Who is Fit & Folly?
We’re a boutique born from one simple idea: shopping for swim and activewear shouldn’t be complicated — and it definitely shouldn’t feel intimidating.
From awkward change rooms to endless online returns, we’ve seen how hard it can be to find pieces that actually fit and feel good. That’s why we set out to create a space — both in-store and online; where women can shop confidently, without the stress.
What started as a local store in Shepparton has grown into a carefully curated online destination for women who want clothes that fit properly, feel good, and work for real life.
We handpick every piece from trusted brands like Seafolly, Cartel & Willow, Nike, Jets, Lorna Jane and more — labels that understand comfort, cut, and consistency.
What We Stand For
At Fit & Folly, it’s never been about having more — it’s about choosing better.
From the way your clothes fit to how they feel in your day-to-day, our approach is simple: thoughtful pieces, trusted brands, and a shopping experience that actually makes sense.
FIT COMES FIRST
We don’t believe in compromise when it comes to fit. Whether it’s swim, active, or everyday wear, everything we stock is chosen because it fits well — and feels even better. We back brands that understand real bodies, thoughtful design, and the difference a good fit can make to your day.
Carefully curated
You won’t find racks of filler here. Every piece we carry has been handpicked for its quality, comfort, and wearability — with brands we trust and styles that work for real life. We only stock what we’d wear ourselves, so you can shop with confidence (and less overwhelm).
Made for Real Life
You’re juggling workouts, workdays, weekends away — and everything in between. Our range is designed to move with you, not hold you back. Wear it your way, wherever the day takes you.
MEET THE FIT & FOLLY TEAM
We're the people behind the racks, the edits, and the try-on advice. Based in Shepparton, our close-knit team brings together style know-how and a shared mission: helping women feel confident in pieces that fit, flatter, and feel like you.
Whether it’s online or in-store, we’re here to keep it real — and make it easy.
Team F&F x
