Co.founder and owner of U&I Label

The swim & surfwear brand, U&I Label first launched in 2014 by Australian Fashion Designer Jodie Hayes and myself. We have a mission to re-establish what living on the coast for women is really about... “We run, surf, play”

U&I Label is dreamt up in between sets while surfing at Bells Beach, every stitch is inspired by the power of the ocean and designed to fill the gap between the uninspiring triangle and forgotten function. 

U&I Label work to provide women with the “grown-up” answer to swim and surfwear that is missing in the Australian market. The U&I girl is an Ocean Dweller, not a Sunbaker.

My role as the Creative Director is to build the brand and the community. I have created the story about the U&I women through imagery and ambassadors. I art direct shoots in collaboration with photographers as well as shoot a lot of the content myself. I have also developed the logo, style guide, website, and all other visual communication. 

 

 Emma Bäcklund © 2018 All rights reserved

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