Why Elation The Label?
Why I Chose Elation The Label , Supportive Swimwear Made for Surfers
I reflect a lot, almost every day. Asking myself the whys and how's. So here it is,
why I chose to buy Elation the Label.
When I first started surfing about 6 years ago, I bought a few high-waisted bikini bottoms to surf in. I’ve always loved fun patterns, and there was one brand that sold patterned bikinis I was obsessed with. I thought they’d be perfect for surfing, but they kept falling down.
Then I tried a one-piece I already had, but my boobs kept falling out. It drove me crazy. I hated that I had to constantly adjust what I was wearing instead of focusing on the thing I was trying to learn, surfing.
That Christmas, I got the Elation The Label Riptide Top as a present and honestly, it saved me for most part. I switched between that and my spring suit every surf, even after my dog chewed at it.
When Covid finally ended and I booked a trip to Bali, I bought a new set from Elation The Label, this time with the high waisted bottoms. OMG, I wondered why the hell I hadn’t bought them sooner. I bought the Riptide top again and the Boa bottoms and for the first time, I felt secure, supported and confident. As someone who had struggled with body image in the past, that feeling of confidence was everything.
The Surf Trip That Changed Everything.
The next year, I booked my first surf trip to Lombok with Women Soulful Surf. I bought another new Elation The Label set for the trip. The Dusk Coco top and Male bottoms pictured above.
Around that time, though, I’d developed a fear of drowning. Even though I’d been surfing for a while, getting held down by waves terrified me. I used to joke that I needed to “learn to drown” to become a better surfer. The boys would tumble me around in the water to help me get used to it. During that retreat, something shifted. I felt safe. I pushed myself in bigger waves, practiced staying calm underwater, and started to rebuild my confidence. And the best part? I never once had to think about my Elation The Label swimwear.
While in Lombok, I bought another swimsuit from a different surf brand, one that was super popular. But it didn’t perform the same. I couldn’t wear it in all conditions, and after a few sessions, it stretched out too much. That’s when I realised how important double lining is in surf swimwear. This surf trip changed my life in every way. But its a whole other blog!
Choosing Elation The Label again and again.
When I got home, still buzzing from the trip, I started Googling “sustainable surf swimwear” to see what else was out there. But nothing compared. I found myself going straight back to Elation The Label, I thought 'why fix something that isn’t broken?'
From then on, I just kept buying more. Before I even considered owning the business, I already had five sets of Elation The Label swimwear. So when the opportunity to take it on came up, it felt natural, like the decision had been made years ago.
Looking back, I realise I’d already chosen Elation The Label 6 years ago. That’s why I continue to choose it now, to keep growing, keep improving, and keep creating the most supportive surfwear possible. Because Elation The Label isn’t just the brand I wear. It’s the choice I’ve made... every single time.
Love Mel x
