Aurora San is a Swimwear Startup Using the Direct-to-Consumer Model

 - Jun 12, 2017
References: wolfandbadger & wwd
With summer clearly in sight, sisters Gemma Sherman and Natasha San have founded a direct-to-consumer swimwear business called Aurora San, which aims to change the way women buy their beachwear.

Aurora San is a direct-to-consumer swimwear startup that has been in business since May of 2017. The brand's first collection is largely based around timeless silhouettes that can be updated with each season simply by the changing of the swimsuit straps. As a result, the Aurora San collection includes five styles of customizable swimsuits that feature the interchangeable straps. There are also numerous different straps to choose from, including printed and solid colors.

By making interchangeable swimwear available directly to consumers, Sherman and San are filling a long-overlooked gap in the marketplace that has previously gone unnoticed by mainstream fashion brands.