Its fans include actress Melissa George and curvy model Robyn Lawley, but customers of bikini brand Farron Swim are seeing red over the company's customer service record.
A number of customers contacted Fairfax Media about missing orders and refunds not processed for goods not received.
The trail of customer woes, some stretching back six months, has led several customers to dub Farron Swim "another Shakuhachi", after the Bali-based Australian brand that entered voluntary administration in 2015 owing more than $1 million and following a litany of customer complaints.
Farron Swim has been the subject of complaints to NSW Fair Trading, as well as a string of negative reviews on consumer websites and Facebook pages. Several complaints detail attempts by customers to obtain goods or even make contact with the company after not receiving their orders.
Orla Tomlinson, a student at Australian National University, placed an order for more than $200 worth of Farron product on Boxing Day, before she was aware of the company's checkered history.
She said she paid an extra $10 for express shipping via Australia Post but as of Saturday had not received her bikinis, nor had she heard back from Farron Swim despite several emails and Facebook messages.
"It makes me really angry," Ms Tomlinson, 20, told Fairfax Media. "I hate when my money is out of my bank and it's doing nothing, I have nothing. I am a student, I work hard to buy expensive stuff and I feel very betrayed."
Ms Tomlinson said her emails to Farron bounced back, and she would pursue other avenues to obtain a refund.
"That's the thing with these swimmers, I don't even want them anymore," she said.
Being Canberra based, Ms Tomlinson said she and her friends did most of their shopping online and had never had a negative experience, although she did have a Shakuhachi order that didn't arrive for more than three months.
Farron Swim did not return emails, Facebook or Instagram messages sent by Fairfax Media.
The company was registered in 2014 by Ashton Smith, originally of North Stradbroke Island in Queensland, and remains active, according to the Australian Business Register.
Farron Swim and Ms Smith's Instagram pages have not been updated for many months but someone has been updating the sale offers on Farron Swim's website in the past week.
The chorus of angered customers has led to the creation of an anonymous Instagram account called "farronswim.scammers", which includes posts suggesting Farron has deleted negative comments from its official page.
Another disgruntled customer, Lizzy Le Breton, has been trying since February to obtain a resolution after her order resulted in missing parcels, incorrect sizes being sent and lack of communication from Farron Swim. She eventually got a refund through her bank and lodged a complaint with NSW Fair Trading on June 15.
A Fair Trading NSW spokesman said there had been no formal action taken against Farron Swim.