Swim Shady was born on the beaches of Sydney after a frustrating day wrestling with a clunky umbrella.
The compact solo beach shade (weighing just 1.8kg) is designed for effortless portability and setup. Unlike umbrellas, cabanas or large canopy tents, it offers shade without obstructing the view, fits neatly in a beach bag and provides 50+ UV protection with a recyclable RPET canopy.
“My co-founder Elizabeth Afrakoff and I saw how many people were going to the beach without shade altogether, simply because traditional options were too bulky or complicated,” says director and co-founder, Jeremy Scott.
“With Australia’s skin cancer rates among the highest in the world, we set out to design a solo beach shade that was stylish, lightweight and effortless to use.”
The Swim Shady launched in December 2024 and within just a few months it had customers in over 25 countries from the US and Europe to Asia and New Zealand.
Exhibiting at Life Instyle Melbourne earlier this month, Scott says buyers immediately recognised Swim Shady as a genuine category innovation.
“Many noted its portability as a key selling point for urban beachgoers, resort guests and travellers. We also saw strong corporate gifting interest, with companies considering bulk orders for staff and client gifting—recognising Swim Shady as a socially responsible gift that encourages sun safety and wellbeing, particularly relevant during the summer and Christmas season.
“We love collaborating with stores and are committed to maximising product presence and driving sell-through, so together we can deliver real value and enjoyment to their customers. Its premium design and innovation appeal to customers chasing convenience, sun safety and style, making it a high-turnover item for stores, especially during summer and holiday gifting.
“Overall, the response [at Life Instyle] exceeded our expectations and confirmed Swim Shady’s potential as both a retail and corporate product,” he adds.
