Good Style: U&I in a Surf State of Mind


A unique collaboration between Australian fashion designer Jodie Hayes and Swedish designer and photographer Emma Backlund, has created the first independent women’s surf label from Bells Beach- U&I.

The chase for waves led both Jodie & Emma to Torquay in 2012, where they bonded over their love of good surf and great style. Together, they decided to create a surf wear line for women that ’empowers instead of objectifies.’

The concepts and styles are dreamt up between surfs, laughs and beers and Jodie and Emma say that “every stitch is inspired by the power of the ocean and designed to complement the grace of female board riders.”

In addition to their Summer 15/16 range (which is a very clever interchangeable mix of tops, bottoms and one-pieces) the recently launched Storm Collection is a more ‘luxurious’ extension of the summer staples- complete with on trend prints.

All garments are designed and hand dyed in Torquay and are proudly made in Australia.

Shop your surf style at U&I!