Born and raised in the Melbourne bay side suburb of Elwood, Caroline Hume was always in the water. “Living 300 metres from the beach, we swam after school everyday,” she recalls. “By the age of 11 myself and five siblings had to be able to swim 1km unassisted. Even today, we have an annual family holiday up North where three generations bond in the water; 16 grandchildren, all my siblings and their partners plus mum and dad start the day by swimming tag-team, so the water is definitely the gel that binds us together!” she laughs.
These magical childhood memories and ensuing poolside holidays with her own two daughters – now aged seven and nine – led to the birth of Cuddle Fish; an Australian 50+UV Swimwear label for boys and girls. The range includes UV shorts, tee’s and swimsuits for boys and girls, as well as the Cuddle Fish Buoyancy Swimsuit, a proven buoyancy aide that increases water confidence and allows for independent water play and swimming.
“For me, Australian summers personify freedom and simplicity and my aim has been to translate that into the brand,” Caroline explains. “I don’t want my seven year old daughter wearing a bikini a teenager would wear, and I also believe that children shouldn’t be treated as billboards with branding emblazoned across their chests. I want Cuddle Fish designs to be respectful of the innocence and choice of a child..”
The current collection – exclusively available in Rustan’s Makati this summer – stays true to this mantra, with designs remaining crisp, streamlined and fun. Caroline steers clear of busy patterns and logos, and maintains a simpler approach with bespoke colour-ways of ‘Sunset Red’, ‘Marine Navy’ and ‘Bubble Pink’.
With a degree in teaching and years working in marketing in Europe, it wasn’t until Caroline was holidaying in St Tropez with her young family, that the suit that launched a thousand toddlers was discovered.
“We brought a buoyancy suit for my then 20-month old daughter on holiday in St Tropez and she popped up in the water like a cork and swam all holiday. When we got back to Australia, countless parents were asking us where we got it, so I quickly did my research and brought the design registration in Australia.”
The Cuddle Fish Buoyancy swimsuit is a full-body suit suitable from age 2 – 8. It comprises of eight floats within a full-body design, so although the child is buoyant in the water, they still automatically kick and paddle to get around. Caroline is quick to point out that this is very different to some other buoyancy and floatation devices on the market “which can be easily removed and discarded by the child whilst in the water and only allow them to stay afloat rather than encourage them to swim.”
The Cuddle Fish buoyancy suit can be worn initially with all eight float inserts and gradually as the child grows more confident, these can be removed over time until they are swimming unaided.
With a growing following at-home and around the globe including Spain, Japan, South Korea, Dubai, Hong Kong, and now the Philippines, for this Australian-owned and manufactured brand, Caroline’s original intent remains afloat; “Cuddle Fish is about maintaining the freedom and simplicity of our iconic Aussie summers and celebrating the essence of every child in the safest way possible.”
In the Philippines, Cuddle Fish is exclusively available in Rustan’s Makati.
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