STINA SEGERGREN did not begin with a business plan. It began with a feeling I had carried with me for years, and a decision I finally made in Ibiza.
I grew up between Singapore and Norway, and have spent a lot of time in Italy. Living between different places shaped my eye for colour, contrast, and the small details that make something feel personal. I have always loved swimwear. When I was younger, I was very slim and sometimes felt self-conscious about it. Clothes often hung loosely around me, and I think that may be why I gradually came to feel more comfortable in swimwear, where the fabric followed my body in a different way. I sometimes sewed and altered pieces to get the fit just right.
After many years at home with my children, I went on one particular holiday in Ibiza. I met people who inspired me and saw women carrying themselves with confidence in their own, individual ways. It made me think about how much the right piece can change the way we feel. I wanted to create swimwear where thoughtful fit, beautiful colour combinations, and a refined design could help more women feel comfortable and confident. At some point, I decided it was now or never.
I also wanted the pieces to feel elegant. Clean lines, thoughtful details, and a refined expression were just as important to me as fit. That balance became the foundation of STINA SEGERGREN, rooted in Norwegian coastal culture and shaped by the meeting of Nordic minimalism and a more free-spirited, bohemian feeling.
Making the idea real
To bring the idea to life, I got in touch with a designer in Spain who had previously worked with someone I knew. She helped me find a factory and take the first steps towards creating the collection.
We went through many rounds of samples, changes, and decisions. It has not always been easy, especially because I have done almost everything myself. But we also had a lot of fun bringing the idea to life together, and every round brought the collection closer to what I had imagined.
Along the way, there have been so many ideas, conversations, and beautiful moments. I have also learned how important support is when building something on your own. The encouragement from the people around me, and from those who believe in the idea, has meant more than I can say.
My collections are crafted in Europe using OEKO-TEX Standard 100 certified fabrics. I choose to work this way because what touches the skin should be considered as carefully as how it looks.
STINA SEGERGREN is still growing from the same idea it began with: to create beautiful, personal pieces for women who choose with intention. I have many ideas for the future, and I am truly excited to bring them to life.
— Stina Segergren
