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CLOSING DOWN SALE. ALL ITEMS REDUCED AND FINAL SALE.
CLOSING DOWN SALE. ALL ITEMS REDUCED AND FINAL SALE.
Open your phone's photo album. Could you pick ten that tell the story of the past seven years? Since D&B launched in 2017, we have accumulated thousands of beautiful images. We took the challenge and summarised D&B in just ten photos.
Our first choice is this gorgeous photo of Deakin & Blue's muse, Rosie's Nanny Joyce. Joyce ran a wool shop in Wallington where both Rosie and her mum grew up. In this photo, Joyce and her sister are wearing swimsuits that they made for themselves.
Rosie says that Nanny Joyce was infectiously happy and joyful. "When I first set up D&B she was such an obvious muse for me," says Rosie. "I have this picture of her above my desk as a reminder of the feeling we wanted to create for D&B women - effortless comfort and confidence, feeling truly happy and content in your skin."
Anyone who knows Rosie knows that planning is her superpower and she's often seen with a clipboard. When she started Deakin & Blue, this superpower came into its own because Rosie had to meticulously plan every aspect of the business. From design and production to sales, photography, events, PR and marketing to sending out swimwear to customers, Rosie did it all from her kitchen table.
We love this photo - it's a true insight into what it's like to start a business - especially one with so many moving parts. We also love it because it shows how Rosie can use any flat surface as a whiteboard!
The great thing about having such a small studio is that we could get samples quickly and easily to wear test. Rosie tested every style Deakin & Blue made. She also got customers' feedback and, as Deakin & Blue grew, used a selection of testers to check the fit, comfort and function of all D&B's swimwear.
We got lots of great press attention over the years, which is important for a growing brand. We love this cutting from 2019 in particular. Forbes wrote a profile on Rosie, headlining this important issue that's at the heart of Deakin & Blue.
"Cook took a look at everything she didn't like about the swimwear industry - from airbrushed, sexualized models, to the feel of the fabric and poor fit for different body shapes," wrote journalist, Lucy Sheriff.
As Deakin & Blue grew, Rosie took on a team of brilliant, quirky, creative women to support the business—first, Alice, who handles D&B's paid ads and PR and then Sadie, who our customers know and love. Then content and copywriter Rowan, Sophie, who handles social media and our wonderful photographer, Cat, joined the team.
We love this photo of our pottery painting session at the beginning of 2024. Being part of an all-woman team is wonderful and this photo represents how much we've loved working together for such a fabulous, female-first brand.
Even though Deakin & Blue is closing its doors, its legacy will go on. Our famously long-lasting swimwear will swim on in pools, rivers and oceans for years to come. Our team will take their skills and understanding of women's body confidence and well-being through water-based and nature-based activities wherever they go next. And we hope that Deakin & Blue will have had an impact on standards for swimwear brands - and for what we expect from swimwear brands as customers.
