U&I is the clothing brand that was born in the ocean, awaiting the next wave. Swedish photographer Emma Bäcklund and her team dreamed of a brand that designed clothes tailored to their needs - functional and practical without sacrificing style. The love for the sea, the place in a lineup, brought the company together and continues to drive them forward. Their garments are inspired by adventurous women, and everything U&I does reflects these women's lifestyles. With the goal of creating timeless fashion that is good for the environment and the soul, U&I crafts classic styles for active women who love the ocean.