HUG is a move inclusive swimwear brand. We believe you should be able to move freely in your swimwear without compromising on either design or comfort, regardless of size. The designs are timeless and made to hug your body in the best of ways. Our swimwear are designed by women, for women.

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A HUG FOR ALL

A HUG FOR ALL

Discover our fit guide and find the right size for you. We want your swimwear to hug your curves in the best of way.
IT’S ALL ABOUT SUPPORT

IT’S ALL ABOUT SUPPORT

Our mission is to empower women with move inclusive swimwear. We believe you should be able to move freely in your swimwear without compromising on either design or comfort, regardless of size. It’s created to hug your body in the best of ways. 

What you think

The most flattering bikini ever! The high waisted bottom is so comfortable. It makes me feel very feminine and secure on the beach.
- Fanny Byström Öhrnell
This bikini has everything you could wish for! The fit and the material is amazing + it fits like a glove!! My best bikini in all categories.
- Michelle Nilsson
Never felt more comfortable and secure in a bikini before. And the best thing - I feel sexy as well!
- Therése Anderstedt-Holm

THE HUG EDIT

  • HIGH OR HIGHER HIGH OR HIGHER
    Don’t we all love when we have the option to choose what fits us based on our bodies? Let us introduce inclusive bikini bottoms based on the length of your upper body.
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  • CARE ROUTINE CARE ROUTINE
    Take care of your HUG swimwear in a loving way. Follow our HUG Care Routine to make your swimwear last longer. Kindness is key, always.
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  • MOVE INCLUSIVE MOVE INCLUSIVE
    We want to change the way women feel about themselves in their swimwear. Instead of feeling insecure and withdrawn, we want to empower women by giving them the support they need without compromising on either fit or style.
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  • FIT GUIDE FIT GUIDE
    Discover our fit guide and find the right size for you. We want your swimwear to hug your curves in the best of way. Hopefully these numbers can help you find what you’re looking for.
    Read more
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