Our story
Welcome to Appareldise
The journey to Appareldise began in 2017, when I realised something was missing. I kept seeing the same kinds of designs over and over — vague, generic, surface-level. They said “island,” but not this island. Not the Bermuda I knew. That’s when I began sketching my first design (see image).
I wanted something different. Not just pink sand and blue water, but the people, the rhythm, the culture. I didn’t want to design for Bermuda — I wanted to design from it.
In 2019, as part of BEDC’s Summer Student Entrepreneur Program, I shared my first official design at Harbour Nights. I’ll never forget the reactions — especially one little girl who was instantly captivated, reaching for the shirts with pure excitement. When she and her mom learned that kids’ sizes weren’t available at the time, their excitement quietly faded — and that moment stayed with me. It was then I realised it wasn’t just a design. It was a connection.
Then life took over. I went off to study architecture, which rewired how I saw everything. I stopped thinking like an artist and started thinking like a designer. I learned that design is a form of communication — it’s how we tell stories without needing to explain. And that’s what I came back to do.
Now, Appareldise is evolving into something deeper. It’s not just about T-shirts or souvenirs — it’s about capturing the feeling of Bermuda in a way that speaks to everyone. Tourists who want to take a memory with them. Locals who want to feel seen. Bermudians abroad who crave a piece of home. We’re here to design not just what Bermuda looks like — but what it feels like.
As Hubert Smith sang in “Bermuda Is Another World,”
“Turn around and you’ll be gone, but there’ll always be a memory that will linger on and on.”
That’s what Appareldise is — a memory you can wear.
A little piece of home that stays with you.
Because Bermuda looks sooooo good on you :)
-Xela Swan
(Designer & Founder)
At Appareldise, our mission is to celebrate Bermuda — through bold, authentic designs that reflect the island’s true spirit. We create thoughtful, high-quality products that speak to locals, tourists, and anyone who calls Bermuda home, offering a fresh take on what island pride looks and feels like. Whether it's nostalgia, joy, or cultural discovery, our designs are made to connect people to the Bermuda they know — or didn’t know they were missing.
