating and vegan-friendly straps.<\/p>\n<p>In true U&amp;I style, the upcoming apparel line will have a sustainable focus, with the clothing to be made from deadstock fabric \u2013 offcuts which would otherwise end up in landfill or be burned. The range will be made to order to avoid stock going unsold.<\/p>\n<p>\u201cIt will be quite a different business model, we will be using fabric that has already been produced by bigger labels and they don\u2019t end up using all the fabric and there is tonnes of it,\u201d Emma says.<\/p>\n<p>\u201cWe were looking at using organic cotton but we thought \u2018this is already produced\u2019.\u201d<\/p>\n<p>The apparel collection will launch at events in key surf locations in Victoria and New South Wales.<\/p>\n<p>\u201cIt will be really interesting to see if that works and if our customers are prepared to put their order in and wait for it to be produced,\u201d she says.<\/p>\n<p>\u201cI hope so because I think it is the right way and that\u2019s what Jen and I have said, if we can\u2019t do it the right way for the environment, then we\u2019d rather not be in business. It\u2019s the proper way or not at all.\u201d<\/p>\n<figure id=\"attachment_51808\" aria-describedby=\"caption-attachment-51808\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-51808\" src=\"https:\/\/timesnewsgroup.com.au\/surfcoasttimes\/wp-content\/uploads\/sites\/2\/2021\/05\/uandilabel-32_66736-1.jpg\" alt=\"\" width=\"300\" height=\"215\" \/><figcaption id=\"caption-attachment-51808\" class=\"wp-caption-text\">The brand ambassadors everyday women who are ocean lovers. Photo: EMMA B\u00c4CKLUND<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>Emma is an avid photographer and takes many of the stunning snaps you will see on U&amp;I\u2019s social media feed.<\/p>\n<p>\u201cThat is probably one of the most fun parts of the \u2018job\u2019,\u201d she says, smiling.<\/p>\n<p>\u201cThe best part is capturing the local girls \u2013 I don\u2019t know how but I seem to manage to trick them into putting swimmers on when it\u2019s ridiculously cold.<\/p>\n<p>\u201cSasha and Ange are among the girls who appear regularly on our social media and they just don\u2019t get cold. Everyone else is in wetsuits and they get out there in our swimwear and do what they do so well.\u201d<\/p>\n<figure id=\"attachment_51814\" aria-describedby=\"caption-attachment-51814\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-51814\" src=\"https:\/\/timesnewsgroup.com.au\/surfcoasttimes\/wp-content\/uploads\/sites\/2\/2021\/05\/uandilabel-@masonsc_50947-1.jpg\" alt=\"\" width=\"300\" height=\"200\" \/><figcaption id=\"caption-attachment-51814\" class=\"wp-caption-text\">The latest collection features merlot, bronze and black hues. Photo: MASON SCHREMMER<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>Emma herself took up surfing at the age of 19 and hasn\u2019t looked back.<\/p>\n<p>\u201cI just happened to try surfing when I was living in Norway and working in a fish factory with a bunch of other Swedes to make money to go travelling,\u201d she says.<\/p>\n<p>\u201cThere is no surf really in Sweden and definitely not where I am from in the north but in Norway it\u2019s really good. I moved to Australia 10 years ago and really got into it.\u201d<\/p>\n<figure id=\"attachment_51787\" aria-describedby=\"caption-attachment-51787\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-51787\" src=\"https:\/\/timesnewsgroup.com.au\/surfcoasttimes\/wp-content\/uploads\/sites\/2\/2021\/05\/uandilabel_92426.jpg\" alt=\"\" width=\"300\" height=\"440\" \/><figcaption id=\"caption-attachment-51787\" class=\"wp-caption-text\">The swimwear is made for comfort and functionality. Photo: EMMA B\u00c4CKLUND<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>The mum to 18-month-old Felix says there are many things to love about surfing.<\/p>\n<p>\u201cIt cleanses your mind \u2013 it\u2019s the closest thing to meditation while still being active,\u201d she says.<\/p>\n<p>\u201cYou are in nature dealing with the elements and it\u2019s so bloody difficult.It takes a long time to get a hold of it \u2013 it\u2019s like a hate-love sport for a lot of years before you finally kind of manage it. It\u2019s also pretty social when you want it to be.\u201d<\/p>\n<figure id=\"attachment_51801\" aria-describedby=\"caption-attachment-51801\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-51801\" src=\"https:\/\/timesnewsgroup.com.au\/surfcoasttimes\/wp-content\/uploads\/sites\/2\/2021\/05\/CaitMiers_15330.png\" alt=\"\" width=\"300\" height=\"452\" \/><figcaption id=\"caption-attachment-51801\" class=\"wp-caption-text\">U&amp;I Label brand ambassador Cait Meirs. Photo: EMMA B\u00c4CKLUND<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>It was while studying with a friend in a university library in Norway that Emma first heard about Torquay.<\/p>\n<p>\u201cMy friend said \u2018oh listen to this, Torquay is where the surf industry was formed and there are world-class waves\u2019 and I was like \u2018I\u2019m going to live there\u2019,\u201d she says.<\/p>\n<p>It hasn\u2019t disappointed and, alongside some strong female brand ambassadors, the coastline continues to be a source of endless inspiration for the U&amp;I Label aesthetic, with one collection even bearing the names of local surf breaks.<\/p>\n<p>\u201cIt\u2019s been a really good journey and I love working with women and surfing,\u201d Emma says.<\/p>\n<p>\u201cI need to be an entrepreneur; I love running with my own ideas and I would love to have a bigger team to work with us one day. That is the dream.\u201d<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Celebrating an active lifestyle alongside a mission to create an empowering women\u2019s surf culture is at the heart of Torquay fashion label U&amp;I. The sustainable swimwear brand launched onto the market seven years ago and has won over a legion of fans thanks to its thoughtful designs which combine functionality and wearability. Now, U&amp;I Label [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/timesnewsgroup.com.au\/geelongtimes\/living\/strong-women-inspire-sustainable-surf-brand\/\">Read More&#8230;<\/a><\/p>\n","protected":false},"author":165,"featured_media":38791,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[18],"tags":[],"post_folder":[],"class_list":["post-38790","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-living"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Strong women inspire sustainable surf brand - Geelong Times<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/timesnewsgroup.com.au\/geelongtimes\/living\/strong-women-inspire-sustainable-surf-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Strong women inspire sustainable surf brand - Geelong Times\" \/>\n<meta property=\"og:description\" content=\"Celebrating an active lifestyle alongside a mission to create an empowering women\u2019s surf culture is at the heart of Torquay fashion label U&amp;I. The sustainable swimwear brand launched onto the market seven years ago and has won over a legion of fans thanks to its thoughtful designs which combine functionality and wearability. 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The sustainable swimwear brand launched onto the market seven years ago and has won over a legion of fans thanks to its thoughtful designs which combine functionality and wearability. 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