North the Label was founded in Western Australia in 2023 with a simple intention: to create quality swimwear thoughtfully, consciously and with longevity in mind.

Growing up on the west coast, founder Grace developed a natural love for the ocean and swimwear. Her own collection was a mix of second hand bikinis bought from friends, well worn favourites and the occasional luxury piece she had saved weeks of pay to buy.

As she moved into adulthood, Grace began to question the idea that there was one right way to build a life. She wanted the freedom to pursue the things she cared about, to be creative, to take risks and to build something of her own.

Growing up with two parents who ran their own businesses had a lasting influence. They taught her the value of working hard, backing yourself and being willing to do things that feel uncomfortable when they matter to you.

North began at Grace’s kitchen table with a pencil, paper and an idea for a bikini.

Today, each collection is still designed in house in Western Australia and produced in small, considered quantities with our manufacturing partners in Indonesia. We choose quality over excess and thoughtful design over passing trends, creating swimwear intended to be worn and loved for seasons to come.

While North began with swimwear, the idea behind it has always been broader.

We believe in creating a life that feels true to you, rather than simply following the path expected. In pursuing the ideas, passions and ambitions that matter to you. In knowing when something no longer feels right and having the confidence to change direction.

North is still a small, independent label, and we are incredibly grateful for every person who chooses to wear it and be part of what we are building.

Gracie x

North the Label