What Blis . Surf does

Blis Surf, operating under the legal entity Better Living In Sustainability, is a Chicago-based direct-to-consumer apparel company that designs and sells women's and men's swimwear, activewear, and casual lifestyle clothing positioned for users transitioning between Great Lakes freshwater and coastal saltwater environments. Its catalog spans bikini tops and bottoms, one-piece swimsuits, rash guards, boardshorts, swim trunks, hooded casuals, half-zips, and accessories, with unit prices ranging from $18 to $220 and free domestic shipping above $100. The brand differentiates on sustainability: all garments are marketed as carbon-negative through a proprietary digital system, the Metaphorest Engine, which calculates lifecycle emissions from raw-material density through last-mile shipping and applies a hyper-offset protocol (up to 2x required offset) routed through Ecologi for reforestation and verified via blockchain ledger. Production relies on GRS-certified recycled polyamide/polyester, OEKO-TEX STANDARD 100 certification, vegan water-based dyes, and UV50+ treatment on swimwear, with a roadmap toward ECONYL and Bio-Synthetics.

The company's go-to-market is digital-only: a single owned e-commerce storefront (blis.surf) with no physical retail, no wholesale partnerships, and a continental-US-only shipping policy. Customer acquisition is built around a 15% first-order email-newsletter incentive, brand storytelling content ('Transmission Log'), and sustainability PR around partnerships such as the Ecologi tree-per-purchase program and the Surfrider Foundation Chicago Chapter Third Coast Initiative. Underlying technology includes a React/TypeScript microservices architecture on renewable-energy hosting through Hostinger, with Stripe handling payment processing and no full card numbers stored on company servers. The co-founders are AmenRey (Creative Director and Co-Founder) and Hannah Williams (Co-Founder); the company was founded circa 2023, operates with 1-10 employees, and is privately held without disclosed external funding or institutional investment.

Name

Blis . Surf

Legal name

Better Living In Sustainability

Website

https://blis.surf

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Blis Surf is a Chicago-based direct-to-consumer apparel brand selling women's and men's sustainable swimwear, activewear, and casual wear designed for freshwater-to-saltwater transitions, sold exclusively through blis.surf to continental-US consumers with a proprietary carbon-negative Metaphorest Engine underpinning its sustainability claims.

Ownership category

akta.pro rank

Product category

Sustainable Apparel

NAICS

Apparel Manufacturing (315), Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Swim & Surf Performance Wear (CRAAAEAG)

akta.pro secondary industries

Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes) (CRAMAIAJ), Swimwear & Beachwear Cut & Sew (IMAOAEAH)

Keywords

• Sustainable swimwear
• Eco-friendly activewear
• Carbon negative apparel
• Recycled surfwear
• Climate positive clothing

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct product sales of sustainable lifestyle apparel including swimwear, activewear, casual wear, and accessories. One-time purchase model for individual products with no subscription component. Revenue generated through e-commerce transactions on blis.surf.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Blis Surf designs, produces, and sells sustainable lifestyle apparel including women's and men's swimwear (bikini tops, bikini bottoms, one-piece suits, boardshorts, swim trunks, rash guards), activewear (ACTV line), casual wear (CHIL line), and accessories. Products are made from GRS-certified recycled materials with OEKO-TEX STANDARD 100 certification and engineered to be carbon negative by default through the proprietary Metaphorest Engine, targeting active water sports enthusiasts and eco-conscious consumers transitioning between freshwater Great Lakes environments and coastal saltwater conditions.

Differentiator

Problem solved

Functional benefit

Products and services

• ACTV Eco-conscious Activewear Collection Eco-conscious activewear line for men and women made from reclaimed ocean plastics and organic fibers, meeting OEKO-TEX and Organic Content Standard (OCS) certifications. Designed for athletic activities, workouts, and active lifestyle wear including movement and performance.
• Women's Swimwear Collection Women's swimwear line including bikini tops, bikini bottoms, one-piece swimsuits (UV Master series), and rash guards with UV50+ protection. Technical silhouettes include Vertex, Thruster, High Tide, and UV Master series designed for surf, swim, and beach activities.
• Men's Swimwear Collection Men's swimwear line including boardshorts (Hybrid collection) and swim trunks (Volley collection) plus rash guards. Technical silhouettes engineered for surf and swim performance.
• CHIL Casual Apparel Line Casual apparel line including hoodies, half-zips, and bombers for women (e.g., Hood . Breaks, Hood . Session, Half/Zip . Quartz) and men, designed for everyday wear with sustainability credentials.
• Accessories and Gear Accessories including socks (The Crew . Prism at $18) and water bottles (Vessel . Petra at $48) and other gear sold through the Gear section of the website.

Quantifiable outcome

• Net negative carbon emissions achieved per product through Metaphorest Engine hyper-offset protocol
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and supporting.

• EcologicoreStrategic or Co-development Partner · 8 April 2024Partnership to plant a tree for every purchase made on the Blis Surf platform. Supports global climate action projects including forest gardens in Tanzania, deforestation combat in DRC, and green energy projects in India, Indonesia, and Brazil. Resources routed through Ecologi's verified reforestation network.
• Surfrider Foundation (Chicago Chapter)coreStrategic or Co-development PartnerPartnership for the Third Coast Initiative - quarterly beach clean-ups in Chicago and Blue Water Task Force operations. 2026 goal to remove 1,000 lbs of trash from Chicago shorelines.
• HostingersupportingTechnology or IntegrationWebsite hosting provider verified by Green Web Foundation. 100% renewable energy (Solar/Wind/Hydro) powering Blis Surf's digital operations with near-zero Scope 2 emissions (15 tCO2e).
• StripesupportingTechnology or IntegrationPayment processing partner handling all transaction security. Blis Surf does not store full credit card numbers on their servers.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Outerknown: Founded by surf legend Kelly Slater, Outerknown is a sustainable men's and women's apparel brand that directly competes in the eco-conscious surf/lifestyle segment with similar DTC-plus-wholesale positioning and recycled/organic material emphasis.
• Hurley: Hurley is a Nike-owned surf and lifestyle apparel brand offering boardshorts, rash guards, and swim trunks for men and women — directly comparable product categories and surf-culture positioning to Blis Surf.
• Summersalt: Summersalt is a digitally-native women's swimwear and activewear brand DTC-targeted at the eco-conscious traveler, with recycled-nylon suits and recycles-focused marketing very analogous to Blis Surf's positioning.
• Billabong: Billabong is a heritage surf apparel and boardshorts brand serving the same action-sports lifestyle demographic as Blis Surf, with overlapping swimwear, activewear, and casualwear product lines.
• Rip Curl: Rip Curl is an established Australian surf brand manufacturing wetsuits, boardshorts, and beachwear — overlapping with Blis Surf's men's and women's surf/swimwear across similar price tiers and water-sports customer segments.
• Roxy: Roxy is the women's surf/swimwear brand under Quiksilver, offering bikini tops, bottoms, one-pieces, rash guards, and surf lifestyle apparel — directly overlapping Blis Surf's women's swimwear SKU set and target customer.
• Vitamin A Swimwear: Vitamin A is a women's sustainable swimwear brand using recycled and natural fibers (including ECONYL), with a comparable eco-luxury positioning and bikini/one-piece SKU overlap with Blis Surf women's line.

Broad incumbents

• Reformation: Reformation is a sustainable fashion brand with a strong eco-marketing playbook that overlaps with Blis Surf on the eco-conscious apparel positioning, while serving a broader women's fashion customer rather than surf-specific.
• Patagonia: Patagonia is the established leader in sustainable outdoor and surf apparel with broad product breadth; it overlaps with Blis Surf on Wetsuits/Rash Guards and activewear but operates at much greater scale and across many more categories.

Emerging players

• Wolven: Wolven is a smaller direct-to-consumer sustainable activewear and swimwear brand using recycled polyester, comparable in scale and eco-positioning to Blis Surf in the eco-DTC apparel space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Blis . Surf