Overview

SWIM XYZ is a retail concept founded in London with a progressive, global vision centred around trans-seasonality, transparency and sustainability. We curate directional contemporary fashion, lifestyle product and music. Style should not be defined or inhibited by a singular point in time. The lifespan of a design can be circular, both for the individual and the environment. So we encourage designers to work to their own rhythms and cycles, and present their collections in a cross section of past, present and future. While we prioritise greater flexibility for our designers, we believe customers deserve a more honest and considered shopping experience too. Our private order and made-to-order services create a more direct and intimate relationship between our customers and the brand and give them the freedom to purchase fashion in the most sustainable and efficient way.