Niche swimwear label Fella has opened its first own-brand store, in the hip Sydney suburb of Paddington. 

Founded by Rosie Iffla and Christine Tang-Corte in 2012, the brand’s minimalistic style of swimwear has previously only been available online or via selected resellers. 

Iffla and Tang-Corte created Fella after recognising a gap for ‘sleek simplicity and elevated fabrications’ in a market then dominated by big brands marketing skimpy bikinis and surf-inspired wear. 

“Our whole concept of the brand was to create pieces that were versatile so you could wear them under a cotton shirt as a pseudo-bra or even as a crop top with wide-leg pants,” Iffla told Broadsheet.

The new store allows customers to try on items before purchase and organise custom alterations. It also affords the founders more back-of-office space to manage its growing wholesale and online business. 

“Seventy per cent of our customers in Australia online come from NSW. We wanted them to be able to try on the swimwear, find their perfect fit and size, and also get fitted for custom alterations when needed,” said Iffla.

Alongside the brand’s core range of block-coloured bikinis and one-pieces, is a new collaboration with fashion designer Lucy Folk features in the Paddington store.