I’m Virginia Peterson, founder of SWOOP, an Alaska-born women’s apparel brand designed for real life and the women who move through it. After nearly 20 years as an emergency department nurse, I knew firsthand how hard it was to find clothing that was comfortable, functional, and still made women feel confident. The idea for SWOOP began during a CPR shift when my bra completely failed me—and I realized women deserved better.

I launched SWOOP in 2020 with no background in fashion or manufacturing, just a problem I was determined to solve. Since then, I’ve grown the company from a grassroots startup into a rapidly expanding lifestyle brand with a loyal community and more than 20 retail partners. Along the way, I’ve been named a Tory Burch Foundation Fellow, appeared on NPR’s How I Built This Advice Line, and earned recognition through programs including Title Nine Pitchfest and gBETA Alaska.

In July 2026, I stepped away from nursing to lead SWOOP full-time. My mission is to build a nationally recognized women’s brand rooted in function, confidence, community, and the belief that women should never have to choose between feeling comfortable and feeling like themselves.