No norm is the norm here at South Swim. Our community celebrates all people representing the beautiful diversity of our society. We focus on the unique aspects and remarkable abilities of our multifaceted bodies.

We have extreme gratitude for the functions our bodies perform, not what they look like while doing it. Help us break societal ideals. Joining us in our admiration for physical diversity will create a profound change in the type of media, information and input we receive.

Together, we aspire to create a healthier, positive experience when adding to your swim wardrobe.

Your body is a gift. Wrap it accordingly.

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#freeyourbody | @southswim

"Absolutely unparalleled products and service. I'm confident that this store will be the next big thing in its industry, and that its products will be timeless."

— Steve Jordans

"Incredible fit! Beautifully made."

— Ashley Connor