Designer and founder of SELFISH swimwear, Naomie Caron, always thought there was a better way of doing fashion. Repulsed by the fast fashion industry, profiting from the exploitation of the environment and workforce, Naomie knew that she needed to be part of the solution. Torn between the overconsumption of the fashion industry and the vocation for social justice, she decided to keep that passion close to her heart by making things differently.
Sustainability is one of the primary concerns of the brand; “it needs to last a minimum of 5 years”. So firstly, by producing high-quality swimwear using nylon imported from Italy, lining every model, and guaranteeing the stitches for a year, the products will certainly pass the test of time. Further, Naomie offers a repair service which extends beyond the first-year warranty, so you can continue to wear your favourite bathing suit for many years to come.
Secondly, SELFISH swimwear has used recycled fibres fabric, since the introduction of the brand. Recycled fibres fabric reduces the impact on the environment, and it sources the composition of the nylon through existing products like rubber commercial carpets, fish nets and many more objects.
Thirdly, It is also essential for Naomie to keep the production process local, to ensure the quality and the rights of workers. Currently, still in its start-up phase, Naomie must undertake most of the tasks in the enterprise but still hires local seamstresses and subcontractors when needed. Graduated in 2011 from Montreal’s leading fashion school, Naomie designs and makes all patterns and sews all collections.
However, before the ethical shaping of the company and products, Naomie has one ultimate goal, "To change women’s perceptions of their self-image. Women have been ashamed of their bodies for way too long and searching for a bathing suit has been a painful experience for many of them". This is just one of the reasons why she creates swimwear that flatters women’s curves, of every age, by giving more fabric where it is needed. It is sexier to leave a little to the imagination! Beauty comes from your inner confidence and not the amount of skin you show. SELFISH swimwear is only here to dress that confidence with elegant and comfortable styles.