This Is Her Line in the Sand: How Lynne O’Brien Turned a Personal Health Battle Into a Swimwear Brand That Protects More Than Skin

When I first met Lynne O’Brien, I instantly thought: this is the kind of founder story we need more of. Her brand, Line in the Sand, had already caught my eye for its sustainability, sleek aesthetic, and give-back model. But what I didn’t realize was just how personal the brand’s mission truly is.

Lynne launched her swimwear and athleisure line after being diagnosed with leukemia. Her doctors warned her that she was at greater risk for melanoma and needed to avoid direct sun exposure. For most people, that might have meant less time outdoors. But no, not for someone who lives for paddle boarding off Cape Cod or snorkeling in the Bahamas– that wasn’t an option. Instead she doubled down on her love for the ocean.

“I just wanted something I could wear to go paddle boarding, swimming, kiteboarding—all the things I love. But I couldn’t find anything. Everything either looked like it was made for kids or was completely impractical,” she told me. “Everything was either too revealing, not cute, or made with poor-quality materials. So with zero fashion experience, but a LOT of passion, I just decided to start my own.”

“I simply couldn’t find anything I actually wanted to wear,” Lynne told us.

From Surviving to Creating

Talking with Lynne, it became clear that her business wasn’t just a pivot, it was a purpose. I asked where her love for the ocean came from, and she lit up describing her favorite places: Chatham on Cape Cod, the Bahamas, and early mornings on the water learning to kiteboard. “The water is my happy place,” she said.

But it wasn’t just about her own need for sun protection, it was about inclusivity and confidence. “I kept hearing from friends who didn’t want to go to the beach because they didn’t feel comfortable in a swimsuit,” she told me. “I thought, no—we don’t know how long we have here. We should be able to go outside and enjoy it, no matter what.”

“This company is my line in the sand. I’m not going to stay inside, and I don’t want anyone else to either. I wanted to create something that empowers people to enjoy life and helps give back in the process.”

However, Lynne wasn’t a designer. She was a lawyer, a healthcare policy expert, and a member of the Biden Cancer Moonshot task force.

And so, without any background in fashion or retail, she got started on her own solution.

She began by designing full-coverage, flattering pieces that are equal parts performance and protection. Think swim leggings, long-sleeve swim dresses, skorts, and sleek rash guards. They’re not frumpy or athletic afterthoughts. They’re elevated, intentional, and made to move with you.

The“It’s like wearing your favorite yoga pants, but to the beach,” Lynne said, and I completely got it. There’s something empowering about being able to move, play, and feel great in your own skin—without worrying about sunscreen reapplication or unwanted stares.

Lynne’s goal was never just to build a swimwear brand. It was to create change. That decision led to a brand that not only protects skin, but also supports causes close to her heart. Today, Line in the Sand donates 100% of its profits to ocean conservation and cancer organizations. One hundred percent.

Let that sink in.

Built From Scratch, for Real Life

You don't have to be lounging poolside to wear their products. Whether you’re surfing, boating, golfing, or running after your kids, the brand’s high-performance pieces are designed to stay put, offer sun protection, and make you feel amazing doing it.

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And the vibe? I'd say: sporty, smart, and stylish. Think of it as modern activewear you can swim in with no wardrobe malfunctions.

“I wanted pieces that look good and stay on. I’m the customer, so I design what I actually want to wear.”

One of the things that stuck with me most in our chat was how much grit it took to get the brand off the ground. Lynne shared how she started by sourcing recycled fabric from Italy—only to hit a wall when factories explained she needed a pattern first. "I was like, what’s a pattern?" she laughed.

After trying to produce in the U.S.—including a factory that was looted during the Black Lives Matter protests—she ultimately moved production overseas. “It wasn’t what I wanted to do at first,” she told me. “But we were running into dead ends everywhere. There just isn’t the infrastructure here anymore for swimwear production.”

Despite those setbacks (plus COVID delays, tariff issues, and more), Lynne stayed focused. “I really wanted to do everything right: sustainable materials, ethical production, and giving back.”

Despite having no background in apparel, Lynne threw herself into sourcing sustainable materials (like recycled Italian nylon), navigating international production hurdles, and scaling a digital-first business—while still doing all her own PR.

The Power of Story—and Press

“I got our first Oprah feature by emailing the fashion editor directly,” Lynne said. “I didn’t have a PR team. I just told my story.”

That scrappy spirit earned Line in the Sand coverage in Oprah Magazine, Forbes, U.S. News & World Report, and Katie Couric Media. One feature even caused a bestseller to sell out overnight.

And now, with support from platforms like Press Hook and a growing base of loyal customers, the brand is leaning into its moment.

What’s Next?

Expect more of what customers love: full-coverage, sun-safe styles for women who want to feel good and do good. Upcoming plans include:

• Expanding the best-selling swim leggings (with even more designs and colors)
• New styles with customizable coverage (neck, arms, legs—you choose)
• A kids’ collection for the next generation of ocean lovers
• Multi-use pieces like the performance skort, great for beach, sport, and travel

“We’re staying true to our swim focus, but expanding into pieces that work beyond the water,” Lynne said. “The goal is always to help people feel amazing and protected.”

Editor Picks: Our Favorite Pieces

👗 Long-Sleeve Swim Dress
A one-piece wonder that blends full coverage with effortless style. Great for sun protection without sacrificing flair.

🎾 Performance Skort
Part swimwear, part activewear—this is your go-to for golf, tennis, paddle boarding, or whatever summer throws your way.

🩱 Swim Leggings

‍Comfortable, chic, and made to move. Whether you're paddle boarding or just chasing your toddler poolside, these are a game-changer.

Final Thoughts

After meeting with Lynne, I realized that Line in the Sand is more than just sustainable swimwear. It’s a hopeful reminder that you don’t have to sacrifice style for sun safety, or purpose for profit.

Lynne O’Brien built a brand on resilience, integrity, and impact. And in doing so, she gave us all permission to draw our own line in the sand—and then cross it, boldly.