Deep End was founded in a garage in Huntington Beach, California in March of 2016 by long time swimmer and water polo player Alyssa Isogawa. Alyssa envisioned fun, but cool clothing inspired by swim and water polo, which did not exist at the time. She began by creating a few simple designs and releasing them under the pseudonym Rory Lux, which quickly gained popularity online.
Gradually, as Rory Lux grew, Alyssa’s vision for Rory Lux grew as well. What was originally a fun hobby and creative outlet - a niche online shop based on the sports she loved and grew up playing - evolved into a full fledged brand including clothing, a wide range of accessories, and swim gear. Starting in the summer of 2017, Alyssa began to drive up and down the California coast, setting up pop ups at swim meets and water polo tournaments, meeting fans and winning the hearts of new ones alike. At the same time, guys and gals from all walks of life, in love with the brand’s unique vision to revolutionize aquatics, began to join the team as well.
Our Vision: A New Chapter
As the name Rory Lux began to gain recognition, the team realized they had outgrown Rory Lux’s original vision and purpose. In November of 2018, the brand retired the name Rory Lux for Deep End in order to establish their commitment to a reformation of aquatics. Our vision for Deep End is to pioneer a culture and movement rooted in art and innovation - through well designed clothing and technical products, inspired by athletes and the aquatics lifestyle.
Our designers are athletes that only design what they love and would wear in and out of the pool themselves. Our clothing is made to be worn and loved by swimmers and non swimmers alike, while our Deep End x LAB line of products more technical and experimental.