A reflective tribute honoring Matt and Muriel on swrve’s 20-year journey, celebrating impermanence, thoughtful evolution, and the enduring values of ethical design, community, and care for the natural world that will continue to guide the company’s next chapter.
Over and out. Thank you for an amazing 20 years.
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Dear Friends, When we first wrote to you about closing swrve, we were filled with a mix of sadness, gratitude, and disbelief that our little idea — a single pair of knickers sewn in a tiny downtown LA studio — had grown into a 20‑year adventure that took us around the world and connected us with some of the most thoughtful, creative, and inspiring people imaginable. You’ve heard us say it before, but it bears repeating: swrve was never just a business. It was a life we were lucky enough to live because you invested in us — not with venture capital, but with every purchase, every email, every story about where our clothing took you. You allowed us to...
Big News, again
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Dear Friends, Matt and Muriel here. We’re writing with an extra special update. Nearly a year and a half ago, we started crafting the final chapter of swrve when we announced that we were beginning the process of winding down operations. After what’s now been 20 years of being a scrappy, nimble, and literal mom and pop operation, we decided it was time to move on to our next endeavor. The reasons were many, but we were happy with all that we were able to accomplish from an idea that began with making a single pair of knickers in a downtown LA loft. Over the decades, we carved out a nice little niche within the cycling and outdoor spaces and created some truly...