Designer and founder of SELFISH swimwear, Naomie Caron always thought there was a better way of doing fashion. Repulsed by the fast fashion industry that profit from the exploitation of the environment and workforce, Naomie felt 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.
First, by producing high quality swimwear that will pass the test of time; sustainability is one of the main concern of the brand; “it needs to last minimum 5 years”. Using high quality nylon imported from Italy, lining every modeI and guaranteeing the stitches for a year. In addition, she offers a repair service after that first year warrantee, so you can keep on wearing your favorite bathing suit for many years again.
Secondly, SELFISH swimwear has used recycled fibres fabric, since the beginning of the brand. Recycled fibres fabric reduces the impact on the environment, sourcing the composition of the nylon through existing products like rubber commercial carpets, fish nets and many more objects.
Thirdly, It is also important to her to keep the production process local in order to insure the quality and the rights of workers. Being still at its start-up phase, Naomie has to carry out 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, makes all patterns and sews all collections.
But before the ethical structuring of the company and product, Naomie has one ultimate goal; Change women’s perception of their self-image. Women has being shamed of their body for way to long. And looking for a bathing suit has been a painful experience for many of them. That’s why she creates bathing suits that flatters women’s curves of every age by giving more fabric where is needed, because it is sexier to leave a little to the imagination. And that 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.