How Libby De Santis, Owner of Indah Clothing, Built a Swimwear Brand Women Obsess Over
From handmade roots to high end retailers, here’s how she scaled smart...
This Deep Dive is brought to you by Exhibit A Magazine. Check us out daily for more Femme empowering content daily!
Meet Libby De Santis, the brains and brawn behind Indah Clothing. Starting with stretch fabric savvy from designing yoga gear, Libby saw an opening: vibrant, sustainable, island-inspired pieces that feel handmade and high end all at once. With a globetrotting spirit and patience for pattern-making (and a dash of cheeky wit), she crafted a brand that speaks to both 20-somethings and 60-year-old beach bums. Today, Indah sells eco-conscious bikinis, resort ready dresses, and knitwear that fits a suitcase and wardrobe. In this behind-the-scenes breakdown, we'll unpack the blueprint: from sewing first stitches in Bali workshops to scaling up through digital marketing and wholesale. Ready to reverse engineer a blueprint for female founder success?
Foundation: Building from Bali with Intent
Skill Stack your niche…
Libby began with yoga wear before launching swimwear, learning stretch fabrics gave her a technical edge. That niche expertise proved invaluable: her pieces fit bodies that move, snorkel, and lounge with ease.
Name with meaning…
“Indah” means “beautiful” in Indonesian, a clever SEO-friendly brand name that invokes exotic elegance. A smart move for “sustainable fashion brand” searches.
Rooted in place…
Produced in Bali, Indah merges local green batik craftsmanship with eco friendly processes, a strong selling point in sustainable swimwear markets.
Launch: From Niche to Noticed
Fashion week splash…
By 2013, Libby debuted at Mercedes Benz Swim Week in Miami, making waves with coral reef inspired designs and crochet details, color blocking meets macramé glam.
Own your aesthetic…
Underwater vibes, fringe, Aztec and animal prints, all tied to that Bali-beach lifestyle. Cohesive, recognizable, and refreshingly fun.
Media savvy
Coverage in powerhouse outlets like Surfer magazine, IGTV features (Swirl Boutique, TikTok), and runway shots ensured that SEO terms like “eco swimwear” and “green fashion” stuck.
Scale: How Libby Leveled Up
Product line expansion
Went from bikinis to resort wear, dresses, and fall knitwear, broadening appeal and catering to every beach to street moment.
Wholesale & collabs
Partnered with boutiques like Swirl and sustainable players like Niluh Djelantik, leveraging cross promotion to tap into new markets.
Digital storefront & community
Indah’s site offers global shipping and a strong Instagram/TikTok presence. “Meet the designer” TikTok videos modernize the brand, building personal connection and SEO buzz.
Sustainability credentials
As one of the only “green batik factories,” Indah earns SEO traction in search terms like “ethical swimwear Bali”—and gives consumers feel‑good reasons to buy.
Lessons from Libby: Founder & Fashion Wins
Build on what you know: turn stretch‑fabric expertise into swimwear mastery.
Tell a story: Bali roots + green production = authentic brand narrative.
Go premium early: runway shows + media coverage = credibility.
Expand wisely: introduce lines that feel cohesive and on-brand.
Sell everywhere: DTC site + boutique partnerships + social engagement = reach.
Libby De Santis didn’t just sew swimsuits, she tailored an identity: eco-conscious, Bali-beautiful, and widely accessible. Her recipe? Technical ability, vibrant brand storytelling, sustainable practices, and strategic expansion. For female founders dreaming of building stylish, scaleable brands, or anyone who believes a good bikini can come with great ethics, Indah’s blueprint is beach bag ready.