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1993: Direct innovations is founded and among initial products, produces and sells neoprene bike seat covers, until an epiphany leads to the development of one of the world’s original triathlon wetsuits.

1993: Direct Innovations becomes the official wetsuit of the Ironman® triathlon, and changes it’s name to Ironman® Wetsuits.

1998: V02 stealth wetsuits developed using clinical studies to improve V02 performance are released onto the market.

1999: Sales double year on year.

2002: Subsidiary office in Seattle, WA, USA, is opened.

2005: blueseventy brand is created, (70% of the world is covered in water). blueseventy releases an open water accessory line, the first Helix wetsuit, and our first goggles. Wetsuit sales hit a new high.

2006: pointzero3 swimskin released at Hawaii Ironman® World championships by 18 pro athletes, and winner Normann Stadler.

2007: pointzero3 swimskins worn by almost half the field at Kona. ¾ of the athletes who chose to wear a swimskin chose blueseventy, including mens and womens champions. The womens winner, and Hawaii first –timer, Chrissie Wellington also wears a pointzero3 during her 2008 victory. The pointzero3 suit is FINA approved. blueseventy become official partner of FINA for the FINA marathon 10km series.

2008: Nero Comp swimskin is released in May and is worn in Beijing by hundreds of swimmers including inaugural 10Km gold medalist, leukemia survivor, and all around good guy Martin van der Weijden.
Athletes set several world records in the pool using nero comp swimskins.
Helix TST suit is released, voted best triathlon wetsuit in the world.
blueseventy opens Derby office in the UK.

2009: founded by blueseventy. Nero comp range is banned, then reinstated by FINA, who release new rules for 2010.

2010: blueseventy releases new neroTX line for competition swimming. blueseventy achieve a world first, releasing a Carbon fibre goggle, the Carbon Race. Our landmark balanced buoyancy wetsuit range is released. Helix 2010 is first out of the water in it’s first US domestic race. blueseventy’s swimwear and triathlon apparel is released mid year,  and is an immediate success.