Vitamin A
Swim USA · United States
Vitamin A is a Californian swimwear brand launched in 2000 by designer Amahlia Stevens. It makes women's swimwear and beachwear with a focus on sustainable, local production, and has been owned by Swim USA since 2023.
| Founded | 2000 |
|---|---|
| Founder | Amahlia Stevens |
| Base | California |
| Owner | Swim USA (from 2023) |
| Website | vitaminaswim.com |
What is Vitamin A?
Vitamin A is a women's swimwear label from California, founded in 2000 by designer Amahlia Stevens. From the start the brand prioritised sustainable and local production, informed by Stevens' earlier work with Patagonia.
Products and positioning
The brand designs swimsuits, bikinis and beachwear in the premium segment, complemented by beach accessories. Its positioning combines Californian design with an environmental focus, and it has been listed by retailers specialising in ethical fashion.
Distribution
Vitamin A has historically split its business between direct-to-consumer sales and wholesale, with around 200 wholesale partners including Holt Renfrew and Revolve. During the pandemic its direct share rose to around 70% by the end of 2020.
Ownership
In June 2023, Vitamin A was acquired by Swim USA, a family-owned swimwear company whose portfolio includes Miraclesuit and Amoressa and licensed swimwear for brands such as Polo Ralph Lauren and Reebok.
Why it matters
Vitamin A is an example of a founder-led, self-funded sustainable swimwear label finding a long-term home within a specialist swimwear group.
Frequently asked questions
Who founded Vitamin A swimwear?
Vitamin A was launched in 2000 by designer Amahlia Stevens.
Who owns Vitamin A?
Swim USA, a family-owned swimwear company, acquired Vitamin A in 2023.