

Arla Label is a fashion brand, founded in 2000, based in Leeds, England, United Kingdom. The brand has built its identity around creating womenswear and swimwear that balance modern design with artisanal craftsmanship. Known for its textured fabrics, crochet details, and bold yet feminine silhouettes, Arla Label captures the spirit of relaxed coastal living while offering pieces that feel unique and expressive. Each collection is produced in small batches, emphasizing individuality and quality over mass production. What sets Arla Label apart is its ability to blend hand-crafted details with contemporary styling, ensuring its designs remain versatile yet distinctive. With a strong digital-first presence, the brand appeals to women seeking effortless, stylish staples that combine personality, creativity, and timeless appeal, making it a recognized name in the UK’s contemporary fashion space.
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Tona The Label is a contemporary swimwear brand, founded in 2023 by designer Tona Stell. Based on a philosophy of modern simplicity, the brand produces bikinis and one-pieces that emphasize clean lines, flattering cuts, and versatile styling. Its collections highlight minimal palettes and sustainable production practices, appealing to women who want timeless yet fashion-forward designs. Tona The Label operates as a boutique brand, producing in small runs to prioritize exclusivity and craftsmanship. By focusing on slow fashion, the brand ensures quality and responsible consumption, steering away from trend-driven overproduction. What makes Tona The Label unique is its fresh, emerging voice—offering pieces that balance modernity with elegance.
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Raw Potential is a UK-based swimwear, active lifestyle brand, founded in 2024 by India Goodman. The label is built around empowerment and sustainability, producing bikinis and one-pieces designed for both style and performance. Its collections emphasize eco-conscious fabrics, functional fits, and minimalist aesthetics that appeal to modern women seeking versatile pieces. Raw Potential positions itself as more than just a swimwear brand, highlighting themes of strength, confidence, and conscious living. What makes the label unique is its focus on blending sustainability with activewear-inspired swim, ensuring designs work equally well for lounging or high-energy activities. As a newcomer, Raw Potential reflects a new generation of UK labels prioritizing slow fashion and purpose-driven storytelling. With its youthful identity and commitment to eco-conscious innovation, the brand appeals to women who want swimwear that feels modern, responsible, and inspiring.
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Ashlea Baker is a British, East London–based small business creating handmade swimwear and resortwear with a slow-fashion mindset. Every piece is sketched, designed, and sewn in-house by Ashlea, giving the brand a truly artisanal, made-to-order feel. Its identity centers on body-positive values and celebrating women’s natural confidence, with custom swim options and collections that balance flattering cuts and modern styling. What makes Ashlea Baker unique is its one-woman studio model and community-driven ethos—intimate craftsmanship, personal service, and joyful, confidence-first design.
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