It started with one man’s eye for style. A native of New York City and a retired U.S. Navy veteran, Damell L. Keys Sr. learned fashion the way the city teaches it: fast, fierce, and unapologetic.

Sharp lines. Street influence. A refined sense of what it means to stand out without trying too hard.

But swimwear never caught up. Limited fits, safe colors, nothing built for people who move between the pool, the block, and the night out.

So in 2004, an idea was born: a swim line made for individuality, for people who want their fit to say something.

That idea became Urban Swimwear.

Poolside. Street ready. Always bold.