SWISH Editorial

At Swish Apparel, we want to help you find what makes YOU feel beautiful and confident, no matter what size you are. The Swishified experience is our passion and making others feel empowered is our joy.

How did Jeff Amiel, a mechanic, come to own Swish Apparel? It involves a show car, family, the previous owner of Swish, and his late wife. It's quite the story - Read on to find out.

Who knows better about women’s bodies, the changes that happen to them, the life circumstances that deeply affect how we dress, what we’re dressing for and what makes us feel good in the clothes we are wearing? Drum rollllllllll… we do!

Let’s talk. For real. We can talk about fabric and slow fashion and capsule wardrobing and ethical manufacturing and we will. I’ll get to it…but first let’s talk about fitting rooms.

Styles change, and our bodies change, and those two realities don’t always line up. What do we do when Pantone announces the “colours of the year” and you don’t like coral, taupe makes you look like death warmed over and mint is the colour your baby is wearing?