After an 18-week recovery from a serious leg injury, Australian teenager Ellie Murphy identified a gap in the market for versatile, stylish swimwear that suits active lifestyles. In February 2026, she launched Saltè Swimwear, a reversible line designed to transition effortlessly between beach and sport activities. The brand has quickly gained traction, selling 65% of its first collection and resonating with the young active community.
- Saltè has sold 65% of its initial collection since February 2026 launch
- Founder designed patterns herself using digital tools like Canva and Adobe Illustrator
- Plans underway to expand with board shorts and sponsorship ambitions
What happened
Teenager Ellie Murphy launched Saltè Swimwear after a serious leg injury sidelined her for over four months. During this period, she sought swimwear that could perform both in sports settings like gymnastics and surf life saving, as well as casual beach wear. Dissatisfied with existing offerings, she decided to create her own brand focused on reversible, active swimwear that combines functionality with flattering style.
Since launching in February 2026, Saltè Swimwear has gained significant traction in the Australian market, selling 65% of its initial collection. Murphy personally developed the designs, leveraging tools such as Canva and Adobe Illustrator to bring her vision to life. She has simultaneously built the brand’s identity, engaged a growing social media community, and navigated manufacturing partnerships, all while managing her schooling and athletic commitments.
Why it matters
Saltè Swimwear addresses a niche in the activewear market where young women often struggle to find functional yet stylish swimwear that suits sporty lifestyles. Murphy’s firsthand experience as an athlete and patient empowered her to create products that meet real community needs, exemplifying a new wave of young entrepreneurs solving problems from personal insight.
The brand’s early success highlights shifting consumer preferences toward versatile, confidence-boosting pieces that perform across various activities. Murphy’s story as a teenage founder also serves as inspiration for aspiring young entrepreneurs, illustrating how passion combined with digital tools and organisation can transform challenges into business opportunities.
What to watch next
Looking ahead, Murphy aims to scale Saltè Swimwear by expanding the product range to include menswear, starting with highly requested board shorts. She also hopes to partner with prominent Australian organizations such as Surf Life Saving Australia, positioning Saltè as a key supporter and sponsor within the sport community.
In parallel, Murphy plans to maintain a balanced approach combining business growth with her education and athletic training. Her ongoing focus on community-building through social media and authentic engagement will be critical in sustaining momentum as the startup matures and seeks broader market recognition.