Throughout his life, Pride's founder, Steven Fleming, has made a career change each decade.

In the 1990s he was an architect.

In the 2000s he was an academic.

In the 2010s he was a conference presenter, with two international books.

2020 saw him build a career around his love of fashion and water.

The cumulative effect of these careers, is a unique set of concerns, embedded in every piece offered.

Until recently, stretch fabric has required a knit structure. Now, it can be WOVEN. The need for greater compression from medical stockings drove the innovation. It starts with stretch fibres. Every last one is elastane, with a flexible shield of nylon around it.

Stretch-woven fabric dries faster, feels lighter, resists abrasion, and exerts much greater tension. As a wearer, you will feel it, in the extreme tummy and bust support offered.

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

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

100% in-house Australian production

Slow fashion just became smart.

Smart seamless front panels. Self-lining. Bust darts. Adjustable straps. 0.63mm thick rubber. Italian 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.

Colours are researched to have fashion-lives of more than ten years, and are matched to styles we know you won't tire of.

100% in-house Australian production.

If you’re tired of pseudo "anatomical" cuts, and have seen how glued/welded seams peel apart, Pride’s Fit range will come as a welcome relief.

No-nonsense straight lines, and workwear sewn seams, combine with the world’s most advanced technical fabric in more durable, breathable, compressive gym fashion.

100% in-house Australian production

Artisanal soap, handmade in small batches, by us. Enjoy your sun-and-sea lifestyle, while still taking pride in your skin.