Free Fly is best known for its laid-back, comfort-first approach to outdoor apparel. But for Spring/Summer 2025, the brand set its sights on surf. With no legacy product to reference, the challenge was to build a new category from the ground up, one that could compete with established players while staying true to Free Fly’s DNA.

I led the design and concept development for the Men’s and Women’s Surf/Swim collection, focusing on function, visual identity, and product storytelling.

Scope of Work:

Men’s and Women’s apparel design
Category concept and storytelling
Innovation strategy for rashguards and boardshorts
Material direction and trims
Print and color development

Free Fly Surf/Swim SS25

We approached the collection like a system, rashguards and boardshorts designed to work together, not just in aesthetics but in function. The visual language drew from coastal utility, tonal layering, and simple, confident graphics.

For men, the focus was on performance with edge: clean lines, matte finishes, and bold signifiers built to stand out from a distance. For women, we introduced thoughtful silhouettes that could flex between activity and style, paired with elevated details and a sustainable material story that bridges waterwear and lifestyle.

This was Free Fly’s first leap into surf, and we made it with intention, grounded in fit, feel, and a modern coastal point of view.