SWLAG was born during the 2020 pandemic first as an idea. Claudia Simon had the vision of the name of the brand, the color and aesthetic. The name came of merging two words (SVLAK + SWAG). SVLAK means putting to opposites together (that’s why the SWLAG symbol is yin and yang) and SWAG because of course you can tell by the brand’s style that it has swagggg. In February 24th 2021 was launched Swlag first collection.
The brand was created to have a free space to fully be oneself and share this energy to others through designs. SWLAG is something special because each piece has its own energy and by wearing it you are taking that energy with you. Every piece is designed in Swlag store in Brera so each piece is unique and individual. “The most important thing for me it was that it could be easy to wear and everyone could wear it. Also the versatility of the garments, that they can be used everywhere, anytime. ” When someone wears SWLAG people immediately turn their heads. It draws attention and gives everyone visibility. It’s about standing out from the crowd.
Claudia always had the vision of SWLAG being in Milano, so after a year she moved to Milano to study fashion and brought SWLAG with her. SWLAG started mainly online until April 2023 which she opened the first store in Brera, the center of Milano. The store was fully designed and created by Claudia with the help of her family.
The style of the brand was created as time passed by. Exploring different techniques and creating different designs. Claudia doesn’t follow any rules, she just goes with her gut feeling. There’s not a specific technique she uses, she just combines several techniques and creates unique results. Each piece has its own meaning, its own energy and its own vibration. And that’s how it feels wearing SWLAG.
Swlag supports individuality and brings light in your heart.