The Journey of What I Wear

It all began with UK Tights, founded in September 2005 by Dawn and Jonathan Barber. Dawn, our MD, and Jonathan, our Technical Director, started working from their home office. As the business grew, UK Tights moved into its own warehouse. The location expanded twice to accommodate our growing customer base. But we didn’t stop there. We realized that swimwear online wasn’t meeting its full potential, so we launched our next project, UK Swimwear.

We carried forward our ethos of customer care that made UK Tights beloved by our customers. So, we curated a collection of bikinis, swimsuits, and beachwear. Jonathan lead the charge as our software engineer in 2007. By 2009, we had tripled our workforce and expanded our reach, bringing beautiful clothing to customers all over the world.

The What I Wear Ethos

What I Wear believes that swimwear should cater to all budgets, styles, and preferences. We love the essentials, but also offer a wide range of fashionable items. We’re not just about following fashion trends. What I Wear is about providing swimwear that people can wear every day. And all without compromising on quality or breaking the bank. We’re here to make swimwear accessible and enjoyable for everyone.

A Family Business

We started as a humble home-based business, and we’ve grown by treating everyone in our team like family. This has shaped our company culture, fostering a caring environment where we strive to provide the best service possible, without taking advantage of our valued customers.

Customer Care

We believe that the customer is not just always right, but also deserves to be happy. Unlike many other companies, we take responsibility for any mistakes and ensure your satisfaction is our top priority. We offer convenient online and telephone ordering, as well as prompt phone and site support to address any concerns or issues you may have.


While you are our number one priority, our product range is equally important to us. We offer over forty different brands of swimwear and beachwear, and we’re constantly adding new products and brands to enhance our collection. We believe in providing you with ample choices to suit your unique style and preferences.

Introducing What I Wear

After successfully operating multiple websites, we decided to bring our offerings under one roof for a seamless shopping experience. In 2023, we proudly launched What I Wear, a new destination for both swimwear and day-to-day clothing. Visit our main site to explore our clothing range and beach fashion collection, and you’ll find gorgeous, ethical, and sustainable options for your wardrobe. Join us on this exciting journey of fashion and style at What I Wear!