Beyond Sunscreen: How Two Perth Sisters Are Redefining Sun Safety With Itoko

For most parents, sunscreen is just part of the routine. Slather, chase, negotiate, repeat. It’s messy, it’s relentless, and on long beach days it can feel like a full-time job in itself. For two Perth sisters and mums, that daily frustration became the spark for something bigger.

Itoko was born not from a business plan, but from lived experience. From sunburnt memories, sandy toddlers, endless sunscreen battles and the quiet realisation that for active kids, sunscreen alone simply isn’t enough.

“We were spending long days outside with the kids and it just became obvious,” the sisters explain. “Their skin is so delicate, and even when you’re doing everything right with sunscreen, it still doesn’t feel like enough. That’s when we realised proper coverage had to be part of the solution.”

Raised in the country and shaped by a childhood spent outdoors, the sisters grew up bushwalking, swimming and living under the big Western Australian sky. That love of fresh air never left them and now, as mums, they’re raising their own children the same way. Always outside. Always active. Always moving.

And that lifestyle is exactly what Itoko was designed to support.

From Frustration to Function

The idea behind Itoko came directly from the sisters’ own parenting reality. Sunscreen battles had become tedious, especially with young children who just wanted to play. Their mum had always been deeply sun conscious, so the answer, in hindsight, felt obvious.

“Covering them up just made sense,” they say. “It meant less stress, less reapplication and more freedom for the kids to just be kids.”

What surprised them most was how little existed on the market that truly ticked all the boxes. They wanted swimwear that was sun safe without being restrictive, practical without being boring, and protective without adding more work for parents.

“When we realised we couldn’t find what we needed, we decided to do it ourselves.”

Why Bright Became Non-Negotiable

One of Itoko’s most distinctive features is its use of bold, high-contrast colours. It’s a design choice that immediately stands out, but for the founders, it’s about far more than aesthetics.

Water visibility became non-negotiable through testing fabrics and speaking with other parents. The more they learned, the clearer it became that most children’s swimwear was working against parents, not for them.

“When kids go underwater, bright colours are the easiest to spot,” they explain. “But when you look around, especially at boys’ swimwear, it’s almost all black, navy, blue or green. Those colours disappear in pools, rivers and murky water.”

That concern hit home after a close friend’s child fell off a jetty into murky water while wearing dark clothing.

“They couldn’t see him at all. It was incredibly distressing and that moment stayed with us.”

From then on, bright wasn’t a design trend. It was a safety decision.

“Bright just makes sense. It’s safer, it’s easier for parents to keep eyes on their kids, and as a bonus, children actually love wearing bright colours.”

The Lightbulb Moment for Parents

One of the most rewarding parts of building Itoko has been watching parents connect the dots.

“So many parents say, ‘I’ve never thought about swimwear from a safety perspective before,’” the sisters share. “You can actually see the lightbulb go on.”

Once parents consider visibility in water, especially in busy pools or rivers, it becomes impossible to ignore.

“They’ll say, ‘Now I can’t unsee it.’ From that point on, bright feels like the obvious choice.”

It’s a reminder that sometimes the most powerful ideas aren’t complicated, they’re just overlooked.

Designed for Australian Summers

Growing up in Western Australia means growing up with sun exposure. The sisters still remember summers spent burnt, peeling and uncomfortable, experiences that shaped their approach to Itoko in a very personal way.

“We remember the sleepless nights, the burning skin, the freckles and the sun damage we now carry into adulthood.”

As mums, they were determined to break that cycle.

Australian summers influenced everything about Itoko, from fabric selection to coverage and durability. High UPF fabrics were non-negotiable. Coverage needed to be generous but wearable. And the pieces had to withstand salt, sand, chlorine and endless movement.

“If we can reduce even a small amount of exposure and make protection easier for families, then we’re doing something meaningful.”

The Hardest Part Was the Waiting

Turning a shared frustration into a physical product wasn’t easy, but surprisingly, the hardest part wasn’t the design or testing.

“It was the waiting,” they admit.

Once everything was finalised, there was a long stretch where the work was done, but the stock hadn’t arrived.

“We’d lived with the idea for so long, and we were just desperate to hold it in our hands.”

When the first shipment arrived, it was emotional.

“That was the moment Itoko felt real.”

When It Became More Than Swimwear

Since launching, the messages from parents have been a constant source of reassurance.

“So many parents take the time to write and tell us how much they love the pieces. That never gets old.”

But one moment stood out.

“Parents started sending photos of their kids wearing the suits not just at the beach or pool, but to school drop-off.”

Seeing children choose to wear Itoko as part of everyday life changed everything.

“It showed us it had become more than swimwear. It was something they felt comfortable and confident in.”

Thoughtful details, like minimal seams and no tags, also made a difference for sensory-sensitive children, something the sisters hadn’t anticipated but deeply value.

Choosing the Slower Road

Small-batch, eco-conscious production was a deliberate choice, even though it meant slower growth.

“As mums, we’re already thinking about the world our kids are growing up in. It didn’t feel right to create something for children that added unnecessary waste.”

Producing in small batches allows the brand to stay intentional about quality, materials and impact.

“It’s a slower road, but we can stand behind every piece knowing it’s been made thoughtfully.”

Changing How Kids Think About Safety

For their own children, sun protection and water safety have become instinctive.

“They’ll ask to put their Itoko suits on before we even mention it.”

Sometimes the kids even wear their suits to a friend’s house so they can jump straight into the pool.

“That ease is exactly what we hoped for. Protection that fits into real life without constant reminders.”

What Itoko Gives Mums

Beyond peace of mind, the sisters hope Itoko gives mums something just as valuable.

“Breathing room.”

Less arguing. Fewer tears. Less mental load.

“If it means mums can relax a little more, stay present and actually enjoy those moments instead of managing them, then that’s everything to us.”

Because sometimes, the biggest innovation isn’t just a product. It’s the feeling of knowing your kids are protected, and you can finally exhale.

You can place your order via their website.