I’m A Swimsuit Designer—Here’s What I’m Packing For My European Summer Vacation

Every summer, it seems like those at the helm of the fashion industry pack their bags, automate their Out Of Office reminders, and set off to Europe— specifically, on the shores of the swankiest beach clubs and trendiest cities. What city you’re spending a month in is nearly as important as what you’re wearing— an undisputed fact insiders Adrien Bettio and Hyla Nayeri take as gospel. 437, their self-founded Canadian-based swimwear, activewear, and resortwear line, has been seen on celebrities like Kylie Jenner, Sydney Sweeney, Megan Thee Stallion, and Emma Chamberlain, just to name a few. For two childhood best friends without any formal design training, the journey from building their brand from their bedrooms to dominating social media came down to more than just well-thought business designs and thoughtful designs: it’s all about connecting with their community.

“We’re a small, self-funded brand with no investors which allows us a lot of flexibility to create what we’re feeling and loving in the moment,” Nayeri told Who What Wear. “Adrien and I are literally the 437 demographic so when we design pieces, we can take the phase of life we’re at into consideration and it really makes us feel good about the pieces we’re creating.”

As a fashion editor who can show up to dozens of meetings and brand showings a week, it can all become a blur at times. But when meeting Nayeri at 437’s first New York City previews, I was struck by how the brand’s elevated, cool-girl vibe extended to far beyond it’s clothing offerings. Just like it was explained to me, the 437 customer isn’t just looking for the perfect bikini or the best one-piece workout unitard for gym-selfies in: she’s looking for something that naturally, seamlessly blends into her everyday life. Just like Bettio says: “she just gets it.”

Although 437 has a steady stream of drops throughout the year, there’s no time quite like the summer time: the brand unequivocally shines when the weather gets warmer. Just like the majority of their on-the-go consumers, Bettio and Nayeri are spending their summers traveling. In between opening their new Los Angeles and Toronto showrooms, the duo are heading to trending cities Rio and Sardinia,, respectively. Naturally, as swimsuit designers who spend their years longing for summer, there’s a full-proof way to pack all of the essentials. Below, scroll through all of their essentials and discover all what 437 is about.

Tell me a bit about 437’s story and how you both came to start the brand— as well as the move to transition into other garment categories like resort wear and bridal. What was your technical business or design background, if any:

Adrien Bettio: We founded 437 without any background in technical design! We both graduated from Queens University with business degrees so when we started the brand we had no prior design experience and learned through a lot of trial and error. We were best friends in college and after a summer in Italy it was clear that there just weren’t swimwear options on the market that were flattering. We returned and set out to create a line that really catered to everyone and made us feel super confident.

Naturally, 437 began with swimwear. In your words, what makes the perfect bikini or one-piece, and how does that creation and design process influence the way you interact with your customers?

Hyla Nayeri: The perfect bikini is flattering and makes you feel and look your best! When we’re designing new swim, we love to hear from our customers and this is why I love our new showrooms in LA and Toronto! When we can meet our customers in person and allow them to see and try the product IRL and provide feedback in real time, it’s so valuable for us. When we know what they’re loving and what they feel is missing we plan and design future collections accordingly.

In such a saturated swimwear market, what do you think 437 offers that other brands don’t? How does your small-knit community champion the label?

AB: People care about how they feel and the quality – we’re super invested in both. All design fittings are done on models XS – XXL so we can ensure our community feels their best in 437. We meet our customers where they’re at in life and create pieces for the moments you want to feel extra confident. 437 creates beautiful, timeless and affordable pieces for every occasion but feel fresh and on trend and I think that really sets us apart.

Obviously, we’re seeing girly, Pinterest-style motifs and romantic elements seep into the fashion space in a summer the internet has dubbed the “European summer aesthetic.” Tell me a bit more about the recent Enchantee collection (and hopeful restock!) Similarly, I’d love to hear about the inspirations behind the latest Heat Wave collection and how prints/colors are translating into 437’s brand direction in the summer.

AB: When we were designing Enchantee Swim, the design team was really inspired by vintage, lingerie and French references. It’s the perfect collection if you’re wanting to lean into your girlier side. I’m all about picking the right suit for the location and the vibe you’re feeling – I like to think of Enchantee as for the South of France. On the other hand, Heat Wave is a totally different feel. The tropical prints are more bold and playful and provide a different feel – think Miami beach!

What advice would you give to other female entrepreneurs hoping to break into the fashion space?

HN: Don’t think it’s too saturated – we almost didn’t start because we thought this. Make sure you have a strategy that’s unique and sets you apart. Separate your ego from your brand so you can easily take feedback into consideration. Don’t try to be too perfect – just go for it. Learn from others and find advisors early on.

We actually spent a year developing a course – How TF that breaks down everything we wish we knew when starting a business. It’s been so rewarding seeing how many businesses have started and grown using our course!