Waterlust
Waterlust is a Miami-based, bootstrapped DTC apparel company founded in 2011 that sells eco-responsible UPF 50+ swimwear and accessories to ocean enthusiasts, donating 5-10% of cause-collection sales to marine research partners.
- Company typePrivate
- Founded2011
- HeadquartersMiami, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Waterlust does
Waterlust is a Miami, Florida-based direct-to-consumer apparel company founded in 2011 that designs and sells eco-responsible swimwear, activewear, and accessories targeted at ocean enthusiasts, divers, surfers, and conservation-minded consumers. Its core product proposition combines UPF 50+ sun-protection fabric technology with recycled and organic materials, positioned at price points ranging from $14 for accessories to $169 for higher-end apparel. The company has built out 16+ cause-themed collections tied to specific marine conservation research partners, donating 5-10% of related sales back to those partners and accumulating $412,888 in lifetime donations to marine science research. It is B Corp certified and maintains 4,561 verified customer reviews across its owned channels.
The business operates as a privately held, founder-owned, bootstrapped company with 1-10 employees and a family-run management structure. Leadership includes the CEO/Founder, a COO, a Chief Product Officer, and operations and program managers. Revenue is generated primarily through owned e-commerce channels with global shipping capability, and the company has extended its commercial footprint through a Pre-Loved resale marketplace operated via Treet.co and a Take-Back Program that recovers used garments. Its sole non-equity capital event was a $15,000 FedEx Small Business Grant won in 2020.
The underlying technical platform is a standard DTC e-commerce stack with no disclosed proprietary AI/ML components, data flywheel, or research capability. Differentiation rests on material sourcing, fabric performance specifications, conservation-cause branding, and partnership-driven storytelling rather than algorithmic or platform technology. Adjacent product extensions such as the 2026 Ocean Calendar indicate incremental category broadening beyond core swimwear.
Waterlust firmographics
Firmographics- Name
- Waterlust
- Legal name
- Waterlust
- Website
- https://waterlust.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Waterlust is a Miami-based, bootstrapped DTC apparel company founded in 2011 that sells eco-responsible UPF 50+ swimwear and accessories to ocean enthusiasts, donating 5-10% of cause-collection sales to marine research partners.
- Ownership category
- akta.pro rank
Waterlust industry classification
Industry- Product category
- Sustainable Activewear and Swimwear
- NAICS
- Footwear Manufacturing (3162), Health and Personal Care Retailers (456)
- SIC
- Footwear, (No Rubber) (3140)
- akta.pro primary industry
- Swim & Surf Performance Wear (CRAAAEAG)
- akta.pro secondary industry
- Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes) (CRAMAIAJ)
Keywords
Where Waterlust is headquartered
LocationHeadquarters
- HQ city
- Miami
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Waterlust business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct E-commerce Apparel Sales: One-time product sales through owned e-commerce storefront. Products include swimwear, sun suits, leggings, boardshorts, sun shirts, and accessories. Revenue generated from individual consumer purchases at price points ranging from $14-$169 USD.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Accessories (Headbands, Scrunchies, Dive Socks, Sun Masks) |
| Unit Pricing | Pay-as-you-go | Swimwear & Tops (Bikini tops, bottoms, reversible tops) |
| Unit Pricing | Pay-as-you-go | Leggings |
| Unit Pricing | Pay-as-you-go | Boardshorts & Shorts |
| Unit Pricing | Pay-as-you-go | Sun Suits & Full-Body Suits |
| Unit Pricing | Pay-as-you-go | Sun Shirts & Rashguards |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Waterlust product offering
Product offeringCore offering
Waterlust designs, brands, and sells eco-responsible apparel featuring marine species and ecosystem-themed prints, including women's and men's swimwear, sun suits, leggings, boardshorts, rashguards, tees, and accessories. Products are made from recycled and organic materials and carry UPF 50+ third-party tested sun protection. The company operates a direct-to-consumer e-commerce storefront (waterlust.com) and donates 5–10% of collection sales to marine science research partners tied to each themed cause.
Product overview
Waterlust is an eco-responsible apparel company offering a unified product portfolio centered on UPF 50+ sun-protective swimwear and activewear designed for marine conservation advocacy. The core offering spans women's products (Sun Suits, Leggings, Reversible Tops, Shorts, Swimwear, Sun Shirts/Rashguards, Tees & Tanks) and men's products (Boardshorts, Leggings, Sun Shirts/Rashguards, Tees), all featuring marine species and ecosystem-themed prints. The accessories line includes Insulated Bottles, Dive Socks, Headbands & Scrunchies, Sun Masks, Gift Cards, Ocean Calendars, and the Take-Back Program for recycling. Waterlust organizes its products into cause-themed sub-brand collections (e.g., Whale Shark Warrior, Tiger Shark Trailblazer, Coral Conservation, Sea Turtle Survival, Parrotfish Protection, Kelp Forest Restoration, Floridan Aquifer/Fountain of Youth, Mermaid Reef Builders, Invasive Lionfish, Spotted Eagle Ray, Orca Conservation, Peacock Mantis Shrimp, Black Circularity, Coastal Resiliency, Coral Reef Restoration), each donating 5-10% of sales to specific marine science research partners. Additional offerings include a Pre-Loved secondhand marketplace and educational resources included with purchases.
Differentiator
Problem solved
Functional benefit
Products and services
- Women's Sun Suits UPF 50+ one-piece swimsuits designed for sun protection during water activities, featuring marine conservation-themed prints. Targeted at women engaged in diving, snorkeling, surfing, and beach activities.
- Women's Leggings UPF 50+ leggings designed for aquatic and active wear with marine species and ecosystem-themed patterns, priced at $99. Targeted at women participating in diving, paddleboarding, and outdoor water activities.
- Women's Reversible Tops (Sports Bra/Swim Tops) Dual-sided swim and sports tops offering versatile styling options with marine conservation themes. Targeted at women seeking convertible swim/active wear.
- Women's Shorts Athletic shorts with UPF 50+ sun protection featuring marine conservation prints, available in 4-inch and 8-inch lengths. Targeted at women engaged in water and outdoor activities.
- Women's Swimwear (Bikinis/One-Pieces) Swimwear collection including bikinis, one-piece suits, and high-waisted bottoms with marine-themed designs. Targeted at women seeking eco-responsible swimwear with conservation messaging.
- Women's Sun Shirts/Rashguards UPF 50+ sun shirts and rashguards providing additional sun protection during water sports. Targeted at women engaged in extended outdoor water activities.
- Women's Tees & Tanks Casual tops featuring marine conservation messages and species artwork. Targeted at women seeking everyday apparel that signals support for ocean conservation.
- Men's Boardshorts Swim boardshorts with UPF 50+ protection featuring ocean species and conservation themes, priced $70–$72. Targeted at men engaged in surfing, paddleboarding, and beach activities.
- Men's Leggings Athletic leggings for men designed for diving and water activities with marine conservation prints, priced at $99. Targeted at male divers and active ocean enthusiasts.
- Men's Sun Shirts/Rashguards UPF 50+ sun shirts and rashguards for men providing sun protection during water sports. Targeted at men engaged in surfing, diving, snorkeling, and kayaking.
- Men's Tees Men's casual t-shirts featuring marine science and conservation themes. Targeted at men seeking everyday apparel supporting marine conservation causes.
- Insulated Bottles Reusable insulated drink bottles offered as eco-friendly alternatives to single-use plastics. Targeted at environmentally conscious consumers seeking sustainable hydration products.
- Dive Socks Protective footwear for diving activities featuring various marine conservation designs, priced at $24. Targeted at divers seeking thermal protection and grip.
- Headbands & Scrunchies Hair accessories made from recycled materials featuring marine conservation prints, priced from $14. Targeted at consumers seeking low-price-point sustainable accessories.
- Sun Masks UPF 50+ face masks providing sun protection for outdoor water activities, priced at $36. Targeted at ocean enthusiasts with prolonged sun exposure.
- Gift Cards Digital gift cards for Waterlust products supporting marine conservation. Targeted at consumers purchasing gifts for ocean enthusiasts.
- 2026 Ocean Calendar Annual ocean-themed calendar featuring marine species and conservation messages for the year 2026. Targeted at ocean enthusiasts seeking decorative and educational products.
- Take-Back Program Sustainability initiative allowing customers to purchase a take-back bag to return used Waterlust products for recycling. Targeted at environmentally conscious customers seeking circular-economy options.
- Cause-Themed Apparel Collections Cause-themed apparel collections (Whale Shark Warrior, Tiger Shark Trailblazer, Abalone Restoration, Coral Conservation, Sea Turtle Survival, Parrotfish Protection, Kelp Forest Restoration, Fountain of Youth/Floridan Aquifer, Mermaid Reef Builders, Invasive Lionfish, Spotted Eagle Ray Research, Orca Conservation, Peacock Mantis Shrimp, Black Circularity, Coastal Resiliency, Coral Reef Restoration) tied to specific marine species or ecosystems with 5–10% of sales donated to named research partners including Marine Megafauna Foundation, REEF, Mote Marine Laboratory, University of Miami's Rescue a Reef Program, Shark Research and Conservation Program, Get Inspired, Florida State University Marine Turtle Research, Reef Relief, Smith Seaweed Ecology Lab at Scripps Institution of Oceanography, Alachua Conservation Trust, and Ocean Rescue Alliance International.
- Pre-Loved Secondhand Marketplace Pre-owned Waterlust gear marketplace powered by Treet.co enabling circular economy by allowing customers to buy and sell used Waterlust products. Targeted at sustainability-focused consumers seeking reduced environmental impact.
Quantifiable outcome
- Over 98% of harmful UVA and UVB radiation blocked by UPF 50+ rated apparel
- +2 more outcomes
Companies that use Waterlust
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Waterlust technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
Waterlust partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core.
- Marine Megafauna FoundationcoreWaterlust's Whale Shark collection donates 5% of sales to support whale shark conservation research. The partnership helps fund conservation projects including work in Mozambique that contributed to government protection of whale sharks.
- Reef Environmental Education Foundation (REEF)corePartnership supporting invasive lionfish awareness and marine conservation initiatives. Waterlust's Lionfish collection supports REEF's mission to protect biodiversity and ocean life.
- Mote Marine Laboratory & AquariumcoreWaterlust's Sea Fan products support Mote Marine Laboratory research programs. Partnership funds coral conservation and habitat restoration efforts.
- Get InspiredcoreAbalone Restoration collection donates 10% of profits (higher than standard 5%) to Get Inspired, a nonprofit specializing in abalone restoration and education in California.
- University of Miami Rescue a Reef ProgramcoreCoral Conservation collection supports University of Miami's Rescue a Reef Program for coral reef restoration and conservation efforts.
- Shark Research and Conservation Program at University of MiamicoreTiger Shark collection donates 10% of profits to the Shark Research and Conservation Program, supporting tiger shark conservation research.
- Florida State University Marine Turtle Research, Ecology and Conservation GroupcoreSea Turtle collection donates 10% of profits to FSU's Marine Turtle Research program for sea turtle conservation and research.
- Reef ReliefcoreParrotfish collection donates 10% of profits to Reef Relief, supporting parrotfish protection and coral reef ecosystem conservation.
- The 1000 Mermaids Artificial Reef Project / Ocean Rescue Alliance International (ORAI)coreMermaid Reef Builders collection supports The 1000 Mermaids Artificial Reef Project led by Ocean Rescue Alliance International, focused on restoring reef habitat through artificial reefs.
- Smith Seaweed Ecology Lab at UC San Diego's Scripps Institution of OceanographycoreKelp Forest collection supports the Smith Seaweed Ecology Lab for kelp forest restoration and research at Scripps Institution of Oceanography.
- Alachua Conservation TrustcoreFloridan Aquifer collection (Fountain of Youth) donates 10% of profits to Alachua Conservation Trust for protection of Florida springs and the Floridan aquifer.
Scale indicators3 records
Recent moves1 record
Expansion highlights2 records
Waterlust competitors and assessment
Company assessmentBroad incumbents
- Billabong: Global surf apparel brand producing boardshorts, swimwear, and rashguards for core surf consumers. Comparable as a broad incumbent in surf-rooted apparel with overlapping boardshort and rashguard categories.
- Patagonia: Mission-driven outdoor apparel leader with deep environmental advocacy, recycled material programs, and 1% for the Planet giving. Comparable as the gold-standard purpose-driven outdoor brand that defines the category Waterlust operates in.
- Roxy: Women's surf and swimwear brand owned by Boardriders (Quiksilver), producing swimwear, rashguards, and beach activewear globally. Comparable as a major surf-rooted swimwear brand with overlapping product categories.
- O'Neill: Heritage surf brand offering wetsuits, swimwear, rashguards, and boardshorts. Comparable as a surf-category incumbent with overlapping wetsuit/rashguard product lines and water-sports customer base.
Direct peers
- Outerknown: Sustainable apparel brand founded by surfer Kelly Slater, focused on organic and recycled fibers with circularity programs. Closely comparable to Waterlust as a surf-rooted, sustainability-led DTC apparel brand.
- Seea: Independent women's surfwear brand offering vintage-inspired, sustainably produced swim and activewear. Comparable to Waterlust in niche, female-skewing surf/swim focus with eco-friendly positioning.
- prAna: Sustainable apparel and activewear brand owned by Columbia Sportswear, using organic and recycled materials across yoga, swim, and travel categories. Comparable in sustainability-led DTC positioning and use of recycled/organic materials.
- Carve Designs: Women's surf-inspired clothing and swimwear brand offering UPF-rated apparel with an active, ocean-focused lifestyle positioning. Directly comparable to Waterlust on female-skewing swimwear with sun protection.
- Summersalt: DTC women's swimwear and travel clothing brand known for inclusive sizing and direct-to-consumer model. Comparable as a digitally native women's swimwear brand with similar inclusive sizing philosophy.
- Faherty: Coastal-inspired apparel brand offering sustainable, casual clothing with a surf/beach lifestyle positioning. Comparable to Waterlust on coastal lifestyle brand identity and sustainable material focus.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Waterlust social profiles
Digital presenceWaterlust compliance and trust
Trust signalCompliance2 records
Waterlust financial estimates
Financial estimateRevenue estimate
Valuation estimate
Waterlust leadership team
Management profileNumber of profiles
Profiles5 records
Waterlust funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Waterlust M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Waterlust
What does Waterlust do?
Waterlust designs, brands, and sells eco-responsible apparel featuring marine species and ecosystem-themed prints, including women's and men's swimwear, sun suits, leggings, boardshorts, rashguards, tees, and accessories. Products are made from recycled and organic materials and carry UPF 50+ third-party tested sun protection. The company operates a direct-to-consumer e-commerce storefront (waterlust.com) and donates 5–10% of collection sales to marine science research partners tied to each themed cause.
Is Waterlust a public or private company?
Waterlust is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Waterlust founded?
Waterlust was founded in 2011. It employs 1 to 10 people.
Where is Waterlust based?
Waterlust is headquartered in Miami, United States, in the North America region.
How does Waterlust make money?
One revenue line is on record: direct E-commerce Apparel Sales.
Who are Waterlust's main competitors?
Broad incumbents on record are Billabong, Patagonia, Roxy and O'Neill. Direct peers are Outerknown, Seea, prAna, Carve Designs, Summersalt and Faherty.
Does Waterlust have an API?
No public API is recorded for Waterlust.
What industry is Waterlust in?
Waterlust's product category is Sustainable Activewear and Swimwear. Its primary akta.pro industry code is CRAAAEAG, Swim & Surf Performance Wear, with a secondary code of CRAMAIAJ, Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes). Its NAICS code is 3162 and its SIC code is 3140.