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The DEEP-END Story

Hey! It’s Alyssa, and I created DEEP-END CALIFORNIA.

It was 2016, and I started out with just a few hundred dollars I made through lifeguarding, swim lessons, and waitressing. I dropped out of college, and for the first time in my life, I felt free to work on whatever I wanted to. That’s when I decided to create DEEP-END.

Running a pop up at the UC Santa Cruz women's water polo tournament!

From the beginning, DEEP-END was about more than just swimwear. It was about a connection to the water, a love for adventure, and a desire to explore. Whether you're a swimmer, surfer, camper, trekker, or just someone who loves the thrill of stepping into the unknown, DEEP-END was made for you.

“DEEP-END: Born in the Water, Made for Adventure.”

I didn’t really know what I was doing - I just had a lot of ideas. I also made a ton of mistakes along the way. But as a lifelong swimmer and adventurer, DEEP-END became my creative outlet where I could express myself and share my ideas with a community who lived and breathed the same passion for water and exploration.

The early days of DEEP-END were not easy. In between waitressing and lifeguarding, I would spend my weekdays building the website, taking photos, emailing customers, answering DMs, shipping orders, designing and creating new products, and more. On the weekends, I would drive up and down the coast of California, from Sacramento to San Diego, running pop-ups at different swim meets to get the word out. It was tiring, but it was worth seeing how much everyone, especially those who shared our love for water and adventure, appreciated clothing that was designed just for them.

Fast forward to 2023, we welcomed a new CEO - Stephen. With a fresh perspective and a shared passion for water culture and the great outdoors, Stephen has been instrumental in bringing new ideas and designs to DEEP-END. Together, we're excited to see where this new chapter leads us.

It’s been a wild ride watching DEEP-END transform from something super small that I started from my bedroom, into the community it is today. Not just enjoyed by swimmers in California, but by adventurers and explorers all over the world in Asia, Europe, Canada, South Africa, and Australia.

Our goal is to stay true to the community who we've created DEEP-END for in the first place. We're passionate about water culture and the great outdoors, and we hope to inspire and outfit those who feel the same. Thanks so much for your support over the years. We are grateful to be able to create cool things for the sport and adventures we love.

xoxo, Alyssa & Stephen