Blueseventy prides itself on being open water swimming specialists. Their name, derived from the fact that 70% of the world is covered in water, demonstrates their pledge to provide quality open water swim equipment that complement the body and allow you to perform your best while giving you a competitive advantage. Since its inception in New Zealand in 1993 under the name Direct Innovations, Blueseventy has been a leader in open water swim equipment, including the Direct Innovations wetsuit that became the official wetsuit of the Ironman triathlon that same year. Less than ten years later, Blueseventy entered the U.S. market as Blueseventy USA (and later the UK) and grew to include open water accessories like the swimskin, goggles, and jammers. Blueseventy has changed what is possible in swim competition through advanced technology and precise - almost obsessive - attention to detail applied to their range of performance gear. The company is constantly innovating and introducing new products that are utilized by professional athletes around the world.