The Rise of Sway: A Story of Passion, Dance, and Creation
Our first steps: a store, a vision
In 2015, Sway opened its very first physical store in Lebanon, under the name Body Core, the official name of the registered company. A place designed to welcome dancers of all ages with warmth and passion.
From creation to mastery: our own factory
Two years later, a decisive step: in 2018, Sway inaugurated its own production facility in Lebanon. This strategic choice gave the brand complete control over manufacturing and opened the door to garment personalization. It marked the beginning of a controlled, artisanal, and bold production process, where each garment is designed with exacting standards and a love of detail.
Resilience and innovation in times of crisis
When the pandemic hit, Sway didn't back down. Faced with uncertainty, the brand diversified its business and offered OEM services to other jersey brands. This temporary shift allowed the team to weather the crisis while developing new skills. This difficult period then became a springboard: Sway's expertise was strengthened, enriched, and prepared for the future.
A new chapter: Sway enters Europe
From the very beginning, the founders nurtured a dream: to enter the European market. In 2024, this dream became a reality: Sway officially arrived in France. A new adventure began, fueled by the enthusiasm to expand our community and share our world with new cultures and new dancers.
A vision that is constantly evolving
What sets Sway apart is the rare combination of intellectual flexibility, a passion for dance, boundless creativity, and a commitment to excellence. It is this alchemy that allows the brand to create, season after season, pieces designed to enhance movement and support artists in their expression.