For every trip worth taking.
GUD Swim is a premium sustainable swimwear brand designed in Sydney, Australia. Every piece is made from recycled Italian fabric and shipped worldwide.
Built on the things we wouldn't compromise on.
GUD Swim was created because we wanted swimwear that could do three things at once: look elevated, feel genuinely luxury, and be made sustainably from start to finish. Not one of those things. All three, without trade-offs.
That belief became three values we've never broken: Feel GUD. Look GUD. Do GUD. Every decision we make, from the fabric we source to the way we package your order, comes back to those three words.
We launched in Sydney in October 2023. Since then, our pieces have been featured in the press, on TV and by our favourite influencers and celebrities. We design our bikinis to last for a lifetime, not for a fad.
Our three value pillars
Feel GUD
The kind of fit that means you never adjust or second-guess. Every GUD Swim bikini is designed to be flattering, supportive, and comfortable, with removable padding in every top as standard.
Look GUD
The bikini you pack first and wear most. GUD Swim designs are timeless and elevated, sexy, confidence giving, and made to look as good in five years as they do today.
Do GUD
We think sustainability should be the standard, not the headline. GUD Swim bikinis are made from recycled Italian fabric with plastic-free packaging for every order.
Founded by Harriet & Jaz.
GUD Swim was co-founded by Harriet and Jaz, two best friends from England who came to Sydney as backpackers and never went home.
With completely different body shapes and the exact same taste, they wanted bikinis that were premium, sustainable, and flattering, all at once. When they couldn't find that combination, they created it themselves.
Every GUD Swim style is named after a woman in their lives who inspires them, real friends, real names. Because from the very beginning, GUD Swim has been about celebrating what women can do, not telling them what they should look like.
GUD Swim is an independent, female-founded brand based in Sydney, Australia.
Recycled Italian fabric
GUD Swim sources its fabric from Italy: recycled, premium to touch, and built to hold its shape trip after trip. The same mills that supply high-end European fashion houses.
Plastic-free at every step
GUD Swim uses no plastic in its packaging or shipping materials. Sustainability isn't a campaign for us. It's how we've operated since launch.
Lined in the same fabric, inside and out
Every GUD Swim piece is lined in the same Italian fabric as the outer, not a cheaper substitute. It's a detail most people can't see, but everyone can feel.
Removable padding in every top
Every GUD Swim bikini top includes removable padding as standard. It's your bikini... you decide how you want to wear it.
Every style named after a real woman
Mae, Sarah, Olivia, Sophie, Scarlet, Molly, every GUD Swim style is named after a close friend of the founders. It's a tradition that started with the very first collection and continues with every new release.
The story so far.
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Oct 2023Launch day. GUD Swim launched in Sydney with a small core collection. Most of those original styles are still best sellers today.
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Jan 2024First international press. Love Island star Chloe Burrows wore GUD Swim on her trip to Australia. Features followed in the Daily Mail, Heat, and OK Magazine.
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Jul 2024The Tropics collection. GUD Swim's first printed collection, Jungle and Rainforest, launched with a campaign shot in Bali. The Jungle print remains one of the brand's most popular to this day.
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Dec 2024Monochrome collection and first live event. GUD Swim hosted its first in-person event in Sydney to launch the Monochrome collection.
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2024–2025Worn on screen. GUD Swim pieces appeared on Made in Chelsea and Love Island, worn by Chloe Burrows, Ruby Adler, Samie Elishi and Millie Court and others.
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Dec 2025Bondi pop-up. GUD Swim opened its first pop-up shop in Bondi Beach, Sydney, bringing the brand to life in person for the summer.
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2026Love Island All Stars. Samie Elishi wore GUD Swim in the Love Island All Stars villa and went on to win the 2026 series.
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NextA lot. Stay close.
