Olympian Leisel Jones has raised capital from private investors for a new swimwear venture.
All I Sea has reported a successful first round in funding, with additional revenue raising set for a later date.
The venture aims to tackle a new category, combining both activwear and swimwear.
It is helmed by Jones in conjunction with health and fitness publicists Keri Kitay and Scott Henderson.
Kitay said the brand will be available this summer, with plans to take the brand across Australia and the overseas market.
She said the team is firmly focussed on a US launch in the near future, following a successful market trip.
"All I Sea is an innovator in the category of active swimwear, and aims to create an authentic label that delivers a performance focused solution to both the active and swimwear markets, bridging the gap that until now disconnects to two for all levels of athlete.
“We are all athletes, and we wanted a product that lets us live our lifestyle. Going for a run and then a swim and a run again, without been stuck in the middle of bathers and running gear. We wanted something transitional.”