Case study · Open water swimming
Zoggs launches a thermal open water swimwear range
- Zoggs with Her Spirit
- 2022
- Open water swimming
Mel led Zoggs' new open water range from first consumer conversation to launch — a silver-lined, sustainable swimsuit collection designed around how women actually feel when they swim outdoors.
- Client
- Zoggs with Her Spirit
- Sport
- Open water swimming
- Year
- 2022
- Services
- Brand positioningCampaigns
The challenge
Zoggs didn't want just another swimwear range. They wanted to truly understand outdoor swimmers and design a durable suit that could go from quick dips to endurance open water swims, across every body shape and swim style.
What we did
Mel led the process end to end, starting with the consumer. Working with Her Spirit, the Zoggs design team heard directly from a wide range of women, from Channel swimmers to lifelong swimmers and those just starting out, and turned what they heard into the design brief, product development and launch.
The outcome
A new open water range launched in April 2022: silver thermal lining for colder water, Ecofeel™ fabric made from 100% recycled plastic waste, and bold designs tested and backed by record-breaking Zoggs ambassadors.
Designing swimwear is a challenge. The range of body shapes and swim styles makes it complex, and Zoggs set the bar higher still: they wanted a range that connected with outdoor swimmers, inspired by how swimmers feel when they put on their swimsuit, and that enhanced the outdoor swimming experience with science and colour.
Starting with the swimmer
Mel led the project from consumer insight through to launch. Working with Her Spirit, the Zoggs design team ran a focus group with a deliberately wide range of women: some who had swum the Channel, some who had swum all their lives, and some at the very beginning of their swimming journey.
“Some of the key words that came out of the focus group were empowerment, resilience and passion. The group told us they felt at one with nature, how swimming was about being part of a community and escapism. For them, entering the water is exciting and a happy place for them, this gave us the direction we needed for the project.”
— Margot Lundgren, Designer, Zoggs
From insight to swimsuit
That direction shaped a durable suit built to accompany swimmers from outdoor dips to endurance open water swims:
- Silver thermal lining for comfort in colder open water.
- Ecofeel™ fabric, made from 100% recycled plastic waste (79% recycled micro polyamide, 21% elastane).
- Bold, colourful designs that reflect the energy and escapism the swimmers described.
Launch
The range launched on 24 April 2022, tried and tested by Zoggs ambassadors.
“My cossie was mermazing – felt cosy to wear. I love the bold beautiful designs.”
— Cath Pendleton, Guinness World Record holder for the Most Southerly Ice Swim
“My swimwear was super comfortable, there are some awesome patterns within the range. It was great to feel connected to the water and like-minded incredible women embracing their swim.”
— Keri-anne Payne, 2x open water world champion and Olympic silver medallist
