In this interview, we’re excited to discover more about Petra Parovel, the visionary founder of Swy Brand. A mother, wife, director, graduate kinesiologist, and certified nutrition consultant, Petra is driven by a strong desire for success and a courageous heart. Her passion for sports and fitness led her to become a personal trainer and eventually an entrepreneur. In 2020, she founded Swy, a brand that blends style, comfort, and functionality into sports and casual wear designed to empower women at every stage of life. Petra’s journey began with a drive to create something meaningful from scratch, filling a gap in the market for clothing that supports and celebrates women. Swy is also proud to be the Silver Sponsor of Miss Europe Continental 2025, with the exclusive honor of being the sole sportswear provider for all events throughout the year. Let’s dive into Petra’s inspiration behind the brand, her commitment to sustainability, and her vision for the future of Swy.
- Hi Petra, what inspired you to create Swy Brand and what message do you want to convey through your products?
I grew up knowing that if I wanted something more out of life, I would have to find it and build it myself. My family couldn’t help me financially or with advice on how to start a business. I knew that no one would open doors for me and that if I wanted to achieve something big, I would have to have the courage to jump in without fear. I have always believed in myself and in my ability to create something meaningful, and that’s how Swy was born.
The idea for Swy Brand was born from my passion for fitness and the desire to create sports and casual clothing that combined style, comfort and functionality, but with a real added value: the ability to make every woman feel good. When I became a mother, my body changed, and that’s when I really understood how difficult it was to find clothes that fit the different stages of a woman’s life. I realized what was missing on the market and decided to fill that void.
I wanted to create an inclusive brand, suitable for all female body shapes, with clothes designed to adapt as best as possible to different body types and enhance every silhouette. It’s not just about clothing, but a deeper message: it all starts with us – Starts With You. Each of us deserves to feel confident in our bodies, no matter what stage of life we’re in.
Swy is proof that, with determination and passion, you can build something great from scratch.
2. Sustainability is one of Swy’s pillars. How do you combine aesthetics and respect for the environment in your collections?
Sustainability is a path we are working hard on, but we are also aware that, in this sector, no brand can be completely eco-friendly. We do our utmost to reduce our environmental impact and, in the near future, we aim to further improve our approach in this area.
We currently use fully biodegradable packaging and the next collections will be made with recycled materials. Where possible, we include details made from natural materials, but our first priority is to ensure that each garment is durable over time, to reduce consumption and waste. For us, it is essential that the fabrics do not deteriorate easily, that they do not pill, and that the garments remain usable for as long as possible.
We do not accept compromises between eco-friendly materials and inferior quality. We learned this lesson the hard way, when we ordered 4000 leggings in an eco-friendly fabric and 70% of them tore after a short use. This not only caused a huge waste, but also had an even more negative environmental impact: the production had already taken place, the consumption of resources had already taken place anyway, and the product was not even usable. Since then, we have decided that quality comes first. If an ecological material does not guarantee the same resistance and durability, we prefer not to use it, because a garment that lasts for years is always more sustainable than one that needs to be replaced after a few uses.
3. Swy recently announced that it is a Silver Sponsor of Miss Europe Continental. What does this partnership mean for you and the brand?
Being Silver Sponsor of Miss Europe Continental is an important opportunity for us. This collaboration allows us to support and give visibility to women who stand out for their determination and character. We believe that every woman has her uniqueness and should feel valued – it is a message that we want to convey through our products and our community.
4. What motivates you on a daily basis in your work?
What motivates me every day is the passion for what I do and the connection with our community. Swy is not just a brand, it is a movement that is changing lives, not only among those who wear our clothes, but also within our company. I see how our team grows, how people feel part of something bigger, how our work has a real impact.
The thing that excites me the most is seeing how Swy inspires women to believe in themselves more, to feel more confident and to take up space in the world with more determination. It is not just about selling clothing, but about creating an environment where women support each other, where they can feel good just the way they are.
And then there is the deeper part: our mission to leave a positive impact on the world. We want to give something back to society, not only through our commitment to more conscious production, but also with concrete actions. In the last year alone, thanks to our community, we were able to donate €100,000 to charity. This is something we are immensely proud of, because it shows that Swy is not just a business, but a project with a soul. We are changing our environment, giving value to people and leaving a positive mark. This is the true essence of Swy.
5. Looking to the future, what are Swy’s plans for the coming years, both in terms of collections and new collaborations?
For the future, we are working on new collections, increasingly performing and elegant, and on strategic collaborations that will allow us to expand the brand. Furthermore, we want to strengthen our presence in Italy, a market that we care about a lot. We live very close to Italy, and it is a country that I feel is part of my culture, because it had a great impact on my growth.
6. If you had to give advice to someone who wants to pursue a career similar to yours, what would you say?
To those who want to take a path similar to mine, I would say to always believe in your vision and not give up at the first difficulties. It is important to be consistent, listen to your audience and, above all, have the courage to stand out. Success comes with constant work, passion and the ability to adapt to challenges.
Thanks for
Pictures: Mateja Šafhalter – Daria Osipova – LiparDesignPhotography
Make-up artist and hair dresser: Tea Bratina
Locations: Slovenia & Italy
