Shrink It and Pink It
it's most definitely a thing.
In the product design world, “shrink it and pink it,” is shorthand for (shitty) “products adapted for women.” The idea is, if it’s made for a man, it’ll ‘do’ for a woman if we just ‘shrink it and pink it.’ In the Harvard Advanced Leadership Initiative Impact Review, Karen Korellis Reuther wrote: “In the best case, it can be insulting; in the worst case, it can be deadly.”
She also shares some wild statistics:
Women influence nearly 90% of all purchasing decisions
19% of product designers are women
11% of design leadership roles are held by women.
Left On Friday, a brand I was introduced to by my friend Lisa, was created by Laura Low Ah Kee and Shannon Savage, former Lululemon designers/executives. They wanted to bring what they had learned about comfort and durability to swimwear. Fully self-funded, the brand launched in 2018, and have sold half a million swimsuits with beautiful design and a targeted marketing strategy. Word of mouth has been powerful (clearly) and the team was even asked to dress the Canadian women’s volleyball team for the 2024 Paris Olympics.
But let me be clear: this is a small business, and their products aren’t inexpensive. That being said, the suits have a signature “buttery” fabric that can be washed, dried, scrunched, bunched, and abused…and still look amazing.
Without further ado, my top three one-piece suggestions for Summer 2025.
Left on Friday: Sunday Suit
One of their first products, this suit is functional but beautiful. It’s boob-inclusive and bum-covering (but not totally).
Robin Piccone: Amy Raglan
When she worked at BODY GLOVE, Robin Piccone made waves for her groundbreaking use of neoprene in the brand’s swimwear. Now with her own line, Piccone’s swimsuits are style personified. They are Lake Como meets Cape Cod, Montauk meets Marth’s Vineyard, Coronado meets Cannon. What the hell does that mean? No matter what body of water is nearby, you will be the classiest.
(Robin Piccone's 'Amy Raglan' One-piece) TA3: Surfy One Piece
I don’t own one of these suits, but a good friend does, and I can now say I’ve seen them IRL. TLDR: they are AMAZING and the waist snatching tool (see those laces in the back??) is revelatory. I don’t often say this about any product that has appeared on Shark Tank. Sorry, not sorry. Again, the price point is on the high side, but they look well-made, and they definitely deliver.
(TA3s 'Sleeveless Surfy') Take care of your hearts (and put on some sunscreen).
