Our Story

In 2016, we set out to revolutionise women's swimwear, launching a new generation of products built with intention and purpose.

Our mission is to make women feel confident, comfortable and beautiful in their own skin.

We believe that fashion does not have to be fast or seasonal. Instead we create luxury timeless pieces that can be worn for many seasons to come. 

 

Founder's story: 

"Before I created Demadly, I was traveling around the world in ill-fitting swimwear that made me feel uncomfortable and not really like my best self (half-naked on the beach). I was sincerely a frustrated, confused brand-hopper searching for a solution. Nothing ever really felt right and if it did, it wasn’t for long. My career at the time was in management consulting, so I spend evenings and nights researching and teaching myself about materials, what actually makes swimwear lasts. I identified a patented textile fiber that lasts up to ten times as long as traditional fabrics.

I ditched all the things I hated about swimwear -uncomfortable seams digging into the skin, materials that quickly lost their shape and unflattering styles. After two years of development, I came up with a new way of constructing swimwear that would make them work with –not against –the female body. After a really long search (like a year) I found my excellent production partner in a small family factory outside Milan in Italy, with decades of experience making swimwear for the some of the most prestigious Italian Luxury Houses.

The relationships started out with a distressed exclamation from Antionella, the head seamstress – “Mama mia, it’s so difficult to make Demadly –you don’t do like everyone else”. Well, that was the whole point (I thought to myself)! 

The result is a new category of timeless and sophisticated swimwear, made to last in an ethical, sustainable and revolutionary way. Created of non-toxic materials that are safe both for the environment and to wear next to your skin. I hope you love wearing Demadly as much as we love making it.

With love, Madeleine