In the Haven with Reilly Kurg: Founder of Reilly the Label

Written & Interviewed By : Hannah Corbett

When I first sat down to chat with Reilly Krug, founder and creative director of Reilly the Label, I knew I was in for an inspiring conversation. Her bright, big windows overlooking the Hudson River of her Manhattan apartment is what I was greeted with, and of course, Reilly. Being a consumer of the brand, and a fan of hers myself, I was anticipating to be even more influenced than before. But what I didn’t expect was just how much passion, grit, and determination she would bring to the table.

“I’ve always wanted to have my own brand,” Reilly tells me. “It was just a matter of timing and patience.” And patience is something she definitely needed. Unlike many designers, she didn’t come from a traditional fashion background—she studied strategic communications in North Carolina. But fashion was always in her DNA. From working retail jobs to styling her friends for nights out, she has always had an eye for what looked and felt good.

Her swimwear brand, Reilly the Label, was born out of her lifelong love of bikinis.

“ I was the girl that would buy all the bathing suits, seriously like I had an entire drawer full.”

“I grew up in a swimsuit,” she laughs. “My parents met through competitive water skiing, so being by the water has always been a part of my life.” When it came time to launch a brand, she debated between swimwear and satin sets but ultimately saw a gap in the swimwear industry that she knew she could fill.

It wasn’t an easy decision to dive into entrepreneurship, though. “Right out of college, I had to be super careful with money,” she admits. “I also had a lot of people telling me what I should and shouldn’t do.” But knew she had to trust herself. “If I believe in something, I go for it,” she says confidently.

Behind the Bikini

One of the reasons I love Reilly the label is because of the love behind the brand. And if we’re being honest—putting on a bikini can feel incredibly vulnerable. Reilly knew that. “I wanted to create more than just cute swimwear,” she says.

“I wanted it to carry a message of self-love.”

That’s why every piece from Reilly the Label comes with an affirmation tag reminding you that you’re loved, you’re enough, and you’re beautiful. She tells me that, that’s not just some random quote that she threw down on a tag, but it’s something she says to herself day in and day out. A saying that has gotten her through some of her tougher days.

As someone who has struggled with body image in the past, Reilly is deeply passionate about making swimwear that helps women feel confident. “There’s literally nothing worse than putting on a bikini and feeling uncomfortable,” she says. “I want people to put on one of mine and feel like their best self.”

Designing for Confidence and Style

Reilly’s bikinis aren’t just about the fit—they’re about making a statement. “I love the idea of a bikini being a full outfit,” she explains.

“I want you to throw one on and feel like you’re already accessorized.”

That’s why many of her designs feature embellishments—hearts, buttons, unique touches that make each piece feel extra special. Her inspiration? Everything from her morning coffee cup to the streets of New York. “I’ll take pictures of random color combinations I love and save them for future designs,” she says. “It’s the little things that spark ideas.”

She picks up a light pink dish with a brown tortoise hair brush in it, and a brown Rhode lip contour. “I love these colors together, and it’s just something that was sitting in front of me that gives me inspiration.”

When it comes to sizing, she’s made big improvements since her first collection. “I realized right away that some sizes weren’t as inclusive as they should be,” she explains. “So I changed the grading and made sure the new collection is way more accommodating.”

Community, Ethics & the Future

At the heart of Reilly the Label is community. Most of her pieces are made in the U.S. with sustainability and ethical production in mind. “I wish I could sell bikinis for $20, but creating quality, ethical pieces costs more,” she explains. “I want people to feel good about what they’re buying.”

“I think that I wanted to create something that was sustainable, and I also wanted to create something that was ethical, and I wanted to create something that had more value beyond the product itself”.

She explains to me that this is an investment that she decided to take on for herself. “I'm not making one dollar for my label yet...I don't think people realize that.” She exemplifies that she's reinvesting every single profit she makes right back into the label.

At this point in the interview, I realized that values are a huge part of herself and the brand. When I asked what her main values are I knew she meant them. “I think my largest values are authenticity, patience, and showing appreciation for others.” “I think recognizing what others are doing is really, really, really important and not really practiced enough... And I think believing in yourself is something that has allowed me to be who I am.

She tells me that she doesn't think she would be anywhere that she is right now if she listened to anyone's opinions.

“I was told not to quit my PR job that I was only at for six months when I had just graduated, I was like, okay, yeah, right. That makes sense. Totally hear you, and maybe that is true, but, just believe in me”.

RTL GIRLS

Knowing that community is so important, I was curious about her ideal customer. “I think it's a girl that likes to have timeless pieces but also likes to incorporate trendy pieces. It's the girl that is in high school, in college, right out of college, living in a city or living by the water.”

“Someone that's easily influenced, but not influenced... I think it's hard to say, especially with swimwear. Likes scrolling on TikTok, likes to see people's daily routine, she likes to go to pilates, she puts face masks on, little things like that...I think it's the girl just like us”. She tells me she can't wait until she sees RTl on a girl in public. “I just want it to be the it girl brand. I want to be able to walk on the streets of New York and see someone wearing the brand... Yeah, that's a dream for sure”.

Whoever the person is that buys her bikinis, I can tell that she truly wants her community to feel beautiful.

“ I want people to feel sexy but girly, to feel beautiful. I want people to put it on and kind of be like why am I wearing something else.

Reilly tells me that she’s gotten multiple DM’s, saying something along the lines of ‘I just need you to know that like I'm taking off other bathing suits to put yours on’.

Made for you to Wear

Aside from the bikinis, Reilly has expanded into ready-to-wear pieces, or I should say Made-FOR YOU- to -wear. Like rugby shirts, sweaters, hoodies, satin sets, and shorts.

“I want Reilly the Label to be a lifestyle brand,” she says. “Something you can wear beyond the beach.”

I couldn't help but mention how much I love my RTL Rugby Shirt, sweater and knit shorts. And how I was so pleasantly surprised, and a little shocked, at how well everything fit me like they were made just for me.

“Yes!” She says “I probably could wear all three of the sizes because it's really just dependent on how you want it to fit, that’s the self-love aspect..where it's gonna fit, you know?

She’s also focused on making each piece adaptable. “The satin tops can be worn super fitted or looser, depending on how you tie them,” she explains. “And the pants have an elastic waist so they’re comfortable all day long.” Something to look forward to she tells me is a new bikini design! “ I'm also really excited to not just have solid colors, more bikini-like patterns”. She tells me to expect some new designs, prints and more stuff for this summer that's going to be a fun and different change.

After over an hour of learning more about Reilly and RTL, and laughing that our dogs share the same unique name. I was convinced that they are going to go the distance. After we hung up our video call, I couldn't help but be so delighted and admiring her, for her efforts and passion. It wasn't just another influencer slapping their name on a product and calling it a day. I felt like I gained a companion, and learned so much more than I ever would have about RTL, and that's what ‘In the haven’ is all about.

Creating this is something that has spoken to Reilly, her whole life, and that holds great meaning to her daily life and future. With her drive, authenticity, and clear vision, there’s no doubt that Reilly Krug is building something special and endearing. And if you haven’t already gotten your hands on a Reilly the Label—trust me, you’re going to want to.