Do you feel it? Change is in the air. The body positivity movement is making waves and helping people of all shapes and sizes celebrate their beauty. Feeling confident fully clothed is one thing, but feeling good half naked is another. Thankfully our friends at Swimco are facing this challenge head on, striving to bring back confidence one body at a time.

From The Ground Up

In 1975 Corinne Forseth started Swimco from the basement of her Calgary home. With her daughter, Lori by her side — now the president of Swimco — the two women dove into the world of fashion swimwear with the goal of helping people feel as beautiful as they look. Today, Swimco’s vision and mission remain the same. With a strong focus on fit, Swimco celebrates the beauty of everybody…and every body.


For their 2017/2018 campaign, Swimco is taking it one step further by turning role models into swimsuit models. The purpose of the campaign is to switch focus, celebrating the life in the suit, not the body. After all what makes a person truly beautiful isn’t the way they look, but who that person is.

Live and love your next adventure in swimwear that suits you. Shop with Swimco’s Fit Experts to find your perfect fit in styles for women, men, kids, fitness, plus sizes, specialty swimwear and cup sizes. Visit them at one of their 24 locations across Canada or online at swimco.com.