The history of Submarine is closely tied to its founder, Deborah Soriano. Born in São Paulo, Brazil, Soriano later relocated to Miami. The birth of her daughter Alexis in 1993 served as the catalyst for establishing a business dedicated to attractive, high-quality children’s beachwear.1

Prior to the formal launch of Submarine, Soriano identified a gap in the American market for children’s swimwear that reflected the colourful and sophisticated aesthetic of Brazilian beach culture. She initially travelled between Brazil and Miami, importing swimwear for friends, neighbours, and small boutiques. As demand increased, this informal enterprise evolved into the Submarine brand.2

Since its inception, the label has transitioned from its Brazilian beginnings to become an international children’s swimwear brand. Retail descriptions note that Submarine maintains its tropical Brazilian roots and sophisticated aesthetic while adapting its offerings specifically for the American market.3

Submarine operates at the intersection of Brazilian beach culture and fashion-oriented children’s clothing. Rather than positioning children’s swimwear solely as functional sportswear, the brand treats its pieces as fashion items. Official product descriptions characterise the collections as “cool, edgy, and high-end” children’s beachwear.1

Key characteristics defining the brand’s aesthetic include:

• Bright and colourful palettes
• Tropical and nature-inspired prints
• Fashion-oriented silhouettes
• Embroidery and decorative details
• Reversible and adjustable designs
• A blend of playful and sophisticated styling
• Brazilian-inspired beach sensibility

Earlier accounts of the brand also emphasise the use of exclusive digital prints, intricate embroidery, and detailing specific to individual swimsuits.2

Submarine is primarily a children’s swimwear brand, offering collections that encompass both one-piece and two-piece styles.

One-piece swimsuits

One-piece swimsuits constitute a significant portion of the brand’s catalogue. Styles such as Not Too Basic, The X, Under Covered, Details, and Let’s Split typically combine fashion elements with practical features, including adequate coverage and resistance to salt water and chlorine.1

Bikinis

The brand produces girls’ bikinis featuring adjustable and high-waisted silhouettes. Certain designs are reversible, allowing the wearer to alter the appearance or waist configuration of the garment.4

Beachwear and cover-ups

Recent collections have expanded beyond traditional swimwear to include cover-ups and other beach apparel. This shift reinforces Submarine’s positioning as a broader children’s resort and beach lifestyle brand rather than exclusively a swimsuit manufacturer. The current website lists skirts and cover-ups alongside swimwear options.1

A core component of the Submarine value proposition is the integration of fashion with practical sun safety.

Many swimsuits utilise a polyester/Lycra blend, with specific product descriptions citing a composition of 80% polyester and 20% Lycra.1

The brand states that its swimwear offers UPF 50+ protection, blocking over 97% of UV radiation. This specification is consistently highlighted across official product listings.1

Additionally, select styles are described as resistant to salt and chlorine, rendering them suitable for use in both ocean and swimming pool environments.1

Despite its Brazilian heritage and Miami base, Submarine manufactures its products in Colombia. The company collaborates with skilled female artisans in the country, and individual product listings identify Colombia as the place of manufacture.1

This operational structure creates a distinct three-part identity for the brand: Brazilian creative heritage, Miami-based business operations, and Colombian production. This combination is central to understanding Submarine’s market positioning.

Submarine has expanded its distribution beyond the United States. Trade information indicates that the brand is available across North America, South and Central America, the Middle East, Asia, and Europe through upscale department stores and specialty boutiques.3

The brand’s official website confirms that its collections are stocked in children’s specialty stores globally.1

Submarine occupies a specific niche within children’s fashion as premium, fashion-oriented swimwear with Brazilian beachwear DNA. Unlike purely athletic swim brands, it emphasises style, prints, craftsmanship, and fashion while retaining practical attributes such as UV protection, coverage, and durability.

This approach places Submarine within the designer children’s resortwear and premium swimwear segment, distinguishing it from mass-market alternatives.

The visual language of Submarine encompasses tropical, playful, sophisticated, feminine, and fashion-forward elements. The Brazilian influence is integral; rather than relying on stereotypical national imagery, the brand translates the country’s beach culture into colour, print, relaxed silhouettes, and a vacation-oriented attitude. This ensures the products feel contemporary while maintaining a recognisable connection to their origins.2

Deborah Soriano is the founder and designer behind Submarine. She established the brand in 1993 and remains associated with Submarine Swim in the Miami area.1

Her Brazilian background and experience residing in Miami are foundational to the company’s narrative. Submarine emerged from her effort to introduce the aesthetic and quality of Brazilian beachwear to a market she perceived as lacking comparable children’s products.2

Four primary elements define the Submarine brand:

1. Brazilian heritage: The aesthetic is grounded in authentic Brazilian beach culture rather than treating the beach merely as a generic fashion theme.
2. Children’s luxury positioning: Children’s swimwear is approached as fashion, with significant attention paid to prints, embroidery, silhouettes, and styling.
3. Functionality: Features such as UPF 50+ protection, salt/chlorine resistance, and practical coverage are integrated directly into the designs rather than treated as secondary considerations.1
4. International identity: The brand possesses a transnational character, created from Brazilian inspiration, developed in Miami, manufactured in Colombia, and sold internationally.

1. About Us – Submarine Swim
2. Submarine Swim – The Little Red Planet
3. Submarine wholesale products
4. High Tides Leo Butterfly Adjustable Bikini, Red – Submarine Swim Swim | Maisonette