We Are Handsome
We Are Handsome is a founder-owned Australian-designed swimwear and activewear brand selling bold, print-led collections to women through global DTC e-commerce and a wholesale network of premium department stores and boutiques across 17+ countries.
- Company typePrivate
- Founded2009
- HeadquartersRedfern, Australia
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What We Are Handsome does
We Are Handsome is a privately held, founder-owned apparel brand specializing in swimwear and activewear for women. Founded in 2009 by husband-and-wife team Jeremy and Katinka Somers in Redfern, Australia, the company designs and sells a curated set of collections — swimwear (bikinis, one-pieces) and activewear (leggings, sports bras, track jackets, vests), organized into signature "Heat" numbered activewear drops and named swim collections (VICE, Flux In Bloom, Exinus, Renegade, etc.) defined by bold proprietary prints. Its only stated technology asset is FlexiCool, a proprietary Lycra-free knit fabric used in activewear that provides sweat-absorbing, quick-drying, and UV-blocking properties.
The business is operated through We Are Handsome LLC, a California entity shipping all orders from Los Angeles (395 Beethoven St). Revenue is generated via one-time purchase transactions, with pricing in AUD, USD, EUR, and GBP depending on customer location. Distribution is dual-track: direct-to-consumer e-commerce through wearehandsome.com, complemented by a global wholesale network of premium department stores (Lane Crawford, Galeries Lafayette, KaDeWe, Holt Renfrew, Lord & Taylor, Fenwicks, Beymen), online marketplaces (Yoox, Shopbop, Amazon Fashion, GILT, FWRD), and boutique fitness and resort retailers across at least 17 countries. Marketing centers on Australian Fashion Week runway presentations, celebrity endorsement, social media (Instagram, Facebook, Twitter), an influencer Squad program, and a fortnightly email newsletter.
The company remains bootstrapped with no disclosed funding rounds or institutional investors, employs 1-10 people, and has extended brand reach into adjacent categories via a 2016 collaboration with Bugaboo for stroller, pushchair, and luggage accessories. Its defensible positioning rests on print IP, runway credibility, and tier-one wholesale placement rather than scale, technology differentiation, or recurring revenue mechanics.
We Are Handsome firmographics
Firmographics- Name
- We Are Handsome
- Legal name
- We Are Handsome LLC
- Website
- https://wearehandsome.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- We Are Handsome is a founder-owned Australian-designed swimwear and activewear brand selling bold, print-led collections to women through global DTC e-commerce and a wholesale network of premium department stores and boutiques across 17+ countries.
- Ownership category
- akta.pro rank
We Are Handsome industry classification
Industry- Product category
- Women's Swimwear and Activewear
- NAICS
- Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (45811)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Swim & Surf Performance Wear (CRAAAEAG)
- akta.pro secondary industries
- Athletic / Performance & Activewear Brands (CRAAAAAD), Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF), Swimwear & Beachwear Cut & Sew (IMAOAEAH)
Keywords
Where We Are Handsome is headquartered
LocationHeadquarters
- HQ city
- Redfern
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
We Are Handsome business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Swimwear and Activewear Sales: Direct product sales of swimwear and activewear through e-commerce and retail stockists. Revenue generated from one-time purchase transactions across multiple global markets with currency support for AUD, USD, EUR, and GBP.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Neoprene accessories |
| Unit Pricing | Pay-as-you-go | Activewear - Outerwear |
| Unit Pricing | Pay-as-you-go | Swimwear |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
We Are Handsome product offering
Product offeringCore offering
We Are Handsome designs and sells women's swimwear (bikinis, one-pieces, accessories) and activewear (leggings, sports bras, crop tops, track jackets, vests, shorts) under the company's own brand. The products feature proprietary bold prints and FlexiCool performance fabric technology, and are sold globally through direct-to-consumer e-commerce and a network of department stores, boutiques, and online marketplaces.
Product overview
We Are Handsome is a fashion brand specializing in swimwear and activewear for a healthy lifestyle. The company offers two core product lines: Swimwear (including bikinis, one-pieces, and swim accessories) and Activewear (leggings, sports bras, track jackets, shorts, and accessories). The brand is known for its bold, signature prints across both collections. Swim collections include VICE, Flux In Bloom, and various others, while activewear is organized into numbered 'Heat' collections (Heat One through Heat Nine). The brand also has a Bugaboo collaboration for stroller and luggage accessories. All products are designed with performance properties, with activewear featuring proprietary FlexiCool fabric technology. The company ships from the USA with delivery via FedEx Smart Post and UPS.
Differentiator
Problem solved
Functional benefit
Products and services
- Swimwear Women's swimwear collection including bikinis, one-piece swimsuits, and swimwear accessories featuring the brand's signature bold prints and designs, intended for beach, pool, and water activities.
- Activewear Women's activewear collection including leggings, sports bras, crop tops, track jackets, vests, shorts, and singlets designed for exercise and fitness activities, with proprietary FlexiCool fabric technology for sweat absorption, quick drying, and UV protection.
- Neoprene and Accessory Items Bags and pouches including drawstring backpacks, neoprene pouches, and bumbags for carrying fitness and beach essentials (e.g., Neoprene Pouch at $13.01 USD; Drawstring Backpack at $19.52 USD).
- Bugaboo Collaboration Collection Limited edition pushchair, stroller, and luggage accessories created in partnership with Bugaboo, featuring adventure-inspired prints, sold through Bugaboo's US website.
Companies that use We Are Handsome
Customer profileSegments2 records
Ideal customer profiles2 records
We Are Handsome technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
We Are Handsome partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- BugaboocoreCollaboration with world-renowned mobility brand Bugaboo to create a range of pushchair, stroller and luggage accessories that celebrate the spirit of adventure. The partnership brings together two brands that are fiercely passionate about travel, creativity and design. Products available through Bugaboo's US website.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
We Are Handsome competitors and assessment
Company assessmentBroad incumbents
- Alo Yoga: Premium women's activewear and lifestyle brand with a fashion-forward aesthetic and large DTC and selective wholesale presence. Comparable in its premium activewear positioning targeting the same active, fashion-conscious female customer.
- Lululemon: Global premium activewear incumbent with a women's-focused product mix, proprietary fabrics, and broad international wholesale and DTC footprint. Comparable as the dominant premium activewear benchmark We Are Handsome's Heat collections compete against on performance and brand.
- Camilla: Australian luxury fashion and resort wear brand known for bold signature prints. Comparable in its Australian heritage, print-led design IP, premium positioning, and presence in tier-1 global department stores.
Direct peers
- Seafolly: Founded in Australia in 1975, Seafolly is a heritage premium swimwear brand with global distribution across department stores and specialty retailers. Directly comparable as an Australian-designed premium swimwear label with similar wholesale and DTC channels.
- Bond-Eye: Australian premium swimwear brand known for crinkle-textured swim and activewear. Comparable Australian heritage, premium positioning, and swimwear-led product mix with growing activewear extension.
- Marysia: Premium women's swimwear and ready-to-wear brand recognized for scalloped designs. Comparable as a designer-led, fashion-forward premium swim brand sold through tier-1 department stores and DTC.
- Vitamin A: California-based premium swimwear and activewear brand with an emphasis on sustainable fabrics. Comparable in its swim-led product mix, premium DTC pricing, and focus on distinctive design and material technology.
- Triangl: Australian premium swimwear brand built on a direct-to-consumer e-commerce model with strong proprietary colorways and bold aesthetics. Closely comparable positioning, customer base (active, fashion-conscious women), and DTC-first GTM motion.
- Zulu & Zephyr: Australian premium swimwear and ready-to-wear label with a strong DTC and selective wholesale presence. Comparable as a design-led, Australia-rooted premium women's swim/activewear brand targeting the same customer.
- Solid & Striped: Premium American swimwear and ready-to-wear label with strong DTC and department store presence. Comparable in its premium swimwear positioning, fashion-led design, and multi-channel distribution.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
We Are Handsome social profiles
Digital presenceWe Are Handsome financial estimates
Financial estimateRevenue estimate
Valuation estimate
We Are Handsome leadership team
Management profileNumber of profiles
Profiles2 records
We Are Handsome funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
We Are Handsome 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 We Are Handsome
What does We Are Handsome do?
We Are Handsome designs and sells women's swimwear (bikinis, one-pieces, accessories) and activewear (leggings, sports bras, crop tops, track jackets, vests, shorts) under the company's own brand. The products feature proprietary bold prints and FlexiCool performance fabric technology, and are sold globally through direct-to-consumer e-commerce and a network of department stores, boutiques, and online marketplaces.
Is We Are Handsome a public or private company?
We Are Handsome is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was We Are Handsome founded?
We Are Handsome was founded in 2009. It employs 1 to 10 people.
Where is We Are Handsome based?
We Are Handsome is headquartered in Redfern, Australia, in the Oceania region.
How does We Are Handsome make money?
One revenue line is on record: swimwear and Activewear Sales.
Who are We Are Handsome's main competitors?
Broad incumbents on record are Alo Yoga, Lululemon and Camilla. Direct peers are Seafolly, Bond-Eye, Marysia, Vitamin A, Triangl, Zulu & Zephyr and Solid & Striped.
Does We Are Handsome have an API?
No public API is recorded for We Are Handsome.
What industry is We Are Handsome in?
We Are Handsome's product category is Women's Swimwear and Activewear. Its primary akta.pro industry code is CRAAAEAG, Swim & Surf Performance Wear, with a secondary code of CRAAAAAD, Athletic / Performance & Activewear Brands. Its NAICS code is 315 and its SIC code is 2300.