Lucia Roman – Why I Swapped Fast Fashion for Sustainable Surf and Swimwear
Lucia Roman is the multidisciplinary designer behind NinefootStudio — a Bali-based surf and swimwear label where surf culture meets thoughtful design.
Born in Alicante, Spain, and now based in Bali, Lucia grew up immersed in craftsmanship and creativity. After studying Fashion and Footwear Design, she began her career at Zara, specializing in footwear design and trend forecasting. She later moved to Los Angeles to join Gwen Stefani’s L.A.M.B. label, where she rose to become Head of Footwear — designing bold, directional pieces worn by icons like Jennifer Lopez, Sandra Bullock, and Gwen Stefani herself.
Lucia, you’ve had an incredible career working for global brands like Zara and L.A.M.B. What made you leave that world behind?
I used to think success meant constantly proving myself — performing perfectly, staying busy, and climbing the ladder. And that mindset got me far. At Zara, I learned to design fast and thrive under pressure. In Los Angeles, I designed for celebrity brands and earned more than I ever imagined. But inside, I was shrinking.
What was the turning point for you?
I saw a friend surfing on Instagram — she looked so free, joyful, completely present in her body. It hit me like a wave. I realised I was tired and lonely and couldn’t keep going like that. So, I let go of everything I had built and booked a one-way ticket to Bali.
What did you find when you arrived in Bali?
A completely different rhythm. I found community, salt water instead of boardrooms, surfboards instead of deadlines. I began remembering what it felt like to move through the world without urgency. That’s when NinefootStudio was born — initially alongside consulting work. I quickly realised that starting a business requires stamina, boundaries, patience, and a whole new kind of strength.
What was it like in the early years of NinefootStudio?
Messy, beautiful, and exhausting. I wore every hat. I doubted myself constantly. But I also surfed every morning and reconnected with my body, breath, and joy. Slowly, I built something that felt truly aligned with who I was becoming.
What makes NinefootStudio different?
We’re small and intentionally so. Everything is designed and produced in-house in Bali, using sustainable fabrics from Italy. We grow thoughtfully, listen deeply to our community, and focus on creating surfwear that fits like a tailored garment — pieces that move with you and last.
So in a way, this wasn’t just about launching a brand — it was about reshaping your life?
Exactly. I didn’t just leave fashion to create a business. I left to create a life — one rooted in values, nature, movement, and freedom.
