Our Story
Ethos, Inspiration & Ambition
The Beginnings
I first thought of designing a wetsuit while shopping for a new one of my own! I complained to my boyfriend Ben that I had never been totally stoked over a wetsuit—it was always a compromise. This was near the end of the financial year, and he convinced me that we should combine whatever money we got from our tax returns with our savings—and try to make a dream wetsuit.
I got home, pulled out some old pens and paints, and started designing what that might look like! I wanted form and function, comfort and durability. I started researching everything—from materials to inclusive sizing. I was also lucky to already have a small social media following, who I could survey and chat to about what other women wanted to see in the wetsuit market.
Our Inspiration
I have been a diver since I was 14 and the ocean has been a constant in my life since I was born. Raised in Perth, my hobbies are entirely ocean based, but I always felt that water sports were a male dominated field. This brand was created with the intention of never compromising. That extends throughout our entire production process. We choose ethical, environmentally conscious, well fitting and high quality over 'easy' every time.
2022: We tested the idea
Laura designed her dream springsuit in a cream and tan colourway and ordered just 50 after the first sketch went viral - just to see if others would love them as much as she did! Turns out they did and that first tiny run sold out within months (after our amazing initial customers waited 6 months for preorders). So she ordered 300 more in new colours....and just like that Made For It was born.
2023: From Concept to Reality
Laura always wanted this business to work with other Aussie artists and businesses. In 2023 she collaborated with Sean Kinchella on a print for a bold new collection. By December, every original Springie had sold out, proving it was time to expand our range with fresh styles and colours. This milestone year showcased our growth and commitment to creating innovative designs that resonate with our community.
2024: A Year of Growth and New Ventures
This year saw us breaking new ground with product innovation and collaborations. We launched our first round of swimwear, sponsored surf competitions and really got to know our growing community. We started seeing MFI wetsuits on athletes across a huge range of sports, from surfing to scuba diving all the way to cliff jumping, sailing and kite boarding.
2025: From locally loved to global reach
This year saw us diversify as we tried to meet the requests from our now global group of besties. We started shooting our suits all over the world and have MFI loyal customers everywhere from Brazil to Norway. We continued working with epic local artists (like Divermon) to create never-before-seen designs for water women everywhere and took on stockists within Australia, Europe and the Americas. Never losing sight of our roots, we continued to sponsor local events, donate to charities close to our heart and showcase our suits as worn by you.
Our Commitment
Over the last five years I have invested everything into creating wetsuits and swimwear without compromise. We have sought endless advice from experts in the field and extensively researched everything from materials and environmental impact of production to sizing and manufacturing methods. Our first springsuit sample was tweaked countless times over months and months, and tested in every way we could imagine - in a huge range of water sports, baked in the sun, even given to the dog to chew. We have big dreams to create a size inclusive, community minded label. We are beyond excited to continue expanding our product offering and welcome any and all suggestions. We want everyone to come on this journey with us.
Contact Us