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Long before swimwear brands built entire businesses on Instagram, Natasha Oakley and Devin Brugman were already doing exactly that, one bikini photo a day, for years. That daily discipline eventually turned into Monday Swimwear, a brand that’s since become a genuine fixture in fashion editors’ closets and beach bags across the US. Here’s a full breakdown of what makes Monday Swimwear different, how it performs, and whether it’s worth the investment.
What Is Monday Swimwear?
Monday Swimwear is a women’s swimwear brand founded in 2014 by Natasha Oakley, an Australian model, and Devin Brugman, her business partner, after the two built a massive following through their “A Bikini A Day” blog, which they started together in 2012. That daily content project gave Oakley and Brugman a genuinely rare advantage most swimwear founders don’t have: years of direct, real-time feedback from millions of women about what actually works, and doesn’t, in swimwear design.
The brand launched with a $30,000 loan and, notably, has grown into a multi-million dollar business entirely without venture capital funding, relying instead on organic growth and direct-to-consumer sales. By 2020, just six years after launch, the company was on track to surpass $20 million in annual revenue. Drawing from Oakley’s Australian heritage and Brugman’s California origins, Monday Swimwear blends relaxed Californian ease with sun-washed Australian coastal energy, a fusion that’s become central to the brand’s overall aesthetic identity.
What Makes Monday Swimwear Different?
- Founder-driven design expertise — years of running “A Bikini A Day” gave Oakley and Brugman direct insight into what makes swimwear flattering and comfortable across body types, informing the brand’s design process from day one
- Timeless over trend-driven — rather than chasing seasonal micro-trends, Monday Swimwear designs are intentionally built around classic, enduring silhouettes meant to stay relevant well beyond a single summer
- No prominent logos — the brand deliberately avoids large, visible branding on its swimwear, letting the fit and silhouette speak for themselves
- Body positivity focus — Oakley and Brugman have been vocal advocates for body confidence, and the brand’s marketing has consistently featured a range of body types rather than a single idealized standard
- Biannual, direct-to-consumer collections — new collections are released twice a year through the brand’s own e-commerce site, keeping the catalog curated rather than overwhelming
What Does Monday Swimwear Sell?
Bikini Tops & Bottoms
The brand’s core category, offered as separates so customers can mix and match top and bottom sizes and styles independently for a more personalized, accurate fit.
One-Piece Swimsuits
Full-coverage one-piece options built with the same flattering, timeless design philosophy as the brand’s separates.
Beachwear & Cover-Ups
An expanded category beyond core swimwear, offering cover-ups and beach-ready pieces to complete a full poolside or beach look.
Resortwear
A newer expansion into broader resortwear, reflecting the brand’s growing reputation, according to fashion press coverage, as a go-to name for vacation-ready style beyond just the swimsuit itself.
Is Monday Swimwear Good Quality?
Monday Swimwear has built a genuinely strong reputation specifically around fit, using a blend of polyester, nylon, and spandex chosen for durability, comfort, and the ability to retain shape through repeated wear and washing. Fashion outlets covering the brand have specifically highlighted its “unparalleled focus on fit, quality, and timeless design” as the reason for its cult-like status among fashion editors and everyday shoppers alike.
That said, quality feedback isn’t universally glowing on every point: some independent reviewers have noted that certain styles’ fabric feel doesn’t always fully match the brand’s premium price point, even while praising the overall design and silhouette. As with most swimwear brands, it’s worth reading reviews on the specific style and print you’re considering, since feedback can vary somewhat between different fabric weights and constructions across the catalog.
Monday Swimwear’s Sizing Philosophy
A defining part of Monday Swimwear’s approach is treating tops and bottoms as fully independent purchases rather than only offering matched sets. Since band size, cup size, and hip or waist measurements often don’t align neatly to a single “size” across a woman’s body, this separates-first model lets customers choose a top based on bust size and a bottom based on hip and waist measurements independently, addressing a common frustration with swimwear that only comes in matched, one-size-fits-all sets.
How Does Monday Swimwear Compare to Other Australian-Founded Swim Brands?
| Feature | Monday Swimwear | Typical Mainstream Swimwear Brand |
|---|---|---|
| Founded | 2014, by Natasha Oakley and Devin Brugman | Varies |
| Funding | Bootstrapped, no venture capital | Varies |
| Design philosophy | Timeless, non-trend-driven | Often trend-cycle-driven |
| Branding | No prominent logos | Often visible branding |
| Sizing model | Tops and bottoms sold as full separates | Varies, often matched sets only |
| Collection frequency | Biannual | Varies, often more frequent |
Tips for Buying Monday Swimwear
- Buy tops and bottoms separately based on your specific bust, waist, and hip measurements rather than assuming one size fits both pieces
- Start with a classic, well-reviewed silhouette if you’re new to the brand, since Monday Swimwear’s strength lies in timeless cuts rather than trend pieces
- Read fabric-specific reviews for the exact style you’re considering, since feedback on fabric feel can vary between collections
- Explore the resortwear and cover-up lines if you want a coordinated, complete vacation wardrobe from the same brand
- Watch for new biannual collection drops, since the brand’s catalog rotates only twice a year rather than constantly
Final Verdict: Is Monday Swimwear Worth It?
Monday Swimwear has earned its cult status by doing something genuinely difficult in the swimwear industry: building a brand around real, years-long insight into what women actually want from a bathing suit, rather than just chasing seasonal trends. With a founder story rooted in daily, direct customer feedback, a deliberate focus on timeless, flattering design, and a fully independent top-and-bottom sizing system, the brand offers a thoughtful alternative to typical mass-market swimwear. For anyone looking for a well-fitting, enduring swimsuit rather than a one-summer trend piece, Monday Swimwear is well worth trying.
Frequently Asked Questions
Who founded Monday Swimwear? Monday Swimwear was founded in 2014 by Natasha Oakley and Devin Brugman, who first built a large following through their “A Bikini A Day” blog starting in 2012.
Is Monday Swimwear an Australian brand? The brand draws heavily on co-founder Natasha Oakley’s Australian heritage, blended with co-founder Devin Brugman’s California roots, creating a fusion aesthetic that combines both influences.
Does Monday Swimwear sell matching bikini sets only? No, Monday Swimwear sells tops and bottoms as full separates, allowing customers to choose different sizes for each piece based on their individual measurements.
Was Monday Swimwear venture capital funded? No, Monday Swimwear grew from an initial $30,000 loan into a multi-million dollar business entirely through organic growth, without venture capital funding.
Is Monday Swimwear good quality? Monday Swimwear is widely praised for its fit and timeless design, though some reviewers have noted that fabric feel on certain styles doesn’t always fully match the brand’s premium pricing, making it worth checking style-specific reviews.
How often does Monday Swimwear release new collections? Monday Swimwear releases new collections twice a year, or biannually, through its direct-to-consumer e-commerce site.
