SWIM XYZ is a concept store founded in London with a progressive, global vision centred around trans-seasonality and transparency. We curate directional contemporary fashion, lifestyle product and music.

Style should not be defined or inhibited by a singular point in time. The lifespan of a design can be circular, both for the individual and the environment. So we encourage designers to work to their own rhythms and cycles, and present their collections in a cross section of past, present and future.

While we prioritise greater flexibility for our designers, we believe customers deserve a more honest and considered shopping experience too. Our Private Order and Made-to-Order services create a more direct and intimate relationship between our customers and the brand, and give them the freedom to purchase fashion in the most sustainable and efficient way.

Shop now or visit us in our London store for a personal appointment. Or join us at our next event somewhere around the world.




Website: Art direction/Design - Tom Balchin. Animation - mata.london