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LORE, Mademoiselle of the Sea

@loreofthesea

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Crafting outfits for the ocean since 2015
Created by @lauremyr
FUNCTIONAL • SUSTAINABLE • SLOW FASHION • ETHICALLY MADE
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10 years of @loreofthesea When I look back, I realise how much I’ve learnt along the way — and even more, how little I knew about anything when I started. Design, fashion, business… none of it. This brand was born from my love of surfing. I couldn’t find a women’s surf suit that felt functional, comfortable and good to wear in the water — so I started making my own. In 2013, I learned how to sew and make patterns just to create what I wanted to surf in. Lore of the Sea officially launched in 2015, but the process — the trial and error, the learning, the love for it — started long before. From the beginning, this was never about trends. It’s always been about function, fit, and longevity — slow fashion made with care, designed to last, and made to be used in the ocean, again and again. Running a business on your own is draining. And I’ve wanted to give up more times than I can count. But I’m still here ☺️ Ten years later, I’m about to launch another collection — shaped by time, experience, and a deeper understanding of what really matters in the water. I’m incredibly grateful to every person who’s been part of this journey. Friends, retailers, distributors, photographers, models, and all the behind-the-scenes hands and hearts — you know who you are ❤️ And if you’ve ever taken one of my surf suits into the ocean with you — thank you. Truly. taken in Byron Bay, New South Wales by @loreofthesea
115
9 months ago
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Gold stars for the surf gear ⭐ Ocean-tested, made in small batches, built to last. by @loreofthesea
1
2 days ago
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Sustainable surfwear isn’t just a buzzword to us 🌊 Recycled fabrics, limited editions, made to last more than one season! by @loreofthesea
4
5 days ago
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The Surfsuits Collection 🌊 Made to move, built for the water, and made for everyday sessions. From the ALAIA Surfsuit to LAGA Surfsuit and MUNDAKA Surfsuit - full coverage, full performance, in and out of the water. Simple. Functional. Built to last. by @loreofthesea
1
7 days ago
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The #ZURRItop and #BIARRITZbottoms didn’t just end up together, they were made to 🌊 by @loreofthesea
1
10 days ago
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The Noir edit is here 🖤 Timeless, elegant, and an all-time favourite for a reason. From the ALAIA Surfsuit to ARTHA One Piece, LAGA Surfsuit and endless ways to mix ACOTZ, MACUMBA and our boardies by @loreofthesea
7
13 days ago
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Your new surf wear is waiting for you at Lore of the Sea 🩵🌊 surfsuits, one pieces, crop tops, bikini set, boardshorts and more! by @loreofthesea
2
16 days ago
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Which basket are you choosing? 👀 Sunny days: for the days that ask for nothing but sunshine ☀️ Big waves: when you’re not messing around 🌊 Long session: dawn patrol to sundown, covered In and out of the water: from the lineup to the lunch table Golden hour: for the ones who stay till sunset 🌅 by @loreofthesea
1
18 days ago
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Try ons with Giulia 🌊. From the mirror to the lineup! by @loreofthesea
2
20 days ago
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Patterns and colours... Matcha and Sangria 💜💚 Perfect for spring by @loreofthesea
1
23 days ago
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Guilty? Never. Just really important bills to pay 😉 by @loreofthesea
5
25 days ago
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#ARTHAonepiece + #ACOTZcroptop Solara - full coverage, full elegance. #ALAIAsurfsuit Matcha - for long day in the water #MACUMBAcroptop Sangria - sun protection, loose but tailored fit. #ZURRItop + #BIARRITZbottoms - Matcha - built for the water, styled for everywhere else. #ARTHAonepiece Solara - simple, sleek, always a good idea. by @loreofthesea
2
a month ago
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