We chat to our new favourite swimwear brand: Project 104

If you’re constantly on the lookout for that one piece that is sure to make you stand out from the crowd, then Project 104 might just be the answer and we caught up with Sarah to find out all about it.

What makes Project 104 unique?

All pieces are limited edition; each one is individually numbered from 1 to 104 much like an art print. We try to be unique with the prints – from the first collection all of the prints were photographs of still lives, each with a story behind it.

What made you decide to make your designs multifunctional?

Being a British swimwear brand you really have to understand your market. I’m designing for people who go away for that one summer holiday but also for the festival season. I feel that the pieces really need to fulfil both of these roles to please my customers.

What caused you to go from swimmer to fashion designer?

I quit competitive swimming when I was 15 so it wasn’t really a quick transition. I was never quite good enough to be professional and design has always been something that I wanted to do. Swimming was more of a pastime although I still swim pretty much every day and enjoy it much more now!

Where does the inspiration for the brand come from?

Inspiration comes from anywhere, lots of flicking through books and magazines and general meandering around London. I think a lot before the design process and jot down ideas, I like to have a solid concept first and then I’ll start sourcing imagery and making mood boards. The visual picture develops from here into more tangible visions with collages and then into the real thing.

What are the benefits of producing and creating your designs out of your flat? 

Designing from my flat works for me at the moment because we have a large warehouse space in which I can fit a studio. As much as it’s convenient to have a casual commute, to be honest I would rather separate work and home life so I’m looking forward to the day that I can have a separate studio.

Which ‘shrine’ would you say you are?

I’d say I’m Sister Cig. I like boys with tattoos and I actually have a bible that houses a hip flask. I’m also not adverse to a few rounds of tequila!

Have you had any career highlights?

Getting our first international stockist in Dubai was a highlight, knowing that someone abroad has spotted your brand and wants to buy into it is really exciting!

Any exciting plans for your brand in the future?

Right now I’m working on the next collection and developing a wider range of pieces – it’ll extend to bikinis, some beachwear and potentially some unisex T-shirts. I’ve taken onboard constructive feedback from the first collection that I feel will make this next one even better!

Ellie Owen

Find out more about the brand here or follow Project 104 on Twitter.