Swimwear is not what comes to mind when you think of Humboldt fashion. We’re typically limited to rain gear, hiking gear and cozy clothing, and it’s hard to picture someone wearing swimwear out on our beaches. It’s hard to imagine that there is a market for swimwear here.

But Lorena Alvez, 33, owns and operates On the Lo Swimwear here in Humboldt County.

Alvez founded the company in 2018 with a vision to create swimwear that is fashionable, inclusive and sustainable. Originally from Brazil, Alvez took the cheeky design of Brazilian swimwear and is making it accessible to as many bodies as possible.

“I try to tell ladies that it shouldn’t matter what a tag says,” Alvez says. “What matters is that it fits your body.”

Offering pieces in sizes ranging from XS to 2XL, she aims to change her size guide to be on a numbered system. This way, any implications that come with the typical sizing system are removed. Currently, Alvez markets her work on Instagram and sells it directly through her website.

“I struggled with body issues throughout my life, and my business not only has a creative aspect to it but it helps me empower myself and other people,” Alvez said.

Every anniversary for her business, Alvez invites local women to model her swimwear. Last year, nearly 30 women took part in this photo shoot.

“I see these ladies in all shapes and sizes celebrating each other and it’s powerful,” Alvez says. “I want inclusivity to also mean community.”

Alvez and her family immigrated to Boston when she was 7 years old. Being the oldest of three siblings, Alvez spent most of her upbringing in Boston and went to University of Massachusetts-Amherst for her undergraduate years. In that time she studied abroad in Argentina and Spain while earning her degrees in psychology and Spanish. Fatefully, she made a friend while abroad who was a student at Cal Poly Humboldt, formerly Humboldt State University.

After graduating, Alvez had to hustle just to pay her student loans. She held five jobs including bartending, nannying and being a personal assistant.

Eventually Alvez was convinced to take a week-long vacation by her friend to visit California. She landed in San Francisco for Pride 2013 and they drove their way up to the Redwood Curtain. After the week was done, Alvez called her mom to tell her she was not going back to the East Coast.

She fell in love with Humboldt, but still had to work day to day to pay her student loans. Throughout the next five years, working without any creativity began to wear on Alvez. Then, in 2017, she took a trip to Brazil to visit family. Her uncle had an idea to go to a seamstress to get custom speedos made, and asked if she wanted to tag along. It was here that Alvez designed her first bottoms and got the idea to start selling her designs back home in the United States.

She brought stock of her design back with her and sold them all on SnapChat and local markets quickly enough that she wanted to make more. In some cases, she would take her inventory to prospective buyers’ homes so they could try on the swimwear before buying it.

“I had customers asking me to design tops, so that’s when I said, ‘OK, I’m starting a business,’” Alvez says.

In the summer of 2018, Alvez took part in the Small Business Development Center (SBDC) Summer Entrepreneurship Program and it helped solidify her transition into a legit business. By 2019, Alvez began to make body suits and launched her website and online store. Then in 2020, she launched Unisex swimwear, speedos and boardshorts.

Alvez’ designs became popular so quickly that they were featured in the New York Fashion Week 2021. Alvez documented the entire thing here.

Though every piece is handmade, Alvez inventory grew large enough that she began to offer wholesale purchases. She also offers local customers the opportunity to visit her home studio to try on swimwear before they buy it.

Alvez hopes to partner with local businesses to sell her swimwear in-store, but she has not locked down a deal. This is part of the reason she started a website so quickly, especially for a business as small as hers.

“I had considered closing my business a few times but I love it so much,” Alvez says. “I always had side hustles to keep it alive.”

Unrelated to the swimwear, Alvez wants to focus on community engagement with things like the “Goddess Hike” she is advertising on Instagram for April 15. She also hopes to participate in giveaways with other brands and local businesses.

Looking ahead, Alvez established an LLC in Mexico with the intention to expand farther than Humboldt County. She also is determined to find a sustainable fabric to make her products better quality and to have more longevity than typical swimwear.

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Got an interesting story about living the Humboldt Hustle? Email eddie@lostcoastoutpost.com. He’d love to hear it!