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In this episode of the Brief Talk Podcast, Tim sits down with Sam, the founder of SB Swimwear, to talk about his lifelong love of Speedos, how CrossFit helped spark a viral moment, and what led him to launch his own swimwear brand—designed and manufactured in Italy.
Born and raised in Italy, Sam grew up wearing Speedos as the norm, from childhood beach days to swimming workouts. That early comfort carried into adulthood, CrossFit training, and eventually competition—where a Speedo-only workout in Miami went viral and helped grow his Instagram following.
From there, the idea for SB Swimwear was born. Sam shares how he worked closely with an Italian manufacturer in Tuscany, leaned on family support, and refined a classic swim brief cut designed to work just as well for swimming laps as it does for beach lounging. The result is a clean, confident design launched first in red, followed by white and blue—colors that nod to both his Italian roots and American identity.
The conversation also dives into:
• Why Speedos are more functional than board shorts
• How body confidence develops over time
• Wearing swim briefs beyond the beach (including competitions and hiking)
• Customer reactions from around the world
• The slow cultural shift toward swim briefs making a comeback
• Advice for guys who want to wear Speedos but feel hesitant
Sam also opens up about what success looks like for him—not just sales, but seeing customers feel more confident in their own skin.
If you’ve ever thought about wearing a swim brief, designing your own gear, or challenging outdated ideas around masculinity and swimwear, this episode is for you.
Follow SB Swimwear:
Find SB Swimwear through Sam’s Instagram http://www.instagram.com/SamuelBaiano
SB Swimwear – https://puhxyx-ue.myshopify.com
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