Born on the Gold Coast and built for wome who live in and around the water, Toosh Surfwear is the creation of founder Sheridan Power.

After years of struggling to find women’s boardshorts that actually fit, Sheridan decided to create the pair she’d always been looking for — functional, flattering and made to move from surf to swim, road trips and everything in between.

We love discovering and sharing the stories behind small, female-led businesses like Toosh — brands built from genuine experience, a love for the lifestyle and the courage to create something that was missing.

We caught up with Sheridan to chat about where Toosh began, building a surfwear brand from the ground up and what’s coming next.

Where did your love for the ocean and surf lifestyle begin?

My dad is a surfer and surfs every single day without fail, so naturally, growing up on the Gold Coast, I was always at the beach. Apparently, he was pushing me into waves from about two years old, so the ocean and surf lifestyle have always been a huge part of my life.

Toosh started because you couldn’t find the pair of boardies you actually wanted to wear. What was missing from the options already out there?

Growing up surfing with my dad, he was always encouraging me to get a pair of boardies. I tried so many different pairs over the years, but they never fit me properly. I found most women’s boardshorts were cut quite straight, so I’d have to size up to fit my thighs and bum, which would then leave a gap around my waist. They never really fit properly or looked the way I wanted them to. That was probably the biggest reason behind starting Toosh. I wanted to make the pair that I could never find. 

Boardshorts have traditionally been such a male-dominated piece of surfwear. Why was it important to you to create a pair specifically designed with women in mind?

For me, it really came down to fit, comfort and practicality. I’d often surf in a one-piece because bikinis could be a bit of a hassle in the water, but I’ve always loved how practical boardies are. I just couldn’t find a pair designed for a woman’s shape that I felt good in. I wanted to create boardies that were functional enough to properly surf and swim in, but still flattering and something you genuinely wanted to wear in and out of
the water. 

There’s a big focus with Toosh on being able to throw your boardies on and go — surf, swim, walk, road trip, whatever. How much has your own lifestyle influenced the way you design?

A lot! I’ve travelled quite a bit around Australia, including periods of living out of my car, and I’ve always wanted clothes that can do a bit of everything. I wanted boardies I could surf in, swim in, walk in, throw on for a road trip. Even something as simple as going for a long walk, finding somewhere to swim and being able to jump straight in without worrying that I didn’t bring swimmers, then having them dry quickly enough to keep walking comfortably afterwards. That kind of freedom is a huge part of what I want Toosh to be about.

Swimwear can come with a lot of pressure around how women’s bodies “should” look. How do you want women to feel when they put on a pair of Toosh boardies?

I want women to feel comfortable, confident and like they can just get on with whatever they want to do. As much as I love a good bikini, sometimes you just want a little more coverage and security without feeling like you’re covering yourself up. I think boardies give you that. I want Toosh to be something you throw on and forget about, because you’re too busy surfing, swimming, exploring or having fun to be worrying about what your body looks like. 

What has surprised you most about starting a surfwear brand and actually bringing a product from an idea in your head to something women are wearing in the water?

I’ve had actually three strangers stop me while I was wearing Toosh and ask where my shorts were from. The first time was before I’d even launched, when I was wearing one of the samples. Then it happened another two times, which was pretty cool! 

What’s been your favourite moment with Toosh so far — whether it’s seeing someone wearing them in the wild, customer feedback or a moment where the brand suddenly felt real?

Customer feedback has been another huge one. I feel incredibly lucky with the response so far. Every message from someone saying they finally found boardies that fit, or that they feel really good wearing them, gives me more confidence in what I’m building. It’s made Toosh feel like it could become much more than just a product. 

Where do you want to take Toosh next? What are you still dreaming about creating or doing with the brand?

Oh, I have SO many ideas. My brain is basically a constant spiral of things I want to make and do haha.

More than anything, I’d love Toosh to grow into a really strong community of women. Not just surfers, either. Mums who want something practical for chasing kids around the beach, girls travelling or road-tripping, women who want to swim, explore, get dirty, have fun and be a bit silly without having to think about what they’re wearing.

I’d love for Toosh to become a brand everyone knows about, while still keeping that personal side and my own lifestyle at the heart of it. Product-wise, there are definitely a few other things I think are missing from the market too. I’ve got a few ideas up my sleeve, so hopefully there’s plenty more to come. ;)

Finish the sentence: Life's too short to worry about what you're wearing. 

How do you chase the water? By always being ready for it. I always keep a pair of swimmers in the car, so if there’s an opportunity for a swim or surf, I’m in, no matter the weather or conditions.