Australian swimwear label Frankii Swim has undergone a brand refresh and is now named Iixiist (pronounced exist).
Founded in 2012 as a side hustle by then university student Rebecca Klodinsky, the brand has since found success and amassed a cult following thanks to celebrity endorsements from Kim Kardashian West, Rihanna and Kylie Jenner.
Eight years on with Klodinsky still at the helm as director and designer, the brand has undergone a makeover to become Iixiist due to the popularity of the name Frankie on Instagram.
In a statement, Iixist said that the new names gives a nod to the brand DNA while also creating a new identity for the business.
"In 2020 Frankii swim becomes Iixiist - stepping out of the shadows to fully exist.
"The name Frankie is all over Instagram, the internet and in stores. Clothing, coffee, skincare, swim.
"Iixiist maintains the 'ii' as homage to its initial name and to its DNA.
"Iixiist is a stronger name reflecting a more confident identity through bolder and stronger colours whilst staying true to the foundations of the brand: seamless swimwear that is easy wear, intended to be worn forever."