She is trying to communicate her message through unique surfwear, which is both functional and aesthetic. To do that she relies not only on market and materials research, but most of all on her own experience as a surfer, coming across problems in her own equipment and searching for a suitable gap in the current market for surfwear.
Although a potential subject of change, her main design cues seem to correspond with her main idea of beautifully lived and wholly experienced moments- adaptable implies that her products can be worn in changing environments (she suggests beach and bar, for instance), personification, which stands for the story telling aspect of the designs and suggests that there is a personality of each of the pieces, and ethical for the ethically sourced materials she is planning on using, such as lamswool.
Izzy considers her potential competitor brands Adidas and Patagonia, but would like to leave a mark with her unique identity and story to tell.