U&I Label

U&I is sustainable swimwear designed and responsibly made in Australia, our collections are timeless and functional. We support & empower women in their pursuit of the perfect wave. We design for Ocean Dwellers, not Sunbakers. Our mission is to create women's surf culture, promote slow fashion, and protect our planet. Much more than your average swimwear label, we are passionate environmentalists and we are uniting water women across the globe to help protect our coastal playgrounds. In search of warmer waters during the winter of 2020, U&I Founder/Swedish Designer and Photographer Emma Bäcklund went on a road trip north to Noosa and met the surfing creatives behind Ebb & Flow Studio who just so happened to also run the Noosa Surf Film Festival. When you meet your people, you just know you know!?... and so the next chapter of U&I has begun with a partnership of passionate ladies on a mission to create communities & positive change! From Bells to Noosa.