Uploaded March 2022 | Updated September 2026, 3 weeks ago
Emma Bäcklund has always been obsessed with water. As the owner of sustainable swimwear brand U&I Label, she seeks inspiration in the raw and rugged coastline of the Great Ocean Road.
Having grown up in a small village in rural Sweden, Emma saw her first stretch of Australian sand – Thirteenth Beach, at Barwon Heads – when she travelled with a university surf group from Melbourne to the Surf Coast. 'It was really beautiful seeing the waves,' she says. 'I bought a van and massive longboard so I could make it down to Torquay, to start surfing again.'
Torquay is now home to Emma, partner Felix and their two-year-old son, Hendrix. She works as a freelance graphic designer and photographer, while running U&I Label, which she co-founded seven years ago. She seeks inspiration from her coastal community and Great Ocean Road. Emma's love of water is threaded into multiple facets of U&I Label – from the designs and colour palette, to the brand's commitment to sustainability.
It's makers like Emma that are ready to reignite that sense of adventure and connection that happens every time you travel. With a wealth of experiences on offer, the Great Ocean Road is a place where the art of nature is on full display.
Emma Bäcklund has always been obsessed with water. As the owner of sustainable swimwear brand U&I Label, she seeks inspiration in the raw and rugged coastline of the Great Ocean Road.
Having grown up in a small village in rural Sweden, Emma saw her first stretch of Australian sand – Thirteenth Beach, at Barwon Heads – when she travelled with a university surf group from Melbourne to the Surf Coast. 'It was really beautiful seeing the waves,' she says. 'I bought a van and massive longboard so I could make it down to Torquay, to start surfing again.'
Torquay is now home to Emma, partner Felix and their two-year-old son, Hendrix. She works as a freelance graphic designer and photographer, while running U&I Label, which she co-founded seven years ago. She seeks inspiration from her coastal community and Great Ocean Road. Emma's love of water is threaded into multiple facets of U&I Label – from the designs and colour palette, to the brand's commitment to sustainability.
It's makers like Emma that are ready to reignite that sense of adventure and connection that happens every time you travel. With a wealth of experiences on offer, the Great Ocean Road is a place where the art of nature is on full display.
