Four Years In: A New Store, Free People, and a Maldives Charter

A while back I wrote about how Noserider started: a girl from small-town Wisconsin who dreamed of being a surfer, finally moved to the ocean and started sketching the surf suit she couldn't find anywhere. That story hasn't changed. But a lot has happened since, and it felt like time for an update.

From One Small Shop to a New Flagship

In August 2023 we opened our first shop at Echo Beach in Canggu. It was a leap, and it worked better than I ever expected. Surf suits are hard to buy online. You want to try them on, feel the fit, see how they move. Having a place to do that is a big part of why the brand grew.

After two and a half years, we made the hard call to close that first location, not because it failed, but because we had outgrown the space. This month we opened a brand new flagship store in Pererenan, a better space with more room for our collections and the community that built it. If you're in Bali, come say hi.

Landing Free People and Growing in the US

A couple of years ago Noserider was mostly a Bali brand with a small, loyal following. Today our suits are stocked by Free People, we ship fast from a US warehouse, and our community in the States keeps growing. Seeing women across the US paddle out in something I designed in Bali still doesn't feel real.

How the Designs Have Evolved

The first Noserider suits were simple and solid: clean colors, supportive fit, made to stay on. That foundation hasn't moved. What's changed is everything layered on top of it. Our newer collections are full of considered prints, color play, contrast piping, and details that are as functional as they are beautiful. The design has become more confident, and so have I.

"I design every piece myself, and the inspiration almost never comes from surf. I travel all over the world to surf, but it's the places I remember, the cities and towns and villages, the architecture, the textiles, the way colors and patterns work together somewhere I've never been. Then it has to work in the water. To me that's not a constraint, there's a real elegance in something built to perform." - Emma, Founder & Designer

You can see that thinking across our Retro Surf Suits, Full Coverage Surf Suits, and the latest New Arrivals.

Surfing the World

Building Noserider has taken me further than I ever imagined, both as a designer and as a surfer. Since starting the brand I've surfed in Mexico, Morocco, Australia, California, and all throughout remote Indonesia. Every trip feeds back into the work, in the colors I notice, the textiles I find, and the conditions I test our suits in. The suits have to hold up everywhere I go, because I'm wearing them everywhere I go.

What's Next: Our First Maldives Surf Charter

This September, Noserider is co-hosting our very first surf charter in the Maldives. It's the fullest expression yet of what this brand has always been about: bringing people together to chase waves, in suits built to perform, somewhere beautiful. It's the kind of trip younger me used to make Pinterest boards about, and now we get to host it.

When I started, this was a handful of suits and a big dream. Today it's a flagship store, a growing US community, and a surf charter in the Maldives. Thank you for being part of it.

Shop the latest in New Arrivals, or browse all women's surf swimwear.

See you in the water!

x Emma