From the Dining Table: How The Swoon Society Was Born
It didn’t start with a grand plan.
There was no vision board, no spreadsheets, no strategy meeting.
It started at the dining table—between two sisters, one gift, and a shared obsession with fictional love stories.
That gift? A simple cap. With a slogan that made us laugh, nod, and feel. A phrase that only made sense if you’d read that book and loved that character.
It was a moment of recognition. A knowing glance. A loud, heart-wrecked IYKYK.
That’s when it hit us: we’re not alone in this.
There are readers—feelers—out there who would get it too.
Who would wear their heartbreak like a badge of honour.
Who would find comfort in a single line of text that says, “Hey… I’m still not over him either.”
So, no, we’re not the first people to make slogan caps.
And no, we’re not trying to reinvent the wheel.
But what we are doing—what we care about—is creating something that actually means something.
Something that winks at the community we’ve always wanted to be part of. Something that says:
“I see you. I’ve been ruined by fiction too.”
We built this brand the same way we built our bond as sisters—through stories, through laughter, through way-too-long rants about fictional men who do not exist.
And we keep building it from the same place it started:
at the dining table. With coffee, chaos, and creativity.
Because this isn’t just about a product.
It’s about a feeling. It’s about connection, expression, and finding your people in the most unexpected places—like a slogan that makes you cry-laugh on a Tuesday morning.
Welcome to The Swoon Society.
We’re so glad you found us.