We were lucky to catch up with Morgan Filler recently and have shared our conversation below.
Hi Morgan, thanks for joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?
I’ve been a passionate waterwoman since I was young. As a top world-ranked professional open water swimmer, a swim coach and a surfer, I’ve explored the rugged, frigid Maine waters to the idyllic Hawaiian ones – and, for the love of it, I continue to seek out these physical challenges. Being an athlete mom, I continue to motivate my girls and kids in our community to not only be capable swimmers but to love the water and treasure this precious resource.
See Her Swim is dedicated to having a positive role on our environmental impact and social responsibilities. for example, we have joined our local Surfrider Foundation chapter in Sonoma County for beach cleanups. We are also a supporter and participant of the online retailer movement, Women-Led Wednesdays. Sustainability is the most important factor for where we source recycled swimsuit fabric and recycled packaging materials.
Within our community, See Her Swim mentors girls in open water swimming to positively introduce them to the sport and help them meet their goals. We organize youth open water swim practices and training sessions that have a goal of swimming an Alcatraz and Golden Gate Bridge Crossing. Perhaps more importantly, we use open water swimming as an opportunity to teach life skills.
We thoughtfully design, rigorously test, and refine every aspect of our multiple season, compression-like, performance chic suits – down to the color combinations since, after all, color makes us feel. It’s gratifying to have this so resoundingly acknowledged in feedback from customers – from longtime swimmers to moms who were finally able to play with their kids without worrying about what might be pulled, to professionals who need a suit that is stylish while also appropriate for work offsites at the pool, lake, or beach. Let us give athletic adult women the attention they deserve!
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
See Her Swim celebrates and empowers women of all ages, shapes and sizes. Our collection features a range of unique on- trend one-pieces, all designed to flatter and support the female form. We believe that every woman should feel confident and beautiful in a swimsuit and our mission is to make that a reality for customers.
Founder and lead designer, Morgan Filler, has been immersed in the water since she was young. From recreation to World Champion Professional Open Water Swimmer, to surfing, coaching and motherhood, she has worn every kind of swimsuit imaginable. However, she has struggled to find a suit that is both attractive, comfortable and fashionable, and that can be worn for various activities such as meeting clients at the pool or beach, surfing with friends, swimming Alcatraz crossings and playing with her two daughters in the waves.
Like suits worn in chlorinated pools, swimsuits worn in open water need to be durable and able to withstand multiple seasons. To address this problem, Morgan has designed a line of recycled polyester swimsuits with fabric sourced from Italy, combining beautiful fashion styles with support and performance construction. They are for swimmers, surfers and sunbathers. Athletes and amateurs. Suits are designed in Petaluma and made in LA, California. We are a women-owned, independent specialty brand.
We’d love to hear a story of resilience from your journey.
I had two children and I was trying learn how to make a swimsuit. I had to take night classes and learn when kids were sleeping. Kids get sick. Kids dont sleep well and my progress goes slower. Yet, I kept going, just at a slower speed. When I dont make the final rounds for a business competition, I try 2 more years, and still get denied. So then, I pivot directions and find a new avenue. Adversity is tough, but I know it helps direct me and I dont give up.
Can you open up about how you funded your business?
I have put all my birthday and christmas present money to this business. I learn to do most process’ myself to learn the basics and slowly contract out to others who are experts. For me, the business is slow and steady while I do the hands on learning and then gradually meet and source out jobs.
Contact Info:
- Website: www.seeherswim.com
- Instagram: @seeherswim
- Facebook: seeherswim
Image Credits
paige green photography