Partner Article

TV Star Montana Brown Makes a Splash with New Investment in her Swimwear Brand

Love Island star Montana Brown is set to make a bigger splash with her Swim Society company, thanks to investment from a Manchester-based firm started by three young entrepreneurs.

Fearless Adventures, launched last month by Social Chain founder Dominic McGregor and the entrepreneurs David Newns and Charlie Yates, has invested up to £1m in cash and support services to help scale the swimwear business.

Brown became sole owner of Swim Society last year, after starting it in 2019, two years after finding TV stardom on Love Island, the ITV2 show that became a hit with Millennials. The label’s swimwear, which typically retails for between £50 and £60 and is sold in sizes 6-20, is aimed at eco-conscious young shoppers. It has pioneered a ‘no-categorisation’ ethos, which means it offers the same style for every size they carry. Swim Society has become well known for holding open castings for their audience so that anyone, regardless of body shape or style, can be part of its campaigns featuring images made with a strict no-retouching policy.

Along with its sustainable approach to fabrics, this principled approach taps into a fast-growing ethical fashion market which is expected to increase from £4.66 billion in 2020 to £6.06 billion in 2023 at a compound annual growth rate (CAGR) of 6.8%.

Dominic McGregor, partner at Fearless Adventures, said: “Like true digital natives, Montana and I met on (streaming audio app), Clubhouse. She asked me for advice on growing her brand, and as we talked, I realised this was an entrepreneur with the Fearless spirit and a brilliant D2C business. We’re living in a generation where businesses are fronted and started by people of influence, so we’re actively investing in those businesses with strong creator connections.

Since she appeared on Love Island in 2017, Montana Brown has built a following of 3 million followers across Facebook, Instagram TikTok and YouTube, a fan base which investors hope she can convert into sales.

“Demand for Swim Society is on fire,” McGregor continued, “with fashion giants ASOS and Topshop stocking the products online and fashion mavens like Glamour and Cosmopolitan declaring the label bang on-trend. My partners and I are massively looking forward to supporting Montana and Swim Society as it races to the next level.”

Montana Brown, the founder of Swim Society, said: “The team and I are so excited to work with Fearless Adventures. They’re entrepreneurs who have been on fast growth journeys, so their empathy, experience, and expertise are hugely valuable. Unlike other investors we approached, they’re a proper partner that refuses to take a one-size-fits-all approach. Refreshingly, they are as passionate as we are about fostering a community and having a positive social impact.”

In a previous interview,

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