437 swimsuit founder packing list 308001 1687814419766


Photo:

Courtesy of 437. PICTURED (Left to right): Hyla Nayeri and Adrien Bettio. 

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. 

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437 swimsuit founder packing list 308001 1687812412672


Photo:

Courtesy of 437. PICTURED (Left to right): Adrien Bettio and Hyla Nayeri. Hyla wearing the Bisou Top ($55) and the Bisou skirt ($75).

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.

 

437 The Sienna One Piece

437

The Sienna One Piece

$175

437 The Onesie

437

The Onesie

$95

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. 

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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! 

 

437 The 2-IN-1 Bra

437

The 2-IN-1 Bra

$75

437 The Haven Blouse

437

The Haven Blouse

$115

437 The Delphine Top

437

The Delphine Top

$85

Shop Adrien and Hyla’s vacation must-haves.

Maxi Skirts and Sarongs

Natalie Martin Sarong and Skirt

Natalie Martin

Sarong and Skirt

$170

437 The Bisou Skirt

437

The Bisou Skirt

$75

Zara Linen Wrap Skirt

Zara

Linen Wrap Skirt

$70

Gold Jewelry

Jenny Bird Puffy U-Link Earrings

Jenny Bird

Puffy U-Link Earrings

$108

Monica Vinader Gold Vermeil Heirloom Bracelet

Monica Vinader

Gold Vermeil Heirloom Bracelet

$450

Jenny Bird Dane Anklet

Jenny Bird

Dane Anklet

$88

Raffia Tote Bags

Cult Gaia Aurora Large Raffia Clutch

Cult Gaia

Aurora Large Raffia Clutch

$395

Zara Jute Tote Bag

Zara

Jute Tote Bag

$50

Loewe + Paula's Ibiza Small Leather-Trimmed Woven Raffia Tote

Loewe

+ Paula’s Ibiza Small Leather-Trimmed Woven Raffia Tote

$790

Timeless Bikinis

437 The Juliet Top

437

The Juliet Top

$105

437 The Camille Top

437

The Camille Top

$85

437 The Leo Top

437

The Leo Top

$65

Minimalist Beauty Products

Refy Gloss Highlighter

Refy

Gloss Highlighter

$26

Patrick Ta Mini Major Glow Body Oil

Patrick Ta

Mini Major Glow Body Oil

$24

Nudestix Hydra-Peptide Lip Butter with Mini Intense Matte Lip + Cheek Pencil

Nudestix

Hydra-Peptide Lip Butter with Mini Intense Matte Lip + Cheek Pencil

$18

Comfortable Footwear

NA-KD Heeled Sandals

NA-KD

Heeled Sandals

$0

Larroude Brigitte Ruffle Mule in Beige Raffia

Larroude

Brigitte Ruffle Mule in Beige Raffia

$315

Madewell Natasha Flatform Sandal

Madewell

Natasha Flatform Sandal

$110
$95

Chic Cover-Ups

SNDYS Paradise Maxi

SNDYS

Paradise Maxi

$75

437 The Willow Shirt

437

The Willow Shirt

$95

Lovers and Friends Manu Dress

Lovers and Friends

Manu Dress

$188

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