Our Story - 20 Years of Snapper Rock

The journey of Snapper Rock began with Liz and Mark's move to Annapolis, Maryland from New Zealand, where the idea for kids' sun-safe sailing gear took shape. Observing a lack of sun protection for young sailors, Liz penned a business plan that led to a line of technical sailing gear with a manufacturer from New Zealand. The range included innovative Titanium Rash Guards, Sailing Shorts, Spray Jackets, and UPF50+ Rash Guards. The brand, named after a cherished spot in the Bay of Islands, New Zealand, gained traction when Liz, seven months pregnant, launched the capsule range at a local boat show.

Snapper Rock quickly caught the attention of several sailing stores in the Annapolis area, and Liz took to the East Coast, selling the range to more stores. The first advertisement placed in "USA Sailor" marked a significant milestone, as the brand began to anchor itself in the American market.

Snapper Rock, Bay of Islands, New Zealand

Our new offerings included everything young adventurers needed for safe fun in the sun, from rash tops to flap hats. That same year, we celebrated our fresh direction with a vibrant photo shoot featuring the kids who inspired our designs.

Behind the scenes: Liz’s Daughter Francesca and Friends in Snapper Rock with Snapper Rock island behind.

2007 marked a year of exciting growth for Snapper Rock. We increased our presence at trade shows in both New York and Miami, which sparked a surge in the number of kids' stores carrying our brand and a notable rise in orders. As our stock levels swelled to meet the growing demand, we moved to a new house, transforming the basement into a makeshift warehouse. Amidst this expansion, Snapper Rock caught the eye of Hollywood—Jennifer Garner and her baby Violet were spotted in our swimwear, bringing a wave of attention to our brand's commitment to style and sun safety.

The year 2009 was a time of homecoming for Snapper Rock, as we made the heartfelt decision to return to the beautiful shores of New Zealand. With three kids in tow, it was a move that not only brought us back to our roots but also signaled a new chapter in balancing the demands of a rapidly growing international business with the joys and challenges of family life. This journey home reflected our brand's core values—family, protection, and the call of the ocean—reaffirming our commitment to crafting sun-safe swimwear for families around the world.

2011 saw Snapper Rock initiate an annual tradition with the inception of 'Don’t Fry Day' on the Friday of Memorial Weekend, aligning with the kickoff of summer in the USA. This awareness campaign developed by the Skin Cancer Protection Association was our pledge to ensure children are shielded from the sun’s rays during their summer adventures. By highlighting the importance of sun safety during one of the year's peak outdoor periods, we underscored our core mission: to combine fun in the sun with the utmost care for our children's skin. 'Don’t Fry Day' became a cornerstone of our brand ethos, reflecting our dedication to protecting little ones as they make their summer memories.

The year 2013 shone brightly for Snapper Rock as our swimwear graced the families of Hollywood's elite. Celebrity parents like Matt Damon and Orlando Bloom chose our UPF50+ swimwear for their children's sun-safe adventures. This nod from high-profile families affirmed Snapper Rock's status as a leader in combining safety with style, catering to those who value the blend of fashion-forward designs and essential UV protection for their young ones' seaside play.

In 2015, Snapper Rock's story was colorfully captured in a sun-drenched Florida photoshoot by renowned USA children's photographer Nicole Mitchem. Her expertise in seizing the spirit of childhood in every shot brought new life to our collections, showcasing the vibrant energy and playful essence of Snapper Rock swimwear. This collaboration not only highlighted our commitment to aesthetic excellence but also solidified the brand's image as a frontrunner in stylish, sun-safe swimwear for kids.

Earnie Award: Design & Excellence in Best Swimwear Category

Cribsie Award: Most Adorable Swimwear

Snapper Rock photoshoot Islamorada, Florida

The year 2017 was a landmark for Snapper Rock as we spread our wings even further in the international market by showcasing at prestigious trade shows including Bubble London, Pitti Bimbo in Florence, and events in Dubai. Each show was an opportunity to present our vibrant, sun-safe swimwear collections to a global audience, reinforcing our international appeal. The colorful and lively displays at Pitti Bimbo Florence, the professional atmosphere of Swim Show Miami, and the dynamic energy of Dubai reflected our brand's versatility and global reach. These events not only expanded our presence in the global market but also solidified our reputation as a leader in stylish, protective swimwear for all ages.

Swim Show Miami

2019 was a year of impactful initiatives for Snapper Rock. We embarked on a partnership with Hard Rock, merging the spirit of music with the essence of beach life in a unique collaborative collection. Alongside this exciting venture, we took a significant step towards environmental stewardship by launching our first Sustainable Collection. This pioneering line was a declaration of our commitment to the planet, offering eco-friendly options to our environmentally conscious customers. By introducing swimwear made from recycled materials, Snapper Rock reinforced its dedication to the future of our oceans and the children who play by their shores.

Launch our first capsule Sustainable Colletcion.

In 2021, we introduced Moki Sea, a reflection of Snapper Rock's commitment to sustainability merged with our flair for design. This initiative brought our best-selling prints to life in UPF50+ recycled fabrics, making eco-friendly swimwear accessible at an everyday price. Moki Sea was designed with the planet and sun safety in mind, aiming to offer the best for our children's skin, the environment, and our customers' budgets. It exemplified our journey towards more sustainable practices, showcasing our dedication to protecting both skin and sea.

Baby Innovation Award: Sunshine Accessory of the Year

In 2023, Snapper Rock's dedication to sustainability took a significant leap forward as we transitioned to using recycled plastics in 90% of our range, a move that underscores our deepening commitment to the environment. The introduction of our Adventurewear Range Raincoats, crafted from 100% recycled polyester derived from PET water bottles, marked a pivotal step in our eco-journey. We complemented our sustainable apparel with the adoption of recycled polybags, ensuring our packaging aligns with the same environmental ethos that drives our product design. This year was not just about what we created, but how we created it—mindfully, responsibly, and with an eye towards a greener future.