What does it really take to build a brand that people don’t just wear, but truly invest in?
For Erin Deering, the path to launching one of the most recognisable swimwear brands in the world didn’t begin in a boardroom. It started with ideas shared on a first date.
TRIANGl’s rise was anything but traditional, built on instinct, timing, and an understanding of how women wanted to feel. In the first episode of Beyond the Fold, Erin sat down to share her journey, from co-founding a $200M global label to launching her latest venture, DEERING, with a whole new approach to fashion, business, and life.t
The lessons?
- You don't need a business plan to start, but you do need instinct
- Make people feel something
- Timing matters, but so does boldness
- Be kind to gatekeepers; it can pay off
- Don't scale a brand that doesn't connect with the customer
- Exits aren't always a fairytale
- You don't need to reinvent the wheel, just the feeling
Here are the key takeaways from Erin's story that every founder, marketer, or brand builder can learn from.
1. You don't need a business plan to start, but you do need instinct
When Erin started TRIANGl, she and her then-partner weren’t armed with spreadsheets or pitch decks. What they did have was a gut feeling: bikinis were either overpriced or underwhelming, and there had to be a better option.
“It wasn’t strategic. It was... visuals, colours, fabrics. What we liked. It evolved from there.”
They started small, long nights and weekends, designing samples, building a brand look and feel. It took over a year before the first sale. But that first year of slow build laid the foundation for a global wave.
2. Make people feel something
TRIANGl wasn’t just a swimwear label. It was a lifestyle. A vibe. A feeling, of confidence, summer energy, and global cool-girl appeal.
“People would message me saying, ‘I’ve never felt so good in a bikini.’ That was everything.”
Erin now sees that the feeling, not the product, is what created such deep loyalty. Her new brand, DEERING, is built on that insight: helping women reconnect with themselves through style, not trends.
“Fashion is a form of self-care. It’s how you feel, not just what you wear.”
3. Timing matters, but so does boldness
Yes, TRIANGl benefited from lucky timing, launching just as Instagram was becoming the platform for discovery. But it was Erin and her partner’s bold moves that turned it into something real.
Like uprooting their lives and moving to Hong Kong with $10k and no backup plan. Or borrowing money from friends when they ran out of funds. Or choosing to build DTC instead of pursuing wholesale accounts.
“The risk was huge. But that’s what made the reward feel worth it.”
It’s a reminder that luck only takes you so far; it’s the risks that you back with action that build momentum.
4. Be kind to the gatekeepers; it can pay off
One of TRIANGl’s most genius, and most genuine, marketing moves? Sending free product, not just to influencers and celebrities, but to their assistants and stylists too.
“I’d always offer to send something for the assistant too. It wasn’t strategic - I just knew how hard they worked.”
That generosity opened doors. The Kardashians wore TRIANGl without being paid. Kendall, Kylie, Kim, Kris all requested the bikinis directly. The brand became instantly recognisable, largely thanks to Erin’s early gifting strategy and the cult following it built online.
5. Don't scale a brand that doesn't connect with the customer
At its peak, TRIANGl was everywhere, but behind the scenes, Erin admits they weren’t ready for what came next.
“We didn’t have a strategy. We didn’t have a team. We just kept selling more bikinis… and didn’t think about what was next.”
That “offence-only” approach worked, until it didn’t. Erin left the business before it scaled into lifestyle, but she’s now building DEERING with the lessons she learned.
“Growth is great, but not at the expense of your brand’s heart. You can’t scale something soulless and expect people to connect with it.”
6. Exits aren't always a fairytale
For founders, the word exit can sound glamorous. But for Erin, stepping away from TRIANGl meant walking away from her relationship, her co-parenting partner, and the brand she built from scratch.
“I wish I’d stood up for myself more. I wish I’d gotten legal advice. It was messy and expensive.”
Her biggest lesson? Protect yourself. Even when it’s personal. Especially when it’s personal.
“When you’re a founder, your work is your life. So yes, it’s personal. Don’t let anyone tell you it’s not.”
7. You don't need to reinvent the wheel, just the feeling
Erin Deering launched her namesake fashion label DEERING in 2024
Now with DEERING, Erin isn’t trying to disrupt fashion with futuristic fabrics or bold silhouettes. She’s building a brand that helps women feel seen, understood, and good in what they wear.
“It’s not about a new cut of jacket. It’s about the energy. The intention. The story behind it.”
This time, she’s not chasing unicorn status, but building something deeper. A brand that can evolve with the woman wearing it, not just her wardrobe.
Final thoughts
Erin’s business journey it’s a real look at what it takes to build something people believe in, and what can happen when you outgrow the thing you built. The lessons? They’re not just about business. They’re about backing yourself, even when it gets messy.
Want to hear the whole story with Erin? You can listen to the full episode on Spotify, Apple Podcasts, and YouTube now.
You can also visit our Beyond The Fold hub to learn more about the podcast.
