Half Baked London is THE swimwear brand you want to get your hands on. Kim, the founder has curated swimwear that is simple, timeless and sexy all in one. What more could you want from a swimsuit?

We chat to Kim all about Half Baked London; how it all began, its sustainable ethos, plans for the future and lots more!

You can also check out our review of the Sylwia suit from Half Baked London here.

How did the idea behind Half Baked London emerge?

I was at a crossroad in my life, I wasn't happy in my job and I wanted to try my hand at something new. I was also travelling a lot and realised something was missing when it came to the swimwear I owned. I was creating my own looks, matching bikini bottoms with hand cut vests or sometimes knickers with soft bikini tops. All my swimwear was fine and it did the job but it wasn't special! And then I started to think about what swimwear I would like to wear and how I could actually get it made. I don't have any sewing skills so I had to outsource, making it harder and more expensive to get started but I got there in the end.

What was the process like for choosing each swimsuit style, feel and colour?

The collection was inspired by comfy underwear. Anyone that knows me knows comfort is my thing: I live in jeans, leggings and trainers. One of the most important parts of the process was choosing the right fabric. I wanted the pieces to feel more like underwear than swimwear and have a second skin feel. It was about making pieces that were comfortable and felt good against your skin without compromising on style. The shapes are quite classic and versatile which means some of the pieces can also be worn as day wear on warmer days.

Your brand has embarked on a sustainable journey, can you tell us a little more about it?

Sustainability is important to me and although Half Baked still has some way to go the brand is on a sustainable journey. Half Baked pieces are made to last, so I hope they will be a wardrobe staple for any customer that buys one. Currently my packaging is 100% compostable. I've started using fabric scraps to make hair accessories where possible and dead stock pieces of fabric are sent to a London recycling company that recycles almost anything. I produce in small quantities, this is because I'm a small brand but it also helps with not having loads of stock leftover that can't be shifted and might end up going to waste. Moving forward my plan is to introduce eco fabrics; who knows where we could go from there!

What has been your favourite part so far about starting your own business?

If you could describe Half Baked London in three words what would they be?

Simple, comfy, versatile.

When you have finished work for the day what is the first thing you enjoy doing?

Unfortunately lately it doesn't really feel like I switch off. Half Baked isn't my only job although that's what I'm working towards. Favourite parts at the end of the day have to be dinner and bath time. I really enjoy cooking too.

Where would you like to see your brand in the near future?

I want to create a community around my brand. I love guiding customers before they make a purchase. It can be quite personal when people are sharing details about their shape and body parts and I love that they trust me with that information and can share with me.

I think I will always produce fairly small collections but would definitely like to add some alternative pieces to the brand and my dream is to have a space where customers can visit. Not just a shop but more of a hub.

Your swimsuits have been featured in many magazines - how did that process come about?

Last year by chance I saw a competition for black owned businesses to win a 1 year contract with B The Communications agency. I had wanted PR for so long but felt I couldn't afford it so I entered and ended up winning. I was blown away when I won. I was surprised but I was literally manifesting that moment of winning since I applied. I visualised it everyday and I believed it would happen, and then it did, and it's been such a boost for my business.

And finally what are your top tips on running a business?

I've found that my business has begun to thrive when I give it my love and attention (which can be difficult sometimes working other jobs), stay in a positive space (which can be challenging sometimes), work hard, don't procrastinate (what's the worst that could happen) and believe and trust in myself and the journey. I know it sounds a bit woo woo but these things have helped me to keep moving forward. When I feel lost I go back to my why and remind myself why I'm doing what I'm doing.