Exclusive: SCALES SwimSkins Founder Claire-Anne Demole Created Her Brand as She Felt Like 'Waterleisure' Should 'Have Its Moment': 'I'm Excited About Shaking Things Up'

Growing up by the lakes of Switzerland, Claire-Anne Demole has always been "drawn to the water and water sports in general," which is why creating emerging fashion-tech brand, SCALES SwimSkins, was a no-brainer for her.

"I feel like the first art form I learned to appreciate was nature itself — in particular the beauty of marine life. Spending the greater part of my life participating in water sports and always having an immense admiration for the vastness of life in the ocean, led me to create SCALES SwimSkins, a brand that not only met the practical needs of ocean enthusiasts like myself but also captured the essence of the ocean’s aesthetics," Demole exclusively tells Morning Honey.

Demole, who is a recreational free diver and water lover, felt like "there was a lack of attention to aesthetics and function in the choice of water wear," she explains.

"I thought it very frustrating to have the limited choice between swimwear or heavy wetsuits when you want to go for a wake surf or a quick dive. For me, I desperately wanted elegant and functional clothing that I could comfortably wear when being active on or in the water," she shares. "SCALES SwimSkins’ mission is to blend functionality, fashion, technology and sustainability into a beautiful and accessible product. I felt it was time for ‘waterleisure’ to have its moment!"

According to the EEA, over 140 million tonnes of microplastics found in clothing have accumulated on the ocean floor — that’s the same size as over 560 full cruise liners combined. Moving away from the use of synthetic fabrics, SCALES utliizes premium materials such as Japanese limestone-based neoprene and Yulex plant-based natural rubber, ensuring superior comfort, durability and eco-friendliness. Each piece is meticulously designed to meet high standards of performance while reflecting a strong commitment to protecting our planet.

"I've always been captivated by the water, whether it was swimming, diving, or simply spending time by the ocean. There's a unique thrill in being in or under the water and sense of freedom that nothing else can match. With time, I explored different water sports, each bringing its own challenges and excitement. My discovery of freediving and its unique way of making me feel at one with the water and its animals turned the ocean into a lifelong passion, keeping me connected to nature and always eager for new adventures," she notes.

Demole's journey began last year when she left her law career to move to London and "learn everything I could about the fashion industry."

"I felt like it was the moment for me to create SCALES and start building the brand’s universe the way I imagine it," she says.

From there, the feedback she's received thus far has been "incredibly positive."

"The best thing to witness prior to launch has been customers asking me for a SwimSkin but for so many different reasons — swimming in colder waters, diving in the summer, e-foiling in the wind. That makes me eager to see how our products will evolve. They have been designed with versatility in mind and to fit cross-disciplinary activities and their unique needs so I hope they will be doing just that. Overall, the enthusiasm and anticipation for the launch has been very encouraging!" she says.

"I’ve also had the opportunity of testing the products myself or through a group of selected people and the responses exceeded our expectations. Testing a product in all kinds of conditions is crucial to test quality, usability and incorporate changes into the final version to ensure it meets customers needs," she adds.

Throughout the process, Demole, who is a big believer in "you are what you wear," wanted to create something that "reflected my own personal values," as that was important to her.

"When I look at our hero product (the SWIMSKIN FLEX that is launching), I recognize everything SCALES stands for: the synergy between fashion and sports, the feel of becoming one with the ocean through the suits unique texture and design and the use of innovative eco-conscious materials, that is Premium Japanese limestone-based neoprene," she declares. "I am proud of what it represents."

Though there's been some challenges along the way — Demole says it was hard to "place my product in this 'sweet spot' between aesthetics, functionality and sustainability" — she managed to find the perfect "balance" when creating a product "that fits customers needs and truly matches your values and your vision is not an easy task for sure," she says. "On the other hand, it is also the most rewarding thing once you see it come to life."

Despite the ups and downs that comes with running a business, Demole is grateful she gets the chance to share her brand with others.

"Being a female entrepreneur — or an entrepreneur in general — is incredibly empowering, especially because building my own business has given me a deep sense of accountability and responsibility. When you create something from the ground up and build value around it, you’re responsible for every decision and outcome, which makes you grow very quickly," she says. "There are so many amazing things to do and speak about in the world. By sharing my experiences, I hope to encourage more women to pursue their own entrepreneurial dreams and believe in their own potential!"

In five to ten years, Demole hopes the brand is "recognized as a leader in its industry of fashion-tech water wear, known for innovation, quality, and a deep connection with its community," she shares. "I envision expanding our product line while staying true to our core values and continuing to push boundaries creatively."

"I hope we’ll be able to follow the vision I have for SCALES, which is for customers to feel amazing, enjoy and connect with nature, and be mindful of how to preserve it for future generations. This is also reflected in our slogan, 'You Are the Ocean.' From the beginning, my journey has been about creating a brand with deeper meaning, using the power of fashion as a communication tool and a catalyst for good," she adds. "I can’t say too much yet but we have exciting innovations and projects on the horizon! But short-term the plan is simple — to successfully launch our first collection into the world and gain visibility as a first-of-its-kind water wear brand."

Ultimately, Demole's mission with SCALES "is to marry my passion for fashion-tech and meaningful design to create the next generation of water wear. Our goal is to 'design for emotion,' and blur the lines between fashion and water sports. I hope for SCALES customers to feel inspired by our products and know they’re part of a passionate community of like-minded people that wish to connect with the ocean in the best possible way. I’m also excited about changing how water wear is viewed in the fashion world, shaking things up in the best way possible!" she explains.

"I hope that by using the best available alternatives to oil-based neoprene and selecting the best eco-conscious materials available, we can make a meaningful impact in protecting our planet. While scheduling a message of connection to the ocean and its marine life, SCALES also exists for starting a conversation about neoprene and its alternatives within the fashion industry as a whole," she adds. "SCALES doesn’t use traditional packaging but instead, we’ve designed packaging with a second use in mind, embracing the idea of reuse. This approach not only reduces waste but also adds value for our customers. It’s another step towards a more sustainable future for fashion brands. SCALES is like a call to the ocean. Come experience the water, fall in love with it and ultimately, protect it for future generations."