What Xcel does

Xcel Wetsuits, founded in 1982 by Ed D'Ascoli and currently led by CEO Jarka Duba, is a privately-held U.S. manufacturer and distributor of premium wetsuits, water-sports apparel, and accessories, headquartered in Sparks, Nevada with a flagship retail store in Haleiwa, Hawaii. The company's product portfolio spans premium performance tiers (Drylock, Comp X, Comp, Infiniti), an entry-level Axis line, a tactical wetsuit line serving U.S. military and federal agencies since inception, and the Ocena neoprene-free bio-based foam line. Core proprietary technologies include Thermo Dry Celliant (TDC), an FDA-designated medical device that recycles body heat into infrared energy using thermo-reactive minerals, and the Ocena bio-based foam co-developed with Sheico from FSC-certified natural rubber, oyster shell powder, and plant-based oil. Sustainability features such as dope-dyed yarn, eco carbon black pyrolyzed from scrap tires, and water-based glue support an Eco Collection.

Xcel generates revenue through direct-to-consumer e-commerce at xcelwetsuits.com, its owned Haleiwa retail store, and a network of wholly-owned regional subsidiaries and distributors covering Australia, Brazil, Canada, Europe, and the UK. Wetsuit pricing spans $219.95 to $499.95 across tiers, with accessories ranging $67-$84 and UV protection tops $27-$55; free shipping applies over $250, and a 25% discount program is offered to military, first responders, and medical professionals. Customer segments include surfers, recreational and free divers, military and federal agencies, first responders, and broader water-sports participants. Marketing centers on a professional athlete ambassador program (Zeke Lau, Sage Erickson, Sally Cohen, Shaun Manners, Ocean Ramsey, Juan Oliphant, Matt McCabe) and a marine conservation-oriented Water Inspired collaboration.

Name

Xcel

Legal name

Xcel Wetsuits

Website

https://xcelwetsuits.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

Xcel Wetsuits, founded in 1982, manufactures and distributes premium wetsuits, water-sports apparel, and accessories for surfers, divers, military, and first responders through direct-to-consumer e-commerce, a Hawaii flagship retail store, and five wholly-owned international subsidiaries.

Ownership category

akta.pro rank

Product category

Wetsuits and Watersports Apparel

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes) (CRAMAIAJ)

akta.pro secondary industries

Swim & Surf Performance Wear (CRAAAEAG), Diving & Snorkeling Retail (Scuba Gear) (CRAMAIAF), Water Sports & Marine Recreation Gear Distribution (CRAOAJAD)

Keywords

• Premium wetsuits
• Watersports apparel
• Neoprene-free foam
• Tactical dive gear
• Surfing accessories

Headquarters

HQ city

Haleiwa

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Wetsuit and Apparel Sales: Xcel generates revenue through the direct sale of wetsuits, accessories, and apparel. Products are sold at various price points ranging from entry-level to premium. The company operates an e-commerce platform and physical retail location.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Xcel Wetsuits designs, manufactures, and distributes premium wetsuits and watersports apparel for surfing, diving, and related water activities. The company sells through its own e-commerce platform and Haleiwa, Hawaii retail store, complemented by a network of international distributors across six regions. Product lines span entry-level to competition-grade wetsuits plus accessories, boardshorts, UV protection apparel, and tactical wetsuits supplied to U.S. military and federal agencies since 1982.

Product overview

Xcel is a surf and water sports wetsuit/apparel company founded in 1982, offering a diverse portfolio organized into branded product series. The core offerings include the premium Drylock and Comp Series (including Comp X with TDC technology), mid-tier Infiniti and Axis series, and the sustainable Ocena neoprene-free foam line. Accessories include boots, gloves, hoods, and vests. Apparel encompasses boardshorts, UV/rash guards, and outdoor technical gear. The Ocean Ramsey Water Inspired collaboration line features marine conservation-themed prints. Xcel also serves tactical/military markets and operates retail stores in Hawaii with international distribution across Australia, Brazil, Canada, Europe, UK, and South Africa.

Differentiator

Problem solved

Functional benefit

Brands

• Ocena: Neoprene-free bio-based foam product line made from renewable materials including FSC certified natural rubber, oyster shell powder, and plant-based oil.
• Water Inspired

Products and services

• Drylock Series Premium performance wetsuit series featuring texture skin technology, Celliant Black for warmth, quick-dry fibers, and Drylock wrist seals for unmatched warmth and water exclusion; targeted at surfers and divers seeking top-tier thermal protection.
• Comp Series High-performance wetsuit series including Comp, Comp+, and Comp X models featuring lightweight construction, maximum stretch, and Thermo Dry Celliant (TDC) technology for surfers.
• Infiniti Series Performance wetsuit series with premium stretch and comfort features including split toe reef boot options, designed for surfers seeking flexibility and comfort.
• Axis Series Entry-level wetsuit series offering affordable warmth and comfort with 100% SuperStretch neoprene and engineered fit, available in standard and Ocena neoprene-free versions.
• Tactical Wetsuits Tactical dive and wetsuits designed for U.S. military, federal agencies, firefighters, lifeguards, and other first responder units requiring reliable performance in demanding conditions.
• Ocena Neoprene-Free Bio-Based Foam Line Sustainable neoprene-free bio-based foam technology crafted from FSC certified natural rubber, oyster shell powder, and plant-based oil; offered as an alternative to synthetic rubber in select wetsuit lines.
• Ocean Ramsey Water Inspired Collection Collaboration collection with marine biologist Ocean Ramsey featuring marine conservation themes including Blue Waves, Honu (sea turtle), Coral, and Dolphin prints; supports Save the Sea Turtles International and marine debris removal efforts.
• Scuba and Free Dive Wetsuits Scuba and free dive wetsuits for underwater activities including fullsuits and springsuits with various thickness options for men and women.
• Wetsuit Accessories Wetsuit accessories including boots, gloves, hoods, vests, and backpacks for men, women, and youth; ranging from $67.96 to $83.96 USD for gloves.
• Boardshorts Surf boardshorts built with Xcel technology for performance in and out of the water.
• UV and Rash Guards Sun protection shirts with UPF ratings featuring VentX technology blocking 94-98% of UVA/UVB radiation, with 4-way stretch and moisture-wicking properties.
• Outdoor Technical Apparel Outdoor technical apparel including tees, jackets, fleece, hats, and beanies for men and women.
• Eco Collection Sustainable wetsuit products featuring eco-friendly materials and manufacturing processes including recycled polyester and neoprene recycling.

Quantifiable outcome

• TDC technology shows tenfold increase in infrared activity and 13% average increase in tissue oxygen levels after 10 minutes of use
• +2 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Ocean RamseycoreStrategic or Co-development PartnerOcean Ramsey, marine biologist and shark specialist, collaborates with Xcel on the 'Water Inspired' collection. Her conservation photography and marine research background align with Xcel's eco-initiatives. The collaboration includes product designs featuring marine life prints with a portion of sales supporting marine conservation efforts.
• Juan Oliphant (Juan Sharks)coreStrategic or Co-development PartnerConservation photographer and marine conservationist who collaborates with Ocean Ramsey and Xcel on the Water Inspired collection. Contributes photography and marine conservation messaging to the product line.
• Daniel Surf (European Distributor)coreChannel Partner/ Reseller/ DistributorAuthorized distributor for France, Spain, UK, Netherlands, Belgium, Denmark, Ireland, Wales, Finland, and Norway. Handles warranty claims and customer service for these regions.
• Save the Sea Turtles InternationalminorOthersNon-profit foundation established in 1988 on the North Shore of Oahu. The Honu (sea turtle) print from the Water Inspired collection supports this organization for sea turtle protection efforts.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ROXY: ROXY is Quiksilver's women's surf brand with a growing wetsuit line that competes with Xcel's women's Comp and Drylock offerings.
• O'Neill: O'Neill is the original surf wetsuit brand (founded 1952) and Xcel's most direct competitor in premium surfing wetsuits, with overlapping product categories (fullsuits, springsuits, accessories) and similar athlete-driven marketing.
• Patagonia: Patagonia's wetsuits (especially Yulex natural rubber and R-series) compete most directly with Xcel's Ocena neoprene-free line, both targeting eco-conscious surfers with sustainable material innovation.
• Quiksilver: Quiksilver's surf hardware line (wetsuits, boardshorts, rashguards) targets the same core customer as Xcel, with broader apparel diversification and larger global distribution scale.
• Billabong: Billabong offers surf wetsuits, boardshorts, and UV protection apparel that overlap with Xcel's full product range, targeting the same surf-lifestyle consumer across men's and women's categories.
• Body Glove: Body Glove is a longstanding surf and dive wetsuit/accessories brand with overlapping product categories (fullsuits, springsuits, dive gear) similar to Xcel's portfolio.
• Rip Curl: Rip Curl is a global surf brand with a flagship wetsuit line (FlashBomb) competing directly with Xcel's Drylock and Comp Series across surf, dive, and water sports categories.

Broad incumbents

• Speedo: Speedo (part of Warnaco/Pentland) is a broader swim and watersports apparel incumbent with a wetsuit/triathlon line that competes for the scuba dive and triathlon consumer segments Xcel also serves.

Emerging players

• Hyperflex: Hyperflex is a niche surf wetsuit specialist focused on stretch and flexibility technology, a smaller but technically-focused direct competitor to Xcel's performance Comp series.
• Cressi: Cressi is a diving-focused brand with a premium wetsuit line (Tropical, Fast) overlapping Xcel's dive/scuba segment in the European market where Xcel distributes through Daniel Surf.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/XcelWetsuits
• Facebookfacebook.com/xcelwetsuits
• Instagraminstagram.com/xcelwetsuits
• Xx.com/XCELAust
• LinkedInlinkedin.com/company/xcel-wetsuits-hawaii

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Xcel