Pride is a family owned and operated business, designing and manufacturing premium swimwear entirely on our own premises in Newcastle East. From our use of stretch-woven fabrics, milled exclusively for us in France, to a sensibility rooted in architecture (founder Dr. Steven Fleming was an internationally acclaimed architectural theorist and author before studying fashion), Pride defies comparison with other swim brands, pursuing quality, function and an art-based approach. 

Let us make you a swimsuit worthy of the nation where Modern swim culture was born.

Body sculpting swimwear has a new technical fabric. Developed to keep elite swimmers' muscles from vibrating, it is woven, not knitted.

It will also change your expectations of swimwear.

It dries faster, feels lighter and resists abrasion, thanks to composite fibers, that have elastane encased within nylon.

Patterns aren't printed on. They are woven in, along with all manner of textures.

All the quality features of Pride's "Swim" range carry over. The difference with our "Luxe" range, is the revolutionary fabric.

Slow fashion just became smart.

Smart seamless front panels. Self lining. Bust darts. Adjustable straps. 0.63mm thick rubber. ECONYL knit Lycra. Pride's own rack plated hardware.

We don't care that it takes longer: we fully secure the lining through the neck and front leg seams, so you will never need to check they look perfect.

Our Swim range consists of colours researched to have fashion-lives of more than ten years, matched to styles we know you won't tire of.