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The inclusive swimwear brand dubbed a ‘summer must have’ by Aussie women

The Aussie label is revolutionising the humble swim short, and is loved by fitness influencers like Bernadette Sukkar.

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When Clare Barrins moved from Melbourne to Silicon Valley to become Apple’s Chief of Staff, she found herself frustrated by the lack of swimwear that worked for a busy, active life.

Like many women, she wanted something versatile, high-quality and stylish that could seamlessly transition from the beach to errands to time with her kids, without making her feel “old” and “unsexy”.

Instead of settling for what was available on the market, Ms Barrins took matters into her own hands.

In 2023, she launched Sheila The Label, an inclusive swimwear brand designed to offer chic swimwear for women on the go.

“Sheila is about simplifying what you’re wearing when you’re having an active day,” Ms Barrins tells news.com.au. “It minimises the need to carry so much stuff and having to change clothes on the go. You can wear one outfit for the whole day.”

“Take our bestseller, the Mina One Piece, as an example — you can wear this while you’re getting ready at home, do some stretching or yoga, jump in the car, go for a swim, pick up some food from the bakery or supermarket, chase the kids around the park, stop for ice cream, then head back home — all without changing.”

The best-selling Mina One Piece. Picture: Supplied
The best-selling Mina One Piece. Picture: Supplied
The pieces are designed to take you from land to sea. Picture: Supplied
The pieces are designed to take you from land to sea. Picture: Supplied

As well as offering convenience, Ms Barrins says her brand is all about helping women feel confident in their own skin.

“I wanted to create a product that would enable women to live in the moment and to be part of the action,” she says.

“The women who say no to the girls’ trip, or the mums who don’t play at the beach with their kids — all because they can’t find swimwear that makes them feel good.”

The current product offering includes Mini and Mid-length Swim Shorts, $200, a Triangle Bikini Top and a Scoop Bikini Top, both $160, a Cropped Rash Vest, $240, and a One Piece, $350.

The range is currently 25% off online now, making the Mina One Piece $275.

The colourful collection is meant to empower women to take part in the action. Picture: Supplied
The colourful collection is meant to empower women to take part in the action. Picture: Supplied

The hybrid swimwear-activewear has been thoughtfully designed from a luxurious, long-lasting material made from GRS-certified recycled nylon.

This sustainable fabric – sourced from discarded fishing nets, carpets, and other plastics – is soft, durable, and boasts a UPF 50+ rating for sun safety.

The pieces are also fully lined, which means you can transition from water to land easily, unlike other single-layer activewear that isn’t designed for swimming.

Sheila also differentiates itself from other swimwear brands as it focuses on swim shorts and higher-coverage swimwear options and comes in sizes ranging from six to 24.

In an innovative and welcome touch, shoppers can try on three different sizes at home before deciding and paying for the one that fits them best.

“Whether you’re self-conscious, or sun-conscious, or are seeking modest swimwear solutions for other reasons, there’s a product for you,” Ms Barrins says.

The Mina One Piece comes in violet, orange, black and hot pink. Picture: Supplied
The Mina One Piece comes in violet, orange, black and hot pink. Picture: Supplied
The pieces are made with UPF 50+ rated fabric and are fully lined. Picture: Supplied
The pieces are made with UPF 50+ rated fabric and are fully lined. Picture: Supplied

The feedback Ms Barrins has received since launching Sheila has “touched her heart”, especially the reviews that mention how transformative the products have been for women.

“One woman wrote to me recently saying she had avoided going on beach holidays with her kids her whole life because of how self-conscious she felt in swimwear. But she stumbled across Sheila and took her teenage kids on a European summer holiday and swam with them for the first time. That story will stay with me forever,” Ms Barrins says.

“This was exactly why I created Sheila.”

Other customers have shared similar experiences. One acquaintance messaged Ms Barrins after receiving her order, saying, “These are the best things I’ve ever tried on. Buttery soft and comfy. I can see how these can go all day from gym to beach to everywhere. Perfect for St Kilda life.”

Fitness entrepreneur Bernadette Sukkar of Body by Berner is seen wearing the Golden Hour Scoop Bikini Top and matching Mid Swim Shorts. Picture: Instagram
Fitness entrepreneur Bernadette Sukkar of Body by Berner is seen wearing the Golden Hour Scoop Bikini Top and matching Mid Swim Shorts. Picture: Instagram

And the positive reviews have kept coming. A happy customer, Sam wrote, “I have been dreaming of swimmers in a similar style as some of my activewear for ages and all of a sudden these popped up! I love the colour, the super smooth but firm material and the fit. Love that I can throw a shirt over the set and walk around and feel comfortable. Also, it is the first time in forever that I haven’t felt self conscious in swimwear.”

Bron shared, “These are simply the best pair of swimmers I’ve owned in my 58 years. They provide optimal coverage and support while still looking great.”

Joanne, a repeat customer, added, “It’s my second Mina One Piece, and I feel so confident when I wear it. It fits beautifully at the waist and isn’t tight on the legs. Thank you for creating this fab swimsuit.”

More colours and styles are set to drop next year. Picture: Supplied
More colours and styles are set to drop next year. Picture: Supplied

Since launching Sheila last year, the brand has experienced rapid growth.

“This is our second Australian summer, and sales have increased by 250% year-on-year,” Ms Barrins says.

The Mina One Piece is a clear favourite, with sizes like 2XL selling out completely, and the Black Sand colourway proving the most popular option.

Looking ahead to 2025, the brand is preparing to release four new styles and four new colours.

“We’re excited to see how customers respond to these,” Ms Barrins says.

Read related topics:Melbourne

Original URL: https://www.news.com.au/lifestyle/fashion/fashion-trends/the-inclusive-swimwear-brand-dubbed-a-summer-must-have-by-aussie-women/news-story/da8e5e8391b97c37a5da800f587fbcad