Cinnamon Cove is a small Australian swimwear business that was started by two eleven year-olds (now fifteen year-olds), Myla and Liv, for others around their age. They began their small business when they realized that swimwear companies often do not cater to the needs of tween girls who are aged 9-15. Despite leading an active lifestyle that would often require being in a swimsuit, they had to choose between those with childish unicorn patterns for younger girls or uncomfortable bikinis made for older ones.
What Myla and Liv were looking for were age-appropriate designs that would allow for mobility and comfort while being stylish and sustainable. Hence, they created Cinnamon Cove, an age-appropriate swimwear brand that champions the comfort and needs of girls their age while ensuring that they are also meeting the needs of the environment, which allows for their active lifestyle. This is why Cinnamon Cove is relevant to the United Nations Sustainable Development Goals of Responsible Consumption and Production and Gender Equality.
Myla and Liv’s decision to create tween fashion stems from a very accurate observation of today’s ready-to-wear market for girls. A 2023 investigative report by Teen Vogue was even titled “Where Did All the Tween Fashion Go?”. The article charts how despite being a large market, social media and micro-trends had pushed many pre-teen focused fashion brands such as Delia’s and American Apparel into bankruptcy. This is because social media trends are influencing how young people dress despite age differences, lumping everyone together into a single “young people” category that is often dominated by teenagers.
Cinnamon Cove fills a crucial gap in the swimwear market by providing stylish, age-appropriate, and sustainable options for tween girls. Founded by two young entrepreneurs who understood the unique needs of their age group, the brand champions both comfort and environmental responsibility. In a fashion industry that often overlooks pre-teens, Cinnamon Cove stands out as a brand made by girls for girls.
Find out more about Cinnamon Cove and their initiatives by checking their website www.cinnamoncove.com.au or Instagram @cinnamon_cove.