Is it the sporty silhouettes designed with wave riding in mind? Is it the sun-protective fabrications made to fit, flatter, and feel good? Is it the color choices, the shore-to-street sensibility, the inexplicable way a piece can make you feel…confident?

For our newest brand, Rashi World, it’s all of this…and then some.

Born in Bondi Beach and freshly launched in 2025, Rashi World makes pieces that “can be shared, layered, worn differently and kept for years,” as founder Anna Feller artfully puts it. Designed with unique colorblocking, sculptural silhouettes, and wear-anywhere styles infused with a mix-and-match mentality, each piece embodies a fashion-meets-function ethos. With styles sporting UPF 50+ coverage, blocking 98% of harmful UV rays, the brand is a champion of fashionable sun protection and makes styles made for (to quote Anna once again) “moving between the beach, cafés & restaurants, work, travel and home.”

In celebration of FP Movement carrying this exciting new brand, we got to chat with Rashi World founder, Anna Feller, all about the brand’s foundation, its unique take on stylish activewear, and the bold, colorful, wear-anywhere world she’s building.

FP Movement: Thank you so much for chatting with us! Would love to hear a little bit about your background and what led you to start Rashi World.

Anna Feller: Thank you so much for having me. As a young girl Free People was always my favourite place to shop so it’s with total excitement to launch Rashi into the US with such an amazing group of people! I spent over twenty years modelling, travelling constantly between the best beaches globally and fashion capitals whilst living out of a suitcase. I still spend a huge part of my life on planes, and when you travel as much as I do, you learn to rely on pieces that are easy and functional!

That experience I must say made me think differently about clothing. I became fascinated by technical fabrics and how they could perform while still feeling elevated. Rashi began with swim because it was the most obvious place to solve that problem. Living in Australia we spend so much time in the ocean…but the vision has always been much bigger.

FPM: You say that “Rashi is more than swimwear,” that it’s also a “reflection of the ocean and the people who move with it.” How does this ethos inform your designs?

AF: Movement is at the heart of every decision I make. I’m designing for people who are constantly transitioning between places, climates, work, travel and the people who want to submerse themselves in water. I’ve launched using Carvico’s Vita Power because it offered the level of performance and comfort we were looking for, but our long-term vision is to continue exploring different technical fabrications that solve different needs. UPF IS SO EXCITING! We see fabric innovation as an ongoing part of our design process, not something that’s fixed to a single category.

FPM: These pieces have such bright colours and unexpected silhouettes, something that feels like it’s often missing from more technical surf pieces. Why do you think rashguards and other technical swimwear historically became disconnected from fashion?

AF: Technical clothing has traditionally been designed around function, while fashion has focused on expression. I love colour and I love colour blocking! I feel that sets Rashi apart from whatever else is happening at the moment. It’s exciting, it gives a great nod to 90’s surf culture, and makes colour fun again! I think those two worlds are finally starting to meet. I hope I am sending that message with Rashi in my debut year! Performance fabrics have evolved enormously, it’s a very exciting time!

”Living in Australia we spend so much time in the ocean…but the vision has always been much bigger.”

FPM: Australia has such a strong swimwear identity already. What did you feel was missing from Australian swim culture that led you to want to create your own line?

AF: Australia has an incredible swim culture–there are so many cool brands coming out of here, but I felt there was room for pieces that reflected the way people actually live. We don’t just swim, we spend entire days moving between the beach, cafés & restaurants, work, travel and home, Rashi is a lifestyle. Australia’s sun is harsh and globally this needs to be something that is talked about more often. I want to help spread that awareness.

FPM: You refer to “designs that move easily between places, people & generations.” What drew you toward a more unisex design?

AF: I’ve always been drawn to timeless pieces rather than anything trend driven. Growing up with brothers definitely influenced that. The best things in my wardrobe are often the simplest and things I’ve stolen from ex boyfriends or my brothers’ wardrobes. I love unisex pieces. They are my favourite pieces from the collection! I wanted Rashi to feel like that - pieces that can be shared, layered, worn differently and kept for years.

FPM: It feels like Rashi World is intentionally tied to freedom, movement, and coastal living rather than just swimwear. Was building a “world” around the brand always part of the vision?

AF: Always. Swimwear was simply the beginning. We’re really interested in building a wardrobe around performance fabric pieces that move through different environments and different parts of your life with ease. The ocean is our starting point because it’s where I feel most connected. The ocean has saved my life on many occasions.

FPM: What feeling do you hope people associate with Rashi World? How do you want them to feel when wearing these designs?

AF: I hope they feel unrestricted. Comfortable enough to forget they’re wearing something technical, confident enough to wear it anywhere, and inspired to spend more time outdoors.