Introducing Minnow Swim: The Kids Swimwear Label Making Waves



You know those nights where you’re happily tucked up in bed, scrolling Instagram and before you know it, you’ve clicked onto a brand’s site and find yourself entering your credit card details?

When I discovered Minnow Swim, I’d purchased two stripe ruffle one pieces before I’d even realised what I was doing. I couldn’t help it: the sweet Californian swimwear label is too charming to resist.

Minnow Swim’s founder is Morgan Smith – a stylish mother who started her career at Elle magazine and went on to become a product marketer with big children’s brands such as Bugaboo and Storq. Not surprisingly, she loves nothing better than to spend the day in the sun at the beach with her husband and toddler son Theo (the couple are expecting a baby girl in September). And because of that she was after children’s swimwear that wasn’t just chic and timeless, but also incredibly durable.

Her classic Spring/Summer 16 collection contains bikinis, rash guards, board shorts and full pieces in soothing shades of blue. We caught up with Smith to talk motherhood, building a business and what a typical day looks like for this busy mama…

Photography: Rachel Thurston Go to www.minnowswim.com


When I wake up...

My son usually wakes me up at about 6am by yelling from his room “hey mama, I up” and I go in and grab him and usually pull him back into bed with us to squeeze in at least 10 more minutes.


Before I go to bed...

I grab a glass of water and leave it by my bed side, sometimes I drink it and sometimes I don’t, but I just always have to have it there in case.


Motherhood has taught me…

A completely new kind of deep love, and also how to worry. This quote rings true: ‘Having a child is like your heart, walking around outside your body’.


My approach to wellbeing is…

Moderation. Be healthy and active when you can, but let yourself indulge. When on vacation, no one likes a friend on a diet!


Raising children in California is…

The year-round sunny weather really spoils us for outdoor entertainment.


I moved from New York to California because…

At the time I was in a long distance relationship with my (now husband), he was working in Dallas and I was in New York. One weekend, he flew out and surprised me and proposed on the corner of 55th and 6th ave. We got married later that summer, and decided to compromise on a new location (Los Angeles).


I treat myself by...

Living by the ocean.


My role model is…

My grandmother – she is the most authentic person I know.


The definition of success is...

Living a life you can feel proud of.


If I wasn't doing what I'm doing today…

A major reason I choose to work on children’s swimwear is because it embodies all the things that I am passionate about. From children, design, style, travel, trips, seaside living, being in the sunshine, etc. Yet If I couldn’t do that, I have a long list of other interests I would love to pursue; such as getting my MFA at design school, owning a flower shop, having a travel publication while living abroad, or moving to Bali and become a yogi, (eat-pray-love style!).


My mother taught me…

“It’s better to be weird, than boring”.


Happiness is...

A family bike ride to the beach, a weekender to a new place I’ve never been before, or just sleeping in.


My career path has…

My path has evolved, mostly based on passions that have developed but also generational changes. I started out at Elle magazine as a global news intern interested in fashion journalism, but went on to work for fashion and design companies within a marketing and brand capacity. I still see ‘storytelling’ in the general scope of my work, when helping a brand define who they are and the message they are sharing with their audience.


I’d describe Minnow Swim as…

Sweet, playful and polished. Timeless but still fresh.


A great swimsuit is...

Comfortable, durable and of course cute!


I like to dress my son in…

Stripe tees and saltwater sandals.


My biggest career highlight was…

Bringing people together, building partnerships and creating unique experiences.


Founder Morgan Smith


2016 is going to be the year that I…

Grow Minnow and grow my family (we’re having a baby girl in September!).


My collection is…

Sweet, sun-kissed and timeless.


The process behind each piece is…

With purposeful details in mind, I source quality fabrics, create custom prints and work with my patternmaker to ensure a perfect fit to embodying comfort, style and functionality. Then move to consciously selecting high quality, hand-finished production, all locally made.


Social media is…

Community and connection.


My time management secrets are…

As a mother, my time has become much more valuable. When I am away from my son, I try to be really productive to get more done in a shorter period of time. This also means, planning ahead (to do lists) of what I am going to work on when I have that time, so that I can be most efficient.


Having my own business is…

Rewarding, humbling, vulnerable, exciting! I have quickly learned all the areas I have weaknesses, which has been very eye opening. Learning to wear all the hats in the start up phase and growing (as a business and a person) has been very rewarding.


Today I’m wearing…

A topShop sundress, and Beek sandals.


The last meal I ate was…

Berries with granola and yoghurt.


I relax by…

Being at the beach.


I get stressed when…

The house is messy (which is often) and I can’t find things.


I laugh when...

I’ve got a chubby little 22 month old with a raspy voice that is learning to piece words together, and makes me laugh daily.


My next travel destination is...

Seaside, Florida.


After I finish writing this I’m going to...

Go to bed.


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