Cannonball Isn’t Just Swimwear: It’s an Adventure Line

By Cleo Heine • Photos By Matt Johnson & Kathryn Harrington

Swimming against the current of fast fashion and mass-produced clothing, Louisville designer Elle Patterson has something different in mind. Through her brand, Cannonball Swimwear, she creates handmade, reversible swimsuits designed for real people and real life.

Made entirely in Louisville, Cannonball Swimwear is functional and fashionable, with a dash of whimsy.

"I create swimwear with real people in mind," Elle said. "Each suit is inspired by events, places, the season you're in, and a little bit of whimsy."

Each collection is designed to move effortlessly through swimming, lounging, vacation adventures, and even workouts. They can be styled for a night out on the town or to go out dancing.

Before launching Cannonball, Elle owned Laura Fauna, a clothing line specializing in coats, dresses and other wears. When Louisville's longtime fabric supplier, Bear Fabric, closed its doors, she found herself at a crossroads.

"Bear Fabric was a wonderful three-story building full of high-quality fashion fabric," she said. "When it closed, I no longer had my source."

Instead of leaving fashion designing behind, Elle leaned into another passion. As a yoga instructor, retreat goer/leader, and swimwear competitor, she struggled to find a swimsuit that fit her active lifestyle.

"I needed something I could actually swim in, but that also had a lot of different roles and a high level of function," she said.

That need became the foundation for Cannonball Swimwear, and helping women feel confident is one of Elle’s favorite parts of the business.

"I want people to come see me after they've had a baby and say, 'I want to do something that's good for my body,'" she said.

Her customers include parents chasing kids around the pool, couples planning a spicy anniversary trip, and anyone looking for swimwear that's comfortable, flattering, and functional.

"Cannonball is also for people who just want to treat themselves and feel good in their bodies," she said.

While most of her customers are local, Cannonball has gained a following across the world.

Owning a business has taught Elle plenty, including, she joked, "how to do taxes really good." But the biggest lesson has been remembering why she started.

"Never lose the magic," she said. "You've got to keep the whimsy and the happiness. If you don't keep the magic, it's just taxes and un-fun-ness."

When asked what keeps her creating, her answer was simple: "What motivates you to keep breathing?"

For Elle, creating isn't just a career—it's part of who she is.

Cannonball Swimwear is available through Cannonball’s instagram page @cannonballswimwear, through which you can message Elle directly to set up a personal fit consultation at her beautiful home studio, through her website cannonballswimwear.com, and locally at Clay & Cotton, a popular and well-curated boutique in Louisville's Highlands neighborhood.

Keep calm and CANNONBALL! (splash)