How it started


During my travels through Southeast Asia I fell in the love with the ocean. Every highlight from my trip had to do with the ocean: scuba diving with a whale shark, snorkeling with 3-meter manta-rays and swimming with giant sea turtles.
However, I was heart-broken by the amount of plastic I came across in the sea and on the beaches. Somedays there was so much plastic on the beach it was hard to see the sand beneath it. I knew I wanted to make a difference and to cut a long story short Smile & Wave was born.

- Leonie Flin, Founder Smile & Wave

The Concept - wearing is caring


More than 8 million tons of plastic ends up in the ocean every year, each year people! Researchers say at this rate by the time it's 2050 we will have more plastic in the ocean than fish! Smile & Wave wants to make a difference and I believe you can too. With my ocean brand I want to create awareness whilst making beautiful products. S&W gives 10% of all profits to ocean and marine life causes. By wearing these products you can look good whilst contributing to an ocean with less plastic. Show you care about our ocean, because in this case wearing really is caring!



All the products are hand printed and made from 100% organic cotton and water based ink. I use recycled paper for packaging and promotional items as much as possible. And I definitely don't use any plastic!


All designs have been exclusively created by Leonie Flin.



S&W products are available in the following stores


Collectiv by Swan 
Breestraat 109
2311 CL Leiden


Den Haag
Collectiv by Swan
Schoolstraat 20-22
2511 AX Den Haag