Design Thinking: Avenue Swim

Image courtesy of Avenue Swim.

In Graduate School, one of the buzzwords professors love to discuss is "Design Thinking." Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables companies to understand consumer needs to serve their audience better. For this project, I contacted different companies to learn how organizations applied Design Thinking. I spoke with Avenue Swim's Founder, Emma Stabley, to learn how the company incorporates its mission and vision into its products.

Image courtesy of Avenue Swim.

1. What makes Avenue Swim different from other swimsuit lines?

Avenue is different from other swimwear companies because of the story behind it all. Born in San Clemente, California, Avenue Swim is known for its handmade, high-quality products that make the wearer feel and look beautiful! It is a one-woman shop over here, and I would not have it any other way! Avenue embodies my love of travel, health, beach, and sun lifestyle! Avenue differs from other swimwear lines because of our handpicked, one-of-a-kind prints. Along with these unique handpicked prints, every piece and detail of Avenue is sustainably and ethically produced, from handmade to using only recyclable and biodegradable shipped material!

Image courtesy of Avenue Swim.

2. Where does the Avenue Swim design team find inspiration?

I designed every Avenue Swim product! I find inspiration from my travels to Bali and worldwide and my experience in and around the ocean. My background gave me the knowledge to know what styles will hold up in any water condition! I also trust my vision with my swim. Every drop of new Avenue prints is thought out, and so much love is poured into every aspect of the design process. 

Image courtesy of Avenue Swim.

3. How does Avenue Swim incorporate its mission and vision into its products?

Avenue Swim incorporates our mission and vision into our products by only using recycled and sustainable products. Every piece used to make Avenue suits is recycled, even down to our shipping material. We use shipping materials made by A New Earth Project. We wholeheartedly believe in A New Earth Project's mission "to create a better planet through sustainable shipping materials."  All of Avenue's fabrics are recycled and made ethically. From December 2024 onwards, all suits will be handmade in small batches in Bali. The Balinese sewers are paid a livable wage.  I recently spent two days with the sewers and saw the incredible work environment.

Logo courtesy of Avenue Swim.

4. What advice would you give to students and young professionals who want to start a swimwear line?

I only have two pieces of advice: Never give up and trust your ideas! Your ideas are what make you unique and different. 

Image courtesy of Avenue Swim.

5. What is the future of the company?

This is my favorite question! I think about Avenue's future all the time. It is bright, and women will feel beautiful while wearing Avenue suits. The future of Avenue is extremely abundant, and I know every girl can be a part of it.

Image courtesy of Avenue Swim.