Oy exists because the surf bikinis Zelia Zadra owned kept slipping, and in 2012 she designed one that did not. The label now makes surf bikinis, one-pieces and activewear, all of it from recycled material, with repairs and returns reconditioned rather than written off. She has led product development from Zurich since 2020, and her brother Dario runs the website and the internal processes from Berlin. Both came to surfing about twenty years ago, on a family holiday.