45 Years of Swimco

45 Years of Swimco

“Who we are and how we engage with the world are much stronger predictors of how our children will do than what we know about parenting.” – Dr. Brené Brown

Hello in there!

Today is Swimco’s 45th anniversary, and it feels like both a million years and five seconds ago that this all began.

I was nine years old when I joined my swim team halfway through the year and my mom couldn’t find a swimsuit for me that matched the rest of the team. I didn’t look like I belonged, and I knew my mom, Corinne, knew too, and that’s when Swimco was “born” as a mail-order business in the basement of our home in Calgary.

Today, I’m not just Corinne’s daughter, or a mom of two wonderful boys myself, but a grandmother as of January! And while so, so, so much is different in 2020 than it was in 1975, one thing hasn’t changed: Our company’s purpose of helping people feel good half naked.

I guess some might use this as an opportunity to hashtag something seemingly clever like #45isthenew25 or some such, but after living through literally every moment of this company’s 45 years, I’m not going to do that, and I’d like to tell you why, and what we’re going to be doing instead.

I’m proud to announce today, on our 45th anniversary, that Swimco will be dedicating its next chapter to re-imagining what it means to be beautiful, what it means to be a model, what it means to be an influencer, and how we can make it easier for people of all ages to feel confident, comfortable, and content with who they are and how they are.

It’s time to change what it means to be a model.

It’s time to change what it means to be an influencer.

It’s time to change what it means to be beautiful.

But, while doing so, we’ll never stop asking how we can make it easier for you to feel good half naked and make the most out of every adventure, even if it’s just soaking in your backyard blowup pool.

I believe we owe that to anyone that’s ever looked in the mirror and not loved the reflection staring back.

We can do more, and I believe now’s the time to say we must. As a female-led, Canadian-born, family-owned business, we have an obligation to do far more than supporting our employees and providing swimwear for our customers.

If not now, when? If not us, who?

I’ve never been more proud of the earned wisdom and wonders we’ve witnessed over these past 45 years, and I love who we are, where we’ve been, and where we’re going, so for us #45isthenew45.

At 45, we’re moving forward fiercely, and we’re poised to devote the next five years to making a difference in our Canadian communities.

Come join us. Sure, there will be ebbs and flows, but the water’s fine.

Thank you to my mom, and all of Canada for your continued support.


Lori Bacon