The brand was founded by Deborah Soriano, who was born in São Paulo, Brazil, before relocating to Miami. According to the company, the birth of her daughter Alexis in 1993 inspired the creation of a swimwear business dedicated to attractive, high-quality children’s beachwear.1

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

Submarine has since grown from its Brazilian origins into an international children’s swimwear label. Retail partners describe the brand as maintaining its tropical Brazilian roots and sophisticated aesthetic while adapting its offerings for the American market.3

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

Key aesthetic characteristics 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 descriptions of the brand have also highlighted exclusive digital prints, intricate embroidery, and details specific to individual swimsuits.2

Submarine is principally a children’s swimwear brand, offering both one-piece and two-piece swimsuits.

One-piece swimsuits

One-piece styles constitute a significant portion of the range. Examples include designs such as Not Too Basic, The X, Under Covered, Details, and Let’s Split. These typically combine fashion elements with practical features, including adequate coverage and resistance to both 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 swimsuits to include cover-ups and other beachwear, positioning Submarine as a broader children’s resort and beach lifestyle brand. The current website lists skirts and cover-ups alongside traditional swimwear.1

A core aspect of the brand’s value proposition is the integration of fashion with practical sun protection.

Many swimsuits utilise a polyester/Lycra blend, with individual product specifications often listing 80% polyester and 20% Lycra.1

The brand states that its swimwear provides UPF 50+ protection, blocking more than 97% of UV radiation. This specification is consistently identified across official product listings.1

Additionally, certain styles are described as salt- and chlorine-resistant, making them suitable for use in both ocean and swimming pool environments.1

Although Submarine has Brazilian origins and is based in the Miami area, its products are manufactured in Colombia. The company states that it works with skilled women artisans in Colombia, and individual product listings identify Colombia as the country of manufacture.1

This results in a tripartite brand identity: Brazilian creative heritage, a Miami-based business operation, and Colombian production. This combination is central to understanding the brand’s market positioning.

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

The brand’s website also notes that its collections are available in children’s specialty stores globally.1

Submarine occupies a distinctive niche in 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 characteristics such as UV protection, coverage, and durability.

This places the brand within the designer children’s resortwear and premium swimwear segment rather than the mass-market category.

The visual language of Submarine can be broadly described as tropical, playful, sophisticated, feminine, and fashion-forward.

The Brazilian influence is fundamental to this identity. 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 approach allows the products to feel contemporary while retaining a recognisable connection to their origins.2

Deborah Soriano is the founder and designer associated with Submarine. She established the brand in 1993 and continues to be identified with Submarine Swim in the Miami area.1

Her Brazilian background and experience living in Miami are integral to the company’s narrative; Submarine emerged from her attempt to introduce the aesthetic and quality of Brazilian beachwear to a market she felt lacked comparable children’s products.2

Four elements define the brand’s market position:

1. Brazilian heritage: The aesthetic is rooted in authentic Brazilian beach culture rather than using the beach as a generic fashion theme.
2. Children’s luxury positioning: Swimwear is treated as fashion, with significant attention paid to prints, embroidery, silhouettes, and styling.
3. Functionality: 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 is not exclusively Brazilian or American; it was created from Brazilian inspiration, developed around Miami, manufactures in Colombia, and sells 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