ASU entrepreneur creates swimwear brand to fit all body types

HourGlass Swimwear is a line dedicated to solving the issue of women not being able find well-fitting swimsuits

Finding swimwear that fits perfectly can be a struggle for women — and one ASU student set out to solve this issue.

Demi George, a senior majoring in journalism, decided she would design her own line for the women who find it difficult to get well-fitting swimsuits. With financial backing from ASU, she founded HourGlass Swimwear

George said she was inspired to create this brand to help women who do not fit into the small and typical sizes  many stores limit their options to.

“I’ll be able to suit somebody who is a pear, apple, banana or hourglass shape,” she said.

George said she plans to make the suits more personal by using an app or fit-quiz for customers to find the best shape and size for them.

“We need something that is marketed to consumers in the way that they need it, and there isn’t much on the market right that fits larger bra sizes," she said.

Along with fit, George said customers can also look forward to material which focuses on flattening the stomach area and giving a lift to the rear area.

George, who also has a certificate in entrepreneurship and innovation, competed in the Venture Devils Demo Day amongst other student entrepreneurs last April. She was one of the winners of the Edson Student Entrepreneurship Initiative and received a grant of $8,500 to help start her own business.

Through Venture Devils, students present their ideas and are paired with a mentor who guides them through brand pitches and making crucial connections in the world of business.

Lynn Whitman, a venture mentor, was paired with George in 2017 to help her make HourGlass Swimwear a reality.

“Everyone’s excited about the concept,” Whitman said. “The idea of having a swimsuit that fits is revolutionary.”

Over 15 brand ambassadors, women who love the concept and want to support HourGlass, have reached out to her — and this is all just after seeing prototypes.

“It’s the concept and the invention of a swimsuit that is sustainable in the retail environment that isn’t mix and match,” George said.

George said she hopes to have online preorders open by the end of 2018 or early 2019.

Maddison Fitzsimmons, a senior majoring in criminology and criminal justice, was George’s model for the Venture Devils Demo Day earlier this year. Along with being her model, Fitzsimmons has also been a supporter of HourGlass from the beginning. 

“I’m excited for this to become a reality not only for Demi, but for everyone else too,” Fitzsimmons said. “I think it will be very impactful and will definitely skyrocket.”

Fitzsimmons said her past with swimsuit shopping has been like many women’s where it is difficult to find the perfect fit.

“It’s going to benefit so many women,” she said. “We have always had struggles with trying to find something that fits both our bottom and top half. With this, we will be able to do just that.”

Editor's note: A previous version of this story incorrectly mentioned buyers involved with the brand. The article has been updated to reflect this change.


Reach the reporter at eborst@asu.edu and follow @ellieeborstt on Twitter. 

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