The Swoon Society
At the heart of every romantasy novel lies a truth we readers know too well: fictional love can be as real—and as devastating—as the real thing.
The Swoon Society was born from late-night book binges, tear-streaked cheeks, and the impossible standards set by fictional men. Founded by sisters Emily and Ella, lovers of romantic fantasy, our brand began as a shared heartbreak over characters who don’t exist… and a longing to stay in those enchanted worlds just a little longer.
We created The Swoon Society not just as a brand, but as a sanctuary. A soft place to land when the last page has been turned and you’re left emotionally wrecked. Our caps—simple, stylish, and steeped in literary longing—are more than accessories. They’re wearable therapy. Tiny declarations of a love that refuses to fade, even after the story ends.
This is for those who fell for the morally grey villain. For the reader who still hasn't recovered from that betrayal in book three. For the person who feels most alive when they’re lost in a world of sword fights, slow burns, and star-crossed soulmates.
The Swoon Society isn’t here just to sell hats. We’re here to validate your heartbreak, to celebrate your obsession, and to unite a sisterhood of readers who understand just how real fictional love can feel.
So wear your cap like armour, like a love letter, like a banner that says:
“I’ve lived a thousand lives—and loved in every one.”
Brand Philosophy
At The Swoon Society, we believe that stories shape us—and sometimes, ruin us in the most beautiful ways. We believe that the heartbreak from a fictional character can be just as real as anything outside the page, and that’s something to be honoured, not hidden.
We exist to celebrate the emotional power of romantasy literature. Our brand is built on the idea that reading isn’t just a hobby—it’s a love affair. And for those of us who have laughed, cried, and completely lost ourselves in these books, we deserve a space where that devotion is recognised and cherished.
Our philosophy is rooted in:
Emotional authenticity
We don’t water down the drama. We embrace the book hangovers, the unhealed wounds, and the characters who’ll haunt us forever. We speak the language of readers who feel deeply.
Sisterhood & community
Whether it’s between siblings, friends, or strangers online—we believe in building bonds over fictional men and magical heartbreaks. You're never alone in your obsession.
Literary reverence
Books are sacred. We treat them, and the people who love them, with the reverence they deserve. Every cap, every slogan, is crafted to honour the magic and meaning behind the stories.
Wearable storytelling
Our merch is more than merch. It’s a statement. A wink to fellow readers. A quiet badge of membership in a society of people who get it.
We are not fast fashion. We are not chasing trends.
We are a lifestyle brand born from deep feeling—and made for those who still carry fictional love in their real hearts.
“Some people read for fun. We read to feel ruined in the best possible way.”
— The Swoon Society
About Us— The story behind the society
We are Emily and Ella—sisters by chance, soulmates by story.
For as long as she can remember, Ella had a book in her hand and a fictional man in her heart. She devoured love stories, fell headfirst into fantastical worlds, and carried characters with her like they were real people. Romance wasn’t just a genre—it was a way of life.
Emily’s path was different. Reading was never easy. Letters danced on the page, paragraphs became puzzles, and the simple joy of getting lost in a book felt impossibly out of reach. A diagnosis of dyslexia explained some things, but it didn’t make reading any less daunting. For years, Emily turned away from books—until one summer, something changed.
A forgotten paperback left behind by another sister became a doorway. Emily picked it up—and didn’t stop reading for a week. What once felt like a battle became a quiet, unexpected joy. With time, her skills had grown, and for the first time, books felt like they belonged to her too.
Ella nurtured that newfound flame, loaning Emily her favourite romantasy reads, one book at a time. Together, they laughed, cried, and fell hard for the morally grey, the misunderstood, the brave and the broken. Soon, their conversations were filled with plot twists and heartbreak, with fictional worlds that felt more like home than the real one.
When Emily made a handmade gift inspired by a favourite character’s arc, it clicked: Surely we’re not the only ones who feel like this. Surely others are grieving fictional loves, still reeling from endings, still swooning over stories that live in their bones.
And so, The Swoon Society was born.
We created it for those who are still not over that one chapter. For the person who found healing in the heartbreak of a fantasy novel. For every reader who’s ever said, “He’s not real, but the feelings are.”
The Swoon Society is more than a brand. It’s a shared breath between sisters. A tribute to books that change us. A place where readers can wear their heartbreak like a badge of honour—and know they’re not alone in it.
Welcome to the Society.
We’re so glad you found your way here.
Disclaimer: The Swoon Society Is For Everyone
Yes, we’re deep in our romance era—clutching our chests, spiralling over fictional men, and probably rereading that chapter for the fourth time.
But let’s be clear:
Everyone is welcome here.
Whether you’re obsessed with romantasy, dabble in dystopia, live for literary fiction, or just love a good slogan—this space is yours too.
We’re not here to judge your reading habits or your favourite trope.
We’re just two sisters who built a brand from our love of stories, the heartbreak they cause, and the joy they spark.
We’re here to have fun, connect, and celebrate the creativity that reading brings into our lives.
So pull up a chair. Wear the cap. Feel the feels.
This is a no-shade, all-swoon kind of place.
Newsletter Coming Soon
Welcome to The Swoon Society—a community built for those of us still grieving fictional love stories like they were real. Because to us… they were. ✨ Join the Society