WTF – Erin Deering

In a recent episode of With the Fox, Erin Deering, the co-founder of the iconic Triangl swimwear brand, shared her incredible journey. From launching a bikini empire to navigating the highs and lows of entrepreneurship, motherhood, and reinvention.

In 2012, Erin and her then-partner Craig Ellis identified a gap in the swimwear market. At the time, options were limited to either high-end designer pieces or surf brands, with nothing catering to the mid-tier, fashion-conscious consumer.

“I wasn’t a swimwear person, but I couldn’t find anything that suited me. There was either $200 Zimmermann bikinis or surf brands – nothing in between.”

With just $10,000 in savings, they moved to Hong Kong, immersing themselves in the grueling process of sourcing materials, designing, and manufacturing. The early days were far from glamorous—long factory trips in rural China, language barriers, and financial strain. But their persistence paid off when they introduced neoprene bikinis, a game-changer that set Triangl apart.

Before influencer marketing was a formal strategy, Triangl pioneered it – gifting bikinis to women without expectations. This approach led to Kendall Jenner organically posting in a Triangl bikini after seeing her friends wear them.

“We gifted all of Kendall’s friends but didn’t send her one. She got jealous and reached out – that’s what catapulted us.”

At its peak, Triangl was selling 2,000 bikinis a day, generating nearly $1 million a week in revenue. But rapid success came with challenges: scaling operations, counterfeit issues, and the emotional toll of running a high-growth business.

The Reality Behind the “Overnight Success”: Erin debunked the myth of the “unicorn business,” emphasizing the relentless work behind the scenes:

“People want that ‘overnight success,’ but you don’t actually want it. It’s impossible to scale infrastructure mindfully when everything needs to be done yesterday.”

After exiting Triangl, Erin faced a four-year legal battle with her co-founder, a period she describes as one of the toughest in her life.

Now, Erin is building Deering, a fashion brand focused on how clothing makes you feel rather than just how it looks. Unlike Triangl’s rapid rise, Deering is a slower, more intentional venture.

“I don’t want to replicate Triangl because it wasn’t an enjoyable experience. This time, it’s about purpose, not just profit.”

 

Erin also ventured into politics, running for Deputy Lord Mayor of Melbourne as an independent. Though she didn’t win, the experience gave her a behind-the-scenes look at the political world—one she found both fascinating and flawed.

As a mother of four, Erin prioritizes family and self-care, dropping social obligations to maintain balance.

“You can’t have all three buckets—work, family, and social life—full at once. I drop social life so I can focus on work and my kids.”

 

Erin’s story is a testament to resilience, reinvention, and the importance of enjoying the journey.

“These are the good days. One day, I’ll look back and realize this was the best time.”

For more insights, listen to the full episode of With the Fox and follow Erin on Instagram @erinkderring and her new business journey at Deering.