Away That Day
Away That Day is a London swimwear and beachwear label founded in 2019 by Ingemae Kotze. It makes swimsuits, bikinis and resort dresses with a chic, old Hollywood inspired look.
| Founded | 2019 |
|---|---|
| Founder | Ingemae Kotze |
| Base | Clerkenwell, London |
| Key stockist | Liberty London |
| Website | awaythatday.com |
What is Away That Day?
Away That Day is a British swimwear brand launched in 2019 by founder and creative director Ingemae Kotze. Born in Cape Town, Kotze moved to England and brought a background in dancing and styling to the label. The brand is based in Clerkenwell, East London, in a converted artisan workshop.
Products and positioning
The label began as a swimwear collection and has expanded into wider beachwear. Its range includes:
- One-piece swimsuits and plunge swimsuits
- Bikini tops and bottoms
- Maxi and mini dresses for the beach and holidays
Its aesthetic is described as chic and inspired by old Hollywood, with particular attention to fit and comfort. Styles are often named after holiday destinations, and Italy and Sardinia are cited as sources of inspiration. The SS26 collection, which debuted at Liberty, moves towards bolder colours and prints while keeping a core range of neutrals.
Distribution
Away That Day has a dedicated space within Liberty in London and is also sold through retailers such as Anthropologie, alongside its own online store.
Why it matters
The brand shows how a young, founder-led swimwear label can build a premium position through careful fit development and placement with influential department stores.
Frequently asked questions
Who founded Away That Day?
Away That Day was founded in 2019 by Ingemae Kotze, who is also its creative director.
Where is Away That Day based?
The brand is based in Clerkenwell, East London.