LIMITED FIRST DROP
Our Story
Made to be worn
How it started
EFFIE started with a feeling I knew all too well.
For years, I never felt completely comfortable in swimwear. I would constantly adjust my bikini — pulling it tighter, moving straps, trying to make the bikini fit my body instead of simply feeling good in what I was wearing.
And I knew I couldn’t be the only one.
The foundation
Swimwear you put on and don’t have to think about again.
No constant adjusting. No unnecessary straps. No feeling like you need to change your body to make a bikini work. That became the foundation of EFFIE.
Clean, minimal designs with carefully considered fits and enough stretch to move with your body. Pieces designed to flatter different bodies while still feeling soft, secure and almost like a second skin.
The moment
Then I lost my dad.
Creating my own swimwear brand had been on my mind for years. I knew it was something I wanted to do, but I kept putting it off. Taking the risk felt scary. There was always a reason to wait for a better or safer moment.
Suddenly, the idea of waiting for the “right time” didn’t make much sense anymore. Losing someone so close to me made me realise in the hardest possible way that nothing in life is guaranteed. Not next year. Not tomorrow. Not even another day. As cliché as it sounds, when that reality comes that close, you start looking at life differently.
The name
His name was Afshin, but his nickname was Effie.
I wanted to build something I genuinely cared about. But more than that, I wanted whatever I created to carry a part of him with me.
Naming the brand after him became my way of honouring him and allowing something of him to continue through everything I create. His character, his values and everything he taught me live on in the identity of this brand.
Bold.Clean.Strong.
No unnecessary noise — that is him. And now, that is EFFIE.
A brand created to make women feel confident in what they wear, built around quality and designed without following every rule of what swimwear is supposed to look like.
Because if losing him taught me anything, it is that life is far too short to keep waiting.
We don’t do rules.
With love,
Nathalie
Founder of EFFIE