SOUL CAP

What SOUL CAP does

SOUL CAP is a UK-incorporated (Sesemane Ltd., London) inclusive swimwear brand that designs and sells 100% premium latex-free silicone swim caps engineered to accommodate voluminous, textured, and protective hairstyles — long hair, braids, dreadlocks, locs, and afros — in sizes M through XXL. Founded by two co-founders (Michael and Toks) who identified the gap as adult-onset swimmers, the company has expanded from a single-SKU cap into a full-category assortment covering women's, men's, kids', and toddlers' swimwear, adult and kids' goggles with interchangeable nosepieces, training aids (kickboards, pull buoys), microfiber hair towels, ear plugs, and curated bundles priced from $12 to $80 across USD, GBP, and EUR.

The business operates a hybrid go-to-market model: direct-to-consumer e-commerce on a Shopify storefront (soulcap.com) with a 5% loyalty-club discount and 60-day returns, paired with wholesale distribution through Decathlon UK (exclusive), Proswimwear, Goldfish Swim School (300+ US locations), Foss Swim School, Black-owned beauty retailers (Kiyo Beauty, Black Lotus Braid Lounge), and resort/professional channels (Soho Farmhouse, Boston University Athletics, The Peaks Resort & Spa, Carmel Valley Ranch), plus marketplace presence on Amazon US/EU/Canada and Walmart US, and a co-branded adidas x SOUL CAP line sold through adidas UK. A tiered creator programme (Community, Crew, Circle) on Shopify Collabs pays 15–25% affiliate commissions, and a Partnership Club supplies bulk discount codes to swim clubs and teams.

Revenue is generated entirely through one-time unit sales and bundle purchases; the company is privately held, founder-owned, has no disclosed institutional funding or subsidiaries, and reports no financials. The brand is anchored by a social-mission overlay — the Swim Proud Fund has pledged £100,000 over five years to grassroots swimming access (with £35,216 donated to date to GLL, Open Minds Active, Love the Oceans, and Swim Unity), and the company sponsored Olympic swimmers at Paris 2024, including the Refugee Olympic Team. Operational geographies span the UK, EU (Germany, France, Spain, Italy, Norway, Sweden), the US, Canada, Bermuda, and the UAE, marketed as a 50+ country footprint.

Name

SOUL CAP

Legal name

Sesemane Ltd.

Website

https://soulcap.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

SOUL CAP is a UK-based inclusive swimwear brand selling extra-large silicone swim caps and full swimwear ranges engineered for voluminous and textured hair, distributed via DTC e-commerce, Amazon, Decathlon UK, swim schools, and an adidas co-branded line across 50+ countries.

Ownership category

akta.pro rank

Product category

Inclusive Swimwear

NAICS

Clothing and Clothing Accessories Retailers (458110), Apparel Accessories and Other Apparel Manufacturing (3159), Apparel Manufacturing (315)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Swim & Surf Performance Wear (CRAAAEAG), Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes) (CRAMAIAJ), Hats, Caps & Headwear (CRAAAJAE), Headwear Manufacturing (Hats/Caps/Beanies) (IMAOAFAA)

Keywords

• Inclusive swimwear
• Silicone swim caps
• Extra-large swim caps
• Textured hair swimwear
• Swimming accessories

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-consumer e-commerce: Online retail sales through soulcap.com with a 5% off loyalty club incentive and 60-day return policy. Prices range from $12 (kids caps) to $65 (women's swimwear).
2. Wholesale and retail distribution: Products stocked by retailers including Decathlon UK, Proswimwear, Swim Core, ORA Activewear, Deporvillage, and swim school franchises (Goldfish, Foss) and beauty retailers (Kiyo Beauty, Black Lotus Braid Lounge).
3. Marketplace sales: Products sold through Amazon US, Amazon EU, Amazon Canada, Walmart, and Swim Outlet online marketplaces.
4. Creator and affiliate commissions: Tiered creator programme (Community, Crew, Circle tiers) earning 15-25% commission on sales through unique affiliate links, tracked via Shopify Collabs.
5. Club/organisation partnership bundles: Partnership Club tier offering unique product bundles and exclusive member discount codes for swim clubs, teams, and organisations.
6. Branded collaboration products: Co-branded products such as adidas x SOUL CAP Volume 1 and Volume 2 swimwear collaborations sold through adidas UK.

Pricing tiers

Go-to-market motion4 records

Distribution channels14 records

Marketing channels10 records

Core offering

SOUL CAP designs and sells inclusive silicone swim caps (Regular, Kids, Large, and Contrast Logo variants) in M–XXL sizes engineered to accommodate long, voluminous, braided, and afro hair, alongside a broader swimwear line (women's, men's, kids, and toddlers), goggles, training aids, and accessories. Products are sold direct-to-consumer via its Shopify storefront and through wholesale, marketplace, and adidas co-branded channels in 50+ countries.

Product overview

SOUL CAP is an inclusive swimwear brand offering a unified portfolio of silicone swim caps and swimwear products designed for all hair types and body shapes. The core product line centers on swim caps (Large, Regular, Kids, and Contrast Logo variants) made from 100% premium latex-free silicone that accommodate voluminous hair, braids, and dreadlocks. The swimwear range includes women's one-piece swimsuits (Racerback, Adjustable Straps, Cross Back styles), bikini sets, men's jammers, briefs, and boxers, plus children's and toddlers' swimwear. Goggles include adult models (DURACK, KELLERMAN 2.0, JACKSON in dark and mirror variants) and kids' HAJOS goggles. Training equipment comprises kickboards and pull buoys. Accessories include ear plugs and microfiber hair towels. The brand also offers value bundles (Swim Essentials, Training, Complete Swim, Learn-to-Swim, Hair Care) for both adults and kids, plus E-Gift Cards. All products share a mission of making swimming accessible to everyone regardless of hair type or body shape, supported by the Swim Proud Fund community initiative.

Differentiator

Problem solved

Functional benefit

Products and services

• Large Swim Cap for Long Hair Premium silicone swim cap in M, L, XL, and XXL sizes, engineered with extra internal space for volume-blessed hair, braids, dreadlocks, and long hair; tight seal to keep hair dry from chlorine and saltwater; 586 verified reviews.
• Regular Swim Cap

Quantifiable outcome

• 1000+ reviews at 4.9/5 average rating across products; Large Swim Cap alone has 586 verified reviews.
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

14 partnerships are on record, tiered flagship, core and minor.

• Refugee Olympic TeamflagshipGTM or Marketing Partner · 27 July 2024SOUL CAP sponsored Olympic swimmers from the Refugee Olympic Team at Paris 2024, aligning the brand with elite swimming and its Swim Proud inclusivity mission.
• Decathlon UKcoreChannel Partner/ Reseller/ DistributorExclusive UK retail partnership where Decathlon stocks SOUL CAP swim cap products both online and in physical stores, providing broad UK consumer accessibility.
• adidas UKflagshipStrategic or Co-development Partneradidas x SOUL CAP collaboration producing co-branded swimwear (Volume 1 and Volume 2), sold exclusively through adidas.co.uk. Features SOUL CAP's signature large swim cap designs integrated with adidas swimwear aesthetics.
• Goldfish Swim SchoolcoreChannel Partner/ Reseller/ DistributorFranchise swim school with 300+ locations across the US, stocking SOUL CAP products for students and families. Provides distribution into the learn-to-swim market segment.
• Foss Swim SchoolcoreChannel Partner/ Reseller/ DistributorUS swim school franchise with 33 locations, retailing SOUL CAP products alongside swimming lessons.
• Kiyo BeautyminorChannel Partner/ Reseller/ DistributorBlack-owned beauty retailer in the UK, stocking SOUL CAP products — aligning the brand with the textured hair and natural beauty community.
• Black Lotus Braid LoungeminorChannel Partner/ Reseller/ DistributorBraiding salon and lounge in Lawrenceville, GA, retailing SOUL CAP products to customers with braided and protective hairstyles.
• GLL (Gym Memberships Ltd)coreOthersMajor UK leisure operator and registered charity. Swim Proud Fund donations have supported GLL's learn-to-swim programmes and water safety education initiatives in underserved UK communities.
• Open Minds ActivecoreOthersCommunity wellness organisation in the UK South West providing swim-based mental health and wellness programmes. Recipient of Swim Proud Fund donations.
• Love the OceansminorOthersMarine conservation and swimming charity. Beneficiary of Swim Proud Fund donations supporting swimming access and water safety education.
• Swim UnityminorOthersSwimming community organisation. Beneficiary of Swim Proud Fund donations for grassroots swimming initiatives.
• Studio ExceptioncoreStrategic or Co-development PartnerInclusive innovation consultancy that conducted research with Black swimmers and non-swimmers across the UK on behalf of SOUL CAP. This research identified six key barriers to swimming participation and informed the Swim Proud Fund strategy.
• Amazon (US, EU, Canada)coreChannel Partner/ Reseller/ DistributorMarketplace distribution through Amazon.com (US), Amazon EU (Germany/France/Spain/Italy), and Amazon.ca (Canada), enabling broad global online reach.
• Alice DearingflagshipGTM or Marketing PartnerOlympic swimmer and SOUL CAP brand ambassador. Featured in editorial content, representing the brand at Paris 2024 Olympics where SOUL CAP also sponsored Refugee Olympic Team swimmers.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Speedo: Global swimwear leader offering caps, goggles, and competition swimwear. Directly competes with SOUL CAP in swim caps and swimwear but at much broader scale and mainstream positioning, lacking SOUL CAP's textured-hair specialization.
• Arena: International performance swimwear brand with strong presence in Europe. Directly comparable product portfolio (caps, swimwear, goggles, training aids) targeting competitive and fitness swimmers, similar distribution through sport retailers.
• TYR Sport: US-based performance swimwear and equipment brand offering caps, goggles, and training aids. Overlaps directly with SOUL CAP's product categories, particularly the silicone swim cap and goggles lines, but serves mainstream competitive swimmers.
• adidas Swim: Global sportswear brand's swim category and current collaboration partner with SOUL CAP (adidas x SOUL CAP). Direct overlap in caps, swimwear, and goggles, with vastly larger scale; relationship is both competitive and collaborative.
• Nike Swim: Global sportswear giant's swim line with broad product range including caps, goggles, and swimwear. Comparable in retail scale and brand authority but lacks the inclusive-textured-hair positioning that defines SOUL CAP's differentiation.

Direct peers

• Funkita / Funky Trunks: Australian swimwear brand specialising in colourful, character-driven swimwear and caps for adults and kids. Comparable D2C-led swim brand with similar product breadth across caps, swimwear, and training gear, and parallel distribution through sport retail and swim schools.
• Maru: UK-based swimwear brand offering competitive swimwear and accessories with distinctive design. Comparable in scale and UK base to SOUL CAP, targeting similar recreational and competitive swimmer segments through DTC and specialty retail.

Emerging players

• Finz Swimwear: Australia-based competitive swimwear brand targeting masters and club swimmers. Comparable in scale and product specialism (caps, jammers, women's swimwear) to SOUL CAP with overlapping performance-swimmer customer segment.
• Fourth Element: Specialist water sports brand focused on diving, snorkelling, and ocean swimming apparel. Comparable niche-specialist positioning to SOUL CAP with overlapping performance-oriented consumer base but different core activity (underwater vs pool swimming).

Regional players

• Zoggs: UK-headquartered specialist swim brand selling caps, goggles, and swimwear across UK, Australia, and other markets. Closest UK geographic peer to SOUL CAP with overlapping product range but broader mainstream positioning and no textured-hair specialism.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/soulcapofficial
• YouTubeyoutube.com/channel/UCQjPyQQ1EXhBQFugTJBZ6-A
• Facebookfacebook.com/soulcapofficial
• Instagraminstagram.com/soulcapofficial
• TikToktiktok.com/@soulcapofficial
• LinkedInlinkedin.com/company/soul-cap

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 SOUL CAP