Tide + Seek Sustainable Swimwear our story


SINCE 2018

Tide + Seek stands out for its vibrant and one-of-a-kind prints, ranging from tropical mosaics to animal-inspired designs and nostalgic 80's patterns. If you're looking for plain and ordinary, you won't find it here. Each print is a work of art personally crafted by the brand owner, Sammy Thomas, ensuring that Tide + Seek swimwear is truly one-of-a-kind and sets you apart from the crowd.

Creating a fashion brand, especially one centered around swimwear, has long been a life goal for Sammy. This aspiration serves as a means to combine their deep passion for the ocean, surfing, and artistic creativity.

Tide + Seek was born out of a combination of travel experiences and a deep passion for surfing. The brand offers a range of Mix & Match bikinis, swimsuits, and swim leggings, all inspired by the founder's days spent riding waves and lounging on sandy shores. The founder adores how swimwear serves as an ideal canvas for vibrant and playful prints.

Tide + Seek Sustainable Swimwear - Tide + Seek swimwear is made out of recycled plastic bottles


Where did Tide + Seek start?

Creating my own brand has always been a deep-rooted aspiration of mine, particularly in the realm of swimwear. This desire stems from the perfect fusion of my love for the ocean and the artistic expression of designing captivating prints. The journey leading up to the establishment of Tide + Seek in 2018 has been an exhilarating one. Initially, I embarked on my professional path by interning for renowned brands, wholeheartedly absorbing valuable insights and expertise. As time progressed, I transitioned into the realm of digital marketing, specializing predominantly in SEO (Search Engine Optimization) and content marketing. It became increasingly evident to me that these facets played a pivotal role in bolstering the success of any brand or business. It was only after honing my skills and gathering the necessary courage that I ultimately took the plunge into entrepreneurship.

After investing a year in the process of launching Tide + Seek, I dedicated efforts to cultivating my audience and establishing a close relationship with our manufacturing facility. Together, we strived to create swimsuits that perfectly catered to the needs of active girls, blending functionality with fashion while adhering to sustainable practices. Throughout this journey, we continuously refined our designs, continuously exploring innovative fabric options. Additionally, we fostered collaborations with talented artists and initiated a program focused on promoting sustainability by encouraging recyclability.

Why did you want the brand to be sustainable?

I knew Tide + Seek needed to be a sustainable brand from the very beginning. As an avid surfer, I have been fortunate enough to have visited some of the most beautiful and remote parts of the world. I quickly started to notice the amount of rubbish and plastic waste in our oceans and along beaches. I wanted Tide + Seek to offer environmentally improved products that would make use of plastic waste found in the world seas and along shorelines.

During the early stages of Tide + Seek, I spent three months visiting different swimwear factories in Bali. From the start, it was crucial that Tide + Seek would work with a manufacturer that had good working conditions for employees. I wanted to use a factory that valued its staff and created an enjoyable working environment. I eventually found a factory I was happy with and it proved to be a great fit for Tide + Seek and the brand ethos.

Tide + Seek Sustainable Swimwear our story - Sammy Thomas - Owner of Tide + Seek
Tide + Seek Sustainable swimwear - our story - our ethos of sustainability section - model wearing saved by the bell - fitness top and matching high waisted bikini bottoms


We, here at Tide and Seek believe sustainability is a lifestyle.

We strive to make ethical, responsible and conscious choices every day which help protect and preserve what we are passionate about. That is definitely the case when it comes to our swimwear.

The fashion industry has a huge impact on the environment and there is an overwhelming ‘fast fashion’ culture. Putting the garment industry as the second largest polluter in the world, just after oil.

This is something Tide + Seek wants to minimise contributing to and for that reason, we are ethos lead, not trend lead.  Tide + Seek provides unique, eco-friendly swimwear that you don’t see from store to store. Our swimwear aims to make the customer feel good, inspired and confident to take on the day and be a talking point.

In an effort to reduce the impact of sourcing raw materials, we digitally print our designs onto Repreve, a fabric that is made from 100% recycled post-consumer plastic bottles. For every swimsuit that we make, that is approximately 5 plastic bottles that won’t be found in landfills or in our oceans.  

Our swimwear is treated to be UV-protected and chlorine resistant, they are built to last and we see our customers wearing it for multiple seasons.  

Whilst bringing responsible consumerism to the swimwear market, our collection of swimwear has been designed for fashionistas with an active lifestyle, combining functionality with style. 


The Tide + Seek brand, embodied as a woman, is like that vibrant, adventurous friend who's always in sync with the ocean's rhythm and the world's wonders. She's the life of the party, living in a world painted with every color of the rainbow and donning patterns that scream excitement. Her sustainable choices are her superpower, as she's on a mission to save the planet while having the time of her life. Think of her as your spirited, eco-conscious companion, ready to ride the waves of fun!

Tide + Seek Sustainable Swimwear - Tide + Seek Women - what a woman who buy tide and seek is.