In a world where fashion is often driven by fleeting trends and flashy labels, Carve Designs is riding a different kind of wave—one that blends authenticity, sustainability, and sisterhood. Co-founded in 2003 by lifelong friends Jennifer Hinton and Thayer Sylvester, the Mill Valley-based brand began as a surfwear company for women who wanted more than cookie-cutter swimsuits and boardshorts that didn’t fit real bodies.
What started with a surf trip to San Pancho, Mexico, turned into a full-fledged mission: to create stylish, sustainable clothing for adventurous women—and the culture that comes with them.
“We couldn’t find board shorts that fit real women,” says co-founder and Chief Creative Officer Jennifer Hinton. “We loved the water, the beach, the mountains—and we wanted clothing that reflected that lifestyle without sacrificing fit or functionality.”
Now, over two decades later, Carve Designs has evolved into a full beach lifestyle brand carried by retailers like REI, Amazon, Zappos, and Backcountry. From swimwear to activewear to easygoing everyday pieces, each item is designed in California and tested by the same women who create them.
Sisterhood as Strategy
Jennifer and Thayer’s business journey is rooted in friendship—a rare bond in the cutthroat world of fashion. “We knew each other since childhood,” Jennifer explains. “So launching a business together felt natural. We trust each other deeply and bring different strengths to the table.”
Their friendship not only shaped their leadership but also helped them weather challenges as female entrepreneurs. “There were definitely moments early on where we felt overlooked,” says Jennifer. “But we stayed true to our vision. We didn’t try to be loud or flashy. We just focused on making really good products.”
Clothes That Move With You
Carve Designs doesn’t just talk the talk—they build their products around real movement. “We want our clothing to make women feel confident, comfortable, and capable—whether they’re hiking, surfing, or chasing toddlers,” says Jennifer. “It’s not about looking perfect. It’s about feeling free.”
Their Spring 2025 collection is full of soft color palettes, eco-conscious fabrics, and silhouettes that flatter without fuss. Think: high-rise bikini bottoms made from recycled plastic bottles, organic cotton coverups, and flowy dresses you can wear from the beach to brunch.
Eco-Conscious by Design
Sustainability isn’t an afterthought for Carve Designs—it’s at the core of everything they do. “We’ve used organic cotton since day one, and we’re always searching for new ways to reduce our impact,” Jennifer says. “Our swimwear is made from recycled plastic bottles. Every swimsuit keeps five bottles out of landfills or the ocean.”
The brand also works exclusively with ethical partners and aims to minimize waste across its supply chain. “Sustainability is an ongoing journey,” she adds. “We’re constantly learning and evolving.”
Representation Matters
When Carve Designs first launched, inclusivity wasn’t a buzzword—it was a necessity. “We started the brand for women like us,” Jennifer says. “Real women with curves, muscles, scars, and stories. It’s been incredible to see the industry shift toward broader representation.”
Still, she acknowledges there’s work to be done. “We hope to keep pushing that envelope—not just in who we design for, but in who we hire, promote, and collaborate with.”
Empowering the Next Wave
With March marking Women’s International Month, Jennifer shared thoughts on mentorship and lifting up the next generation of entrepreneurs.
“I always tell young women: if something frustrates you, solve it. That’s how Carve Designs was born,” she says. “And don’t wait for perfection. Start messy, start small—just start.”
She also credits her mother and a network of female business owners for shaping her journey. “Having other women to bounce ideas off of has been everything. We need more of that. More women creating, leading, mentoring.”
What’s Next for Carve Designs?
“We’re dreaming big,” says Jennifer. “We’re expanding our collections, exploring new sustainable materials, and planning collaborations that align with our values. Most of all, we’re staying connected to the women who inspire us every day.”
As for her message to women pushing boundaries in fashion, business, or life? “Keep showing up as your whole self,” Jennifer says. “You don’t have to shrink to fit into someone else’s version of success. Create your own space—and make it beautiful.”
For more on Carve Designs and to shop the new Spring 2025 collection, visit carvedesigns.com.