NEW LAUNCH: British brand debuts supportive ‘swimbras’ and swimsuits

Deakin and Blue, a new swimwear brand based in London, has launched its debut collection, designed to offer support and style during exercise.

The new collection is made up of supportive ‘swimbras’ and swimsuits in cup sizes AA-HH.

Deakin and Blue was established by Cambridge graduate Rosie Cook in response to her fruitless search for stylish and practical swimwear, designed for swimming.

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“Here came the challenge: finding swimwear designed for a real woman’s body that was also practical for more than just lounging by the pool,” she said.

“I didn’t feel comfortable turning up for a lesson in anything too sexy, skimpy, busty or revealing. However, the alternative seemed to be a choice between various boring, androgynous and flimsy swimsuits that didn’t appear to be designed with a real woman’s body in mind.”

Designed with support and comfort in mind, Deakin and Blue swimsuits and swimbras feature a racer back, rubber-based binding, UV-resistant fabric, underbust elastic, a low-cut underarm for chafe-free mobility and semi-opaque power-mesh inserts.

Customers can choose swimwear based on dress sizes and ‘Muse Measurements’, selecting either Hepburn (AA-B cup), Monroe (C-E cup) or Hendricks (F-HH cup).

In April, Lingerie Insight reported that Deakin and Blue had joined forces with breast cancer awareness charity CoppaFeel! to support its #BraHijack campaign.

Deakin and Blue is the first swimwear label to pledge its support for the initiative, which was launched in 2013 to encourage lingerie manufacturers to add breast-checking reminders to their bras.

All swimwear produced by Deakin and Blue will carry labels to encourage customers to routinely check their breasts.



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