An idea born from an ordinary moment
I came home, my tights were ruined. Again.
It was 2020. A simple karaoke evening, where the women around Inès shared their daily lives... and their anger at those tights that never last.
The next day, her own tights gave up the ghost. She thinks back to a report on planned obsolescence , seen 10 years earlier, where tights were already being singled out.
It was clear: we had to do better.
A launch led by women (and supported by Axel!)
A project that immediately resonated.
- November 2021: launch on Ulule
- Objectives achieved in 24 hours
- More than 500 first ambassadors
- The story of Swans begins… and that of the tights changes.
These tights are not like the others
Neither disposable nor uncomfortable. Just essential.
- Knitted in France with yarns from the world of climbing
- Strong but thin, soft but firm
- Designed to be worn up to 50 times
- Available from XS to XXL
“You should never be afraid of running your tights when you sit down.”
And then there was the summer of 2023
It's back. Not the cold this time. The heat. And the chafing.
In the summer of 2023, another topic keeps coming up in Swans' DMs, in messages between friends, in everyday conversations: friction between the thighs .
Inès talks about it to those around her. Testimonies are pouring in: “I use talcum powder, deodorant, old, itchy shorts…”
Once again, the solution doesn't exist. Or it's a bad one.
So, like the tights, we created it.
What still drives us today
Make tights an ally, not a consumable.
- French, ethical and local manufacturing
- Demanding quality control piece by piece
- Ecological commitment and transparency on our prices
- +50,000 convinced customers
Choose tights (or shorts) that respect you. And that last.
Swans are the tights we all wish we had found before.
And that you never take off once you've worn it.