Summersalt

Here's the thing about Summersalt-it's one of those brands that kind of snuck up on everyone and then suddenly became impossible to ignore. Founded in 2017 by two St. Louis entrepreneurs, Lori Coulter and Reshma Chattaram Chamberlin, the company started with a pretty bold premise: what if you could get designer-quality swimwear without the designer price tag? And not just any swimwear, but pieces actually designed to fit real women's bodies.

The data-backed approach is what really sets them apart. They collected over 1.5 million measurements from more than 10,000 women to create what they call their "Summersalt Signature Fit." It's the kind of thing that sounds like marketing speak until you realize they're actually serious about it. The result? Swimsuits that start at $95-not cheap, but nowhere near the $200+ you'd pay for comparable designer pieces.

But Summersalt didn't stay in the swimwear lane for long. Since launching, they've expanded into loungewear, knitwear, sleepwear, activewear, and intimates. The brand's "Every Body is a Summersalt Body" campaign has featured everyone from WNBA players to novelists to TikTok creators, and it's gotten them featured in Vogue, ELLE, Harper's Bazaar, and pretty much every major fashion publication you can think of.

The sustainability angle is real, too. Their swimwear is made from 78% recycled materials-mostly post-consumer waste and recycled plastic bottles. And they've donated over $1.4 million to various causes since their founding, which is notable for a company that's only been around since 2017.

What started as an online-only brand has evolved. They now have physical stores in West Palm Beach, Myrtle Beach, and Nashville, giving customers a chance to try before they buy. The company raised $27 million in funding over multiple rounds, which helped fuel that expansion.

Notice how they've managed to build a loyal following without relying on traditional retail? It's that direct-to-consumer model working exactly as intended. They've collaborated with brands like L.L.Bean and Rifle Paper Co., which speaks to their growing influence in the space. In 2019, CNBC named them one of their Upstart 100, and Fast Company called them one of the Most Innovative Companies in 2020.

The brand resonates because it's addressing something real-the frustration of swimwear and clothing that doesn't actually fit most women's bodies. And they're doing it with pieces that are modern, fun, and sophisticated enough that you don't feel like you're compromising on style for comfort. That's basically the sweet spot every apparel brand is chasing, and Summersalt seems to have found it.