About Goja the label
Meet the founder
I’m Jasmin Setoe, the founder of Goja The Label. Born and raised in the Netherlands, I originally pursued a degree in Healthcare Management, but I’ve always been drawn to creativity. My passion led me to study interior design, and now, I’ve found my true creative outlet in designing timeless, elegant swimwear.
Beyond fashion, I’m an animal lover and someone who feels happiest when surrounded by sun, sand, and the sea. That connection to nature is woven into every piece I create. Through Goja, my mission is simple—to help women feel confident, empowered, and effortlessly beautiful, no matter where their adventures take them.
The Story Behind Goja
Goja was born from my love for travel, nature, and timeless design. In 2019, during a trip to Bali, I discovered beautifully crafted swimwear that felt both luxurious and effortless. The quality, the fit, and the attention to detail stood out to me. However, when I returned to Europe, I struggled to find bikinis that offered the same high standards without an excessive price tag.
This gap in the market sparked an idea—what if I could bring sustainable swimwear to Europe, made with eco-friendly fabrics and ethical production practices, without the excessive price tag?
Years later, in 2023, a trip to Cape Town further shaped my creative vision. I was captivated by the earthy tones of the landscape—the warm browns of the terrain, the soft ivory shades of the sand, and the effortless elegance of nature. These natural elements became the foundation of Goja’s signature color palette, designed to complement every skin tone and evoke a feeling of understated luxury.
The Mission Behind the Brand
From the beginning, my goal with Goja was clear: to create high-quality swimwear that is both timeless and accessible. Many premium brands price their bikinis well above €150 per set, while more affordable options often compromise on fit, durability, and sustainability. . I wanted to bridge this gap by offering ethically made, sustainable swimwear for around €100 per set—luxurious yet accessible pieces designed to be wardrobe staples.
Fit was also a priority. I spent months testing different cuts on a variety of body types to ensure that each Goja bikini offers both comfort and confidence. A swimsuit should feel like a second skin—flattering, supportive, and designed to move with you, whether you’re lounging on the beach or diving into the ocean.
Why choose Goja?
Goja is more than just a swimwear brand—it’s a commitment to quality, sustainability, and ethical craftsmanship. Unlike fast fashion or mass-produced swimwear, every Goja piece is created with intention and care.
Sustainable & Ethical Production
Each bikini is produced in Bali’s only solar-powered swimwear factory, ensuring that our production process has a minimal environmental impact. We use recycled fabrics made partly from ocean waste and crafted from recycled plastic bottles. Our commitment to sustainability extends beyond materials—we also use biodegradable packaging, and ethical labor practices.
Woman-Run, Small Business
Goja is a European swimwear brand founded by a woman, for women. I believe that luxury doesn’t need to be exclusive or wasteful. Every collection is thoughtfully designed to empower women, embrace confidence, and celebrate the beauty of nature.
Designed for Longevity
Rather than chasing trends, Goja embraces timeless, minimalist bikini designs that never go out of style. Each piece is crafted to be a staple in your swimwear collection for years to come, ensuring that you invest in quality over quantity.
Supporting a Greater Cause
At the heart of Goja is a dedication to giving back. A portion of every sale supports grassroots organizations in Bali that focus on ocean conservation, women’s access to education, and community development.
When you choose Goja, you’re not just investing in a beautiful, ethically made bikini—you’re supporting sustainable fashion, fair labor practices, and a brand that truly cares.
Welcome to Goja
With Goja, you’re not just wearing swimwear— a space where confidence, elegance, and empowerment come together.