From it's inception, Us Girls targeted a niche that had never been attempted before. In fact many people told them it couldn't be done because there simply weren't enough women surfing to form a large enough consumer audience. Us Girls piloted a fashion industry trend brought about by a functional need in women's surfing apparel. " We are the originators of true surf wear for women," clarifies Lane Davey designer and founder of Us Girls who realized that all women surfers shared a common problem, that of not having anything to wear "that worked" for their sport.
Fashionable bikinis at that time were limited to active bikinis which created "chaffing", a very conservative sport look or cutesy bikinis that literally "fell off" in the water, so the pioneers of women's surfing and surfing apparel set fashion standards of their own from the sheer aspect of what they found fashionable, yet functional, to wear on and off the BIG SURF.
