The Deeper Story

I have always loved everything about the classic old-school surf and skate look: the laid-back style, the vintage prints, the relaxed vibes, all of it. But there's one problem - I'm not a surfer, and I can't skate to save my life.

I’m a scuba diver. 

Raised by the Sea

I’m Jade - a PADI Divemaster of 22 years, paddleboarder, wild swimmer and all-round ocean explorer, born and bred in the small coastal town of Folkestone, Kent.

I first started scuba diving when I was 14 years old and spent a decade travelling solo and living out of a backpack. When I eventually moved back home, I met my husband, built a house, and time stood still for a bit. One thing that has never changed, though, is my love for the ocean.

I’ve not worn my BCD or fins for a little while now, but being a scuba diver is an identity that never truly dries out. It’s part of who I am, whether I’m 40 metres underwater or just walking along the pebbles.

Studio to the Shore

Dive clothing always seems to be split into two extremes: hardcore technical kit for out on the boat, or cheap, cheesy novelty t-shirts. I wanted to create relaxed, lived-in streetwear with homegrown designs that represent the scuba diving life even on dry land. A subtle nod to the ocean that proves you’re still a diver long after you've taken the wetsuit off. 

Finally, I'm creating the clothes I always wanted to wear, but this isn't just about clothing; it’s about a shared love for the water and the community we build around it. It’s for my fellow female scuba divers, wild swimmers, and ocean adventurers who find their peace when they smell the salt in the air.

So no matter what kind of ocean-lover you are, I’m so glad you’re here.

See you in the water (and on the shore),

Jade
Founder & scuba diver, always.