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Company History

French American designer Asha DeMarco is the creative force behind the ASHA COUTURE and ASHA DEMARCO collections. Raised in Santa Barbara, Asha spent nine months of the year wearing swimwear on the sunny beaches of Southern California. Daughter of French automobile designer Alain Clénet, creator of the Clénet roadster, Asha has designer genes. Her father and his contemporaries; designers, filmmakers and artists fostered Asha's early interest in the arts, which developed into a love of fashion design and ultimately lead to the launch of ASHA COUTURE in 2003.

Asha's European style is attributed to the influence of her French family and Italian husband. This European culture is reflected in the design of each collection. A diving enthusiast, Asha also draws inspiration from "time spent in the ocean, discovering some of the most beautiful colors and prints in nature."

What is it about the ASHA swim collections? Some say the fabrics, others say the designs, but what makes this swimwear so unique is the designer's impeccable attention to detail. "The key to a good swimsuit is in the hidden engineering", she says, "Couture swimwear has consisted of triangle bikinis and un-constructed silhouettes for years. There was a void in the designer swim market for high-fashion swimwear with bust support. Our swimwear fills that void."

Whether lounging poolside or playing in the surf, the ASHA woman is both effortlessly chic and feminine in luxurious fabrics and a swimsuit which is well-designed inside and out. ASHA resort wear is perfect for transitioning from poolside to sunset cocktails.

For Asha, elegance is built in to the fit, not just added embellishment. Her #1 selling Dr. No bikini has served as DeMarco's template for the merging of fashion and function that has become the benchmark of the ASHA label. In the past, swimwear designs were more concerned with function and coverage, but lacked elegance. Then the pendulum swung toward bearing it all, from skimpy tops to string bikinis, none of which were flattering. "People thought of the word elegant as black tie and evening gowns. I felt that chic, luxury swimwear should be a staple in every woman's wardrobe."

Gaining the attention of Sports Illustrated shortly after she launched her first collection, Asha was invited to take part in the coveted Swimsuit Issue in 2004, 2005, and 2006 and Sports Illustrated featured three of her designs in their 2007 coffee table book, Exposure.

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