Wear It Well

Published: Thursday, September 24, 2026 9:00 am

As founder of Line + Cleat, the only woman-owned Life Jacket company in the United States, Amanda Horan is on a mission to create life jackets that families of all shapes and sizes (even dogs) are excited to wear while meeting the highest safety standards. We caught up with Horan to talk about launching a business in the marine industry, the importance of innovation, and the future of family boating.

Tell us a little about yourself and your boating background. What first drew you to life on the water/water safety?

My husband grew up spending summers on the water with his family, and those experiences created some of his favorite childhood memories. Today, my husband and I are raising our own children with that same love for boating, life on the water, and family adventures. Becoming a parent completely changed how I viewed water safety. I realized that the products designed to keep our children safe hadn't evolved in decades, and that sparked a passion to make safety something families actually wanted to embrace rather than simply tolerate.

What inspired you to launch Line + Cleat™?

As a mom, when shopping for life jackets for my own children, I couldn't find anything that reflected the quality, style, and thoughtful design found in nearly every other children's product category. Everything was either covered in loud graphics or looked purely utilitarian. I believed families deserved a product that combined trusted safety with elevated design, so we created the Line + Cleat coastal life jacket™ collection to prove that safety and style™ can, and should, coexist.

You're the founder of the only woman-owned U.S. Coast Guard-approved life jacket company in the United States. What does that milestone mean to you?

It's something I'm incredibly proud of. Developing a USCG-approved life jacket collection requires a high amount of due diligence and perseverance in a heavily male-dominated category. More importantly, it shows that innovation can come from new voices in an industry that's been largely unchanged for decades. My authentic story led to the intentional decisions we made for the collection that were unique to this product category. For example, our understated logo presence, single-color outer shell, and navy interior created a cohesive, elevated look for a legacy product that has looked the same for years. I hope it encourages more women to bring fresh ideas into the marine space.

Was there a specific moment when you realized the industry was missing something?

Absolutely. Standing in the life jacket aisle, I realized there were beautiful strollers, car seats, diaper bags, and children's clothing, but when it came to one of the most important safety products a family buys, the choices hadn't evolved. I remember thinking, "Why does this category have to feel so outdated?" I saw parents making poor safety decisions based on the aesthetic they were seeking and safety should never be compromised. That moment became the beginning of the Line + Cleat coastal life jacket™ collection.

What was the biggest challenge in bringing a USCG-approved life jacket to market?

Every design decision has to meet strict USCG standards, and you can't simply prioritize aesthetics over function, and you need to stay within the approved components of the life jackets. The challenge was finding ways to elevate the design while ensuring every jacket exceeded the same safety requirements families expect from a USCG-approved product. The consumer has been trained to see life jackets as a necessary item rather than something that you want to have and can blend seamlessly into your family moments. This change in education was a big hurdle for us starting out.

Safety products have traditionally prioritized function over style. How did you approach balancing both?

Safety was never negotiable. Every design decision since 2023 has started with a focus on refining the details while maintaining safety requirements. From there, we focused on better materials, refined color palettes, and premium details that families would be proud to wear. The goal wasn't to reinvent safety; it was to reinvent how safety could look and that it can complement vs. compete with your existing products.

What makes Line + Cleat life jackets different from others on the market?

Every Line + Cleat life jacket is U.S. Coast Guard approved, but we pair that trusted protection with an elevated aesthetic that feels timeless rather than trendy. We use premium materials, modern color palettes, and thoughtful details inspired by coastal living. We designed our products to complement a family's lifestyle instead of looking like an afterthought. The intentional design decisions that were made when creating our first three colorways back in 2023 were decisions never done before in the category. For example, customers are accustomed to having the brand logo prominent on the front chest of their life jackets; for us to leave this off was an industry first when we launched in July of 2023.

How much input from boaters influenced the final designs?

A tremendous amount. We listened to boating families like ourselves, marina communities, and parents throughout the design process. We paid attention to everything from comfort and fit to how jackets looked in family photos. Those conversations helped shape products that solve real frustrations while maintaining the highest safety standards. It is a focus of ours to allow the families to stand out in the memories they are creating, not have the life jacket be a visual disruption.

How has customer feedback shaped your product development?

Customer feedback drives nearly everything we do. We've refined our designs, expanded sizing, improved packaging, and continue developing new products based on what families ask for most, like our recent launch of dog life jackets. Our community has become one of our greatest resources because they're using our products in real-life boating and water situations every weekend.

What has inspired the styles behind each collection, and do you have a favorite collection or design?

Our first-of-its-kind collections are inspired by classic coastal destinations, timeless boating traditions, and the idea that products should still look beautiful years from now. I love pieces that feel understated and sophisticated rather than seasonal. It's hard to pick a favorite, but I have a soft spot for our signature pink because it perfectly represents our brand philosophy of safety and style.

Have you noticed any trends in what today's boaters are looking for in a life jacket?

Families increasingly want products that don't force them to choose between safety and style. They're looking for quality, comfort, durability, and designs that fit seamlessly into their lifestyle. Parents also want brands that educate them, not just sell to them, which is why water safety education remains such an important part of our mission. I am proud to have helped many families find the best fit for them through our various life jacket fitting pop-ups, safety classes, and top-notch customer service.

Do you think style can play a role in improving boating safety?

I do. People are much more likely to consistently wear products they genuinely like. While style never replaces proper fit or safety certification, removing barriers to wearing a life jacket can absolutely encourage better habits. If children are excited to wear their life jackets and parents proudly keep them accessible instead of hidden away, that's a positive step toward safer days on the water.

What advice would you give boat owners when selecting the right life jacket for themselves and their families?

Always start with a properly fitting U.S. Coast Guard-approved life jacket that's appropriate for the person's weight and intended activity. Comfort matters because people are more likely to wear it consistently, but proper fit is essential. Before every season, inspect your life jackets for signs of wear or damage, and replace them if they're no longer in good condition.

What has surprised you most about building a business in the marine industry?

I've been surprised by how welcoming and collaborative much of the boating community has been. While it's a traditional industry, there's also a genuine willingness to support companies bringing fresh ideas and helping introduce new families to boating.

Have you encountered unique challenges as a woman entrepreneur in the boating space?

Like many women entering historically male-dominated industries, there have been moments where I've had to work harder to establish credibility. Fortunately, I've also met incredible mentors, partners, and customers who value innovation regardless of who's bringing it forward. Ultimately, I let the quality of our products and the authentic nature of our brand speak for itself. Of course, success always comes with unforeseen hurdles like copycats and replicas, but since Line + Cleat was born from a real mom with a real need, we have successfully grown, regardless of inspiring others to design through our ethos.

What advice would you give to other women interested in launching a marine-related business?

Don't assume an industry is too established to improve. Some of the biggest opportunities exist in categories that haven't changed for years. Be willing to ask questions, build relationships, learn the regulations, and trust that a fresh perspective can create meaningful innovation.

What accomplishment are you most proud of since founding Line + Cleat?

I'm most proud that we've built a brand families genuinely trust and connect with. Knowing parents are creating lifelong memories on the water while their children are wearing something we designed is incredibly rewarding. Seeing our jackets become part of family traditions is the greatest accomplishment.

What's next for Line + Cleat?

We're continuing to expand our product offerings while staying focused on our core mission of making boating safer and more approachable for families. We're investing in new partnerships, growing our retail presence, and continuing to educate families about water safety through everything we do.

Are there any new products or collections on the horizon that you're excited to share?

We're excited to continue expanding beyond children's life jackets with products that support the entire family's boating experience. Our recently introduced adult offerings and dog life jackets are just the beginning, and we're continually developing thoughtful products that make time on the water safer, easier, and more enjoyable. We have a few exciting partnerships that will launch for the 2027 boating season.

Where do you see the recreational boating industry heading over the next five years?

I think we'll continue to see boating become more family-focused and experience-driven. Consumers increasingly expect authenticity, premium design, sustainability, education, and brands that create community rather than simply sell products. I also believe water safety education will become a larger part of the conversation as more first-time boaters enter the market.

How do you hope Line + Cleat continues to shape the conversation around boating safety?

Being a trailblazer amongst a large number of corporate legacy brands, I hope we help redefine what people expect from safety products. Safety doesn't have to feel intimidating or outdated. It can be approachable, beautifully designed, and something families are proud to use. If we can encourage more people to wear life jackets consistently while inspiring meaningful conversations about water safety, then we've accomplished exactly what we set out to do.

Fun/Rapid-Fire Questions:

Favorite place to boat? Naples, FL.
Pick one: Coffee before the dock or drinks after the cruise? Coffee before the dock.
Pick one: Sunrise departure or sunset cruise? Sunset cruise.
Favorite boating snack? Goldfish crackers are always on board with our family.
Must-have item on board (besides a life jacket)? A great sun hat.
What's one word that describes Line + Cleat? Innovative.
What's one piece of boating safety advice everyone should follow? No matter what brand, always make sure you are purchasing USCG-approved water safety products for you and your family.