IF YOU like to coordinate your cocktails with your bikinis, the London-based brand Matchbox Bikini is the brand for you. Started by Ellie Pritchard and Gabby Jones, the foundation of the company is an ode to Ellie’s father and the beach babe he came across in the ‘60s, who kept her bikini in a matchbox.
Fast-forward, and inspired by this story, the girls founded a label that offers their take on the itsy-bitsy teenie-weenie bikini. Expect a stylish amalgamation of the killer decades, combining the retro essence of the ‘60s and the sexy nostalgia of the ’90s with a dash of contemporary playfulness, resulting in the perfect swimwear for carefree getaways. Ellie tells us more about her father’s story, and how she’d like the company to evolve.
Tell us about the start of Matchbox Bikini and the story that inspired the brand?
The inspiration for Matchbox Bikini comes from a story my father shared with me—a moment from the 1960s when, as a young boy, he watched in amazement as his father’s girlfriend pulled a bikini out of a tiny matchbox at the beach. That memory, filled with surprise and ingenuity, has always fascinated me.
When I founded Matchbox Bikini with my co-founder Gaby, we aimed to capture that magic. Our bikinis are designed to fit inside matchboxes, blending retro charm with modern style. It’s our way of honouring a cherished family memory while offering something unique and playful for today’s adventurous woman. Matchbox Bikini is about more than just swimwear—it’s about embracing the unexpected and carrying a little bit of beachside magic wherever you go.
What’s the concept?
Matchbox Bikini is all about practicality without sacrificing style. Our bikinis are not just beautiful; they’re designed to fit neatly into a matchbox, perfect for the modern jetsetter who travels light. We love the idea of creating more than just swimwear—we’re creating a statement piece that also caters to a love for organization. The geometric element of stacking these bikinis adds an extra layer of satisfaction, making packing a delight.
How does the process start?
Every bikini starts with a colour combination that tells a story. We love experimenting with contrasting colour strings to bring our designs to life. Once we land on the perfect palette, we choose a name that reflects the mood or inspiration behind the colours. For example, “La Dolce Vita”—our sunny yellow bikini—was inspired by the golden days of Italian summers, filled with lemonade and leisurely afternoons.
Are there any plans to add to the line?
This year is particularly exciting for us. We’re expanding our line with four new colourways and an exclusive collaboration with a world-renowned band, which we can’t wait to unveil in the coming weeks. Our focus remains on delivering quality and uniqueness to our customers, making each piece special and telling a story.
How you’d like the brand to evolve?
Our dream for Matchbox Bikini is to grow beyond our current offerings. We envision expanding our collection to include multiple colourways and different styles, including one-pieces. We aim to be the go-to bikini brand for those who value both style and organisation.
Which bikini and where will you be wearing it next?
Next up, we’ll be wearing our Tennis Lessons bikini in Lake Como. We’re looking forward to hitting the iconic tennis courts by the lake—it’s going to be heaven!
Where can we buy?
We’ve chosen to focus on direct-to-consumer sales, allowing us to connect directly with our customers and understand their needs. Currently, our bikinis are available online and through our only retail partner, The Go-To, who share our values and vision.
by Felicity Carter
Shop the brand on thegoto.com and matchboxbikinis.com.