Our Story

By the time Itee Soni and Heather Kaye met in Shanghai, China in 2008, they were both fed up with the unnecessary waste they saw being generated first-hand by the fashion industry.  Devoted women’s apparel designers from New Delhi and New York City, both women were passionate about fashion, and the intricate, human process of making clothing.

After years behind the scenes at factories all around Asia, they decided to start their own brand focusing on eliminating supply chain waste, and making only ethically and sustainably sourced apparel.

Inspired by the adventurous and diverse community of Shanghai, they launched FINCH Designs in June 2010 with the global eco-conscious traveler in mind.  Two things quickly became clear: FINCH’s unique print designs were the main draw – and when summertime rolled around – that there weren’t any high-quality swimwear options in China.

In 2012, fabric made from recycled PET (plastic bottles) was just becoming available as an alternative to virgin polyester, and Heather and Itee saw the opportunity to make swimwear entirely from recycled plastic.  They began developing their signature UPF50+ sun protective swimwear fabric with Unifi, maker of Repreveô rPET yarn.

The very first collection of 300 swimsuits flew out the door in 2013, and the company and their mission have grown exponentially since then.

In 2019, FINCH Designs became Loop Swim to highlight the company’s commitment to a zero-waste, circular economy model.  Today, not only is Loop Swim made from post-consumer use plastic bottles that would otherwise wind up in landfill or our oceans, but Loop will recycle your swimsuit at the end of its useful life.

The Mission

Close the loop on waste and #ProtectWhatYouLove – especially your skin and your environment. For divers, surfers, swimmers, snorkelers, paddle boarders and wave jumpers, that environment is our oceans – and our oceans are saturated with plastic pollution.

Together, we can protect what we love and keep plastic out of our oceans.

Founder Bios

Founders Itee Soni and Heather Kaye have a combined 25 years of apparel design and manufacturing experience, and founded Loop Swim on the core values of timeless, sustainable luxury combined with social and environmental responsibility. The Loop design and operations team is based in Shanghai.

Itee Soni

Itee Soni arrived in Shanghai in 2007 from New Delhi, where she designed for UK high-street brands Karen Millen, Paul Smith and Whistles. An honor graduate of India’s premier design university, NIFT (National Institute of Fashion Technology), Itee specializes in womenswear apparel design, textile and graphic design. Itee creates Loop’s original signature prints, styles and graphics.

Heather Kaye

Heather Kaye moved to Shanghai from New York City in 2006 with Kate Spade (then Liz Claiborne). With a strong background in textile sourcing and production, garment manufacturing and quality control, Heather overseas Loop’s sourcing, manufacturing and sales operations. Heather is a graduate of Harvard University (AB’96) and Parsons School of Design (AAS Fashion Design ‘99).


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