Project Description

Established in 2016, U&I Label was dreamt up in-between sets while surfing at Bells Beach by Swedish designer & photographer Emma Bäcklund. Connected through a mutual love for the ocean and passion for designing with purpose, in 2020 fellow water woman Jen Sharpe joined U&I after feeling a calling to the brand, having walked a parallel path of barefoot adventure on common coastlines.

With each stitch inspired by the power of the ocean, there mission is to create women’s surf culture, promote slow fashion, and protect our planet. By helping reduce the environmental impact of wardrobes, our goal is to unite water women across the globe to protect our coastal playgrounds and start conversations both in and out of the water to create positive change.