The History and Heritage of British Swimwear Brands

Swimwear fashion, like many other clothing types, has significantly evolved over the centuries. In the early 1800s, British women donned full-length bathing gowns, designed more for modesty than swimming. Men actually swam naked until around 1860, when swimwear laws led to the adoption of full-body suits.

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As societal norms began to change, so too did the style and design of swimwear. The turning point was in the early 20th century when shorter, tighter-fitting styles became mainstream, marking the beginning of the modern swimwear industry.

Iconic Brands That Shaped Swimwear

In the wake of swimwear laws, several pioneering British brands emerged. Speedo, founded in 1914 by Scottish immigrant Alexander MacRae, initially focused on underwear before transitioning into swimwear and quickly becoming synonymous with professional swimming attire worldwide.

Another well-regarded brand, Sunspel, was established in 1860. They originally produced high-quality underwear and loungewear. Their pivot to swimwear came much later in the 1940s, but their impact on the market was immediate. They introduced a range of refined, minimalistic men’s swim trunks designer styles that embodied British sophistication while maintaining modesty for men and for women.

Swimwear for All

The mid-20th century saw a radical shift towards body positivity and inclusivity, with brands like Kiniki and Bravissimo leading the charge. Kiniki, established in 1976, championed inclusive sizing and embraced prints, colour, and bold design - a stark contrast to more traditional brands.

Bravissimo, founded in 1995, broke away from standard swimwear sizing, offering designs specifically tailored for fuller-busted women. This commitment to diversity has not only contributed to the popularity of these brands but also inspired a broader cultural shift within the swimwear industry.

Sustainable Swimwear for the 21st Century

The 21st century brought a renewed focus on sustainability, reflected in the rise of eco-conscious swimwear brands. Batoko and Davy J, both founded in the late 2010s, made waves with their innovative use of recycled materials in swimwear.

Batoko’s clothes are made entirely from discarded plastic, and Davy J’s durable designs are intended to combat the issue of ‘throwaway’ fashion. This signals a promising shift towards a more sustainable future for the industry.

The New Wave of Style

Today, the British swimwear market is a blend of tradition and innovation. Brands like Deakin and Blue and Stay Wild Swim continue to redefine what it means to be a modern swimwear brand, merging high-performance design with inclusivity and environmental responsibility.

The heritage of British swimwear is steeped in evolution, inclusivity, and sustainability, and it is these values that will continue to shape the future of the industry. Whether we’re diving into the pool or lounging by the beach, we can do so with the knowledge that the swimwear we’re wearing carries a proud and progressive legacy.

When exploring the history of swimwear, you discover more than just the evolution of styles and cuts; you learn about how British society changed over the 19th and 20th Centuries. The evolution of style, inclusivity drives, and sustainability efforts have shaped and will continue to shape the industry in the future.

Next time you are looking for a bikini, swimming costume, or swim shorts, think about how the changes in our societies as well as in our fashion tastes have helped to shape the style you see in shops today.

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How to Rock Swimwear this Summer

Whatever your shape or size there's guaranteed to a swimsuit or bikini to suit you. It's funny how, the minute the sun comes out, we all dread getting into our swimwear that summer - we hit the gym, jump on the wii fit, go out for more runs and try to eat healthier, just to look that little bit better on the beach and by the pool. There are certain tricks you can use however that will help transform your body, highlight your best bits and hide the ones you aren't so keen on, without upping the fitness routine. So how do you do that with swimwear? Read on and take a look:

Boyish and Slim Figures

If you want to create curves, go for a padded bikini top. You can also add the illusion of being slightly wider than you are by wearing horizontal stripes. You'll also find that you can wear pretty much any type of swimwear thanks to your fantastic figure, be it a string bikini or a cut out swimming costume. You may find it hard to believe but a cut out swimming costume can actually create curves thanks to the way in which it's cut, so don't shy away from them.

Big Bust

If you have a large bust, you need a costume that offers plenty of support. Whether that's in an underwired bikini, or a costume or tankini with built in support, is up to you, but you need to have your assets under control so to speak. Halternecks are great for this, but you can get away with wearing any style of neck if the support is right. If you want to create the illusion of smaller breasts, wear a lighter colour on your bottom half and a darker colour on top.

Large Stomachs

Many women are conscious of their tummies, particularly after having children, but the key is to disguise it. Buy a swimsuit with added support in the stomach area to help cinch you in where you need it, and consider one with ruching around the tummy or prints, both of which will help to disguise what's going on under your swimming cossie. George at ASDA's swimwear offers some great choices to help ladies who'd prefer to keep their tummy underwraps, including the Bodysculpt Mixed Animal Print Swimsuit and the Spot Ruche Swimsuit. Both of which are just what ladies with insecurities about their tummies need to feel confident on the beach this summer.

Pear Shaped

If you're bigger on the hips than you are on your bust, try a costume that is darker on the bottom than on the top. This will give the perception that you are in fact smaller on your bottom half than you are. You might also find that a chevron style print will work equally as well when worn all over the costume.

If all else fails of course there are some amazing cover ups that are just perfect for the beach and around the pool available to buy from George at ASDA and on the high street, so, no matter what, you'll end up feeling confident in your swimwear this year.


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