Meet Geneviève Forgues Lapointe, the visionary founder and designer behind The Thirties, a Quebec-based brand that invites women to celebrate their beauty and confidence through elegantly designed swimwear and beachwear. Alongside her talented team—Yanique Fillion, who oversees artistic direction and marketing, and Véronique Péloquin, who specializes in photography—
What is the name of your company, and what does it do?
The Thirties is a Quebec-based brand offering swimwear and beachwear designed and manufactured in Canada. We specialize in fit, and each piece is meticulously crafted to provide optimal support, a flattering cut, and exceptional comfort. We focus on premium fabrics, timeless designs, and craftsmanship that truly enhances all body types.
What motivated you to do this work?
We noticed a gap in the market for elegant, flattering, and well-fitted swimsuits for women who don’t identify with teenage styles or overly classic cuts. As fit experts, we wanted to offer pieces that combine comfort, quality, and femininity, allowing women to feel beautiful and confident no matter how their bodies evolve.
What problem did you aim to solve with this business?
Many women struggle to find a swimsuit that fits perfectly, provides good support, and doesn’t go out of style after just one season. We wanted to create an alternative to fast fashion by focusing on quality, durability, and precisely designed cuts that adapt to each woman’s shape while enhancing their silhouette with optimal support.
Who are your customers/target demographic?
Our customers are women who prioritize quality, fit, and durability. They are confident, stylish, and value well-being, skincare, and responsible fashion. The Thirties caters to mothers who no longer identify with swimsuits designed for teenagers—but not exclusively. Our swimsuits are made for anyone seeking the perfect fit, without compromising elegance, femininity, and comfort.
How does your business generate revenue? How does it work?
We sell exclusively online through our website. This model allows us to offer high-end swimsuits at a fair price while maintaining complete control over production and the durability of our pieces.
Where can people find your brand in the city?
We are primarily an online brand, but we occasionally host pop-up shops and collaborate with select boutiques. Our customers can follow us on social media to stay updated on upcoming events.
What is the best question a potential customer could ask when comparing different brands? What would be your answer?
What sets your swimsuits apart from other brands?
Our expertise in fit makes all the difference. We invest a significant amount of time and resources into perfecting our patterns to ensure optimal support and a flattering fit. Our double-layered fabrics provide a shaping effect, our elastics stay in place without digging in, and our tops offer excellent support—some customers even wear them as sports bras! Plus, we use high-quality recycled Italian fabric that is durable and resistant to sunscreen and oils.
What is the best part of your job? And the most challenging?
The most rewarding part of this job is seeing women feel beautiful and confident in our swimsuits. It’s incredibly fulfilling to know that we’re helping them improve their relationship with their bodies. The most challenging aspect is managing production—maintaining a high level of quality while staying true to our sustainability values is a constant challenge.
Do you have a fun anecdote about your work?
Rather than a joke, here’s a funny reality: people often assume that working in swimwear fashion means being on vacation all year… when in reality, we spend more time perfecting our patterns for the perfect fit than at the beach!
Where can people follow you?
Follow us on Instagram @thethirtiesbygk and explore our collections on our website.
PAY IT FORWARD: What is another local business you love?
We love *Dans le sac*, a local company that shares our values of sustainability and responsible consumption. Check out their beautiful eco-friendly products here.
