REVEALED-8-January-2023 - Magazine - Page 15
Nearly 4% of the entire apparel industry
the ocean. The brand’s motto? Helping to
consists of sustainable brands, according
clean up our oceans one bikini at a time.
to Statista.com. And that’s a trend that’s
Other brands are moving towards
continuing to climb, year over year. In
sustainability differently - via consumer
swimwear, sustainable products benefit
secondhand resale. “More recently,
not only the environment but the people
brands and designers have been leaning
who make the products.
into building out their resale programs.
Salty Mermaid Swimwear, a brand
I love this option for consumers,” says
that’s been around since 2016, focuses
resale and sustainability expert Emily
on using only sustainable materials.
The fabric comes from an exotic topsecret place (really). It ’s also a brand
with a conscience, giving back to several
specifically. “These brand-owned resale
oceanic causes. This direct-to-consumer
programs are great because you know the
brand has a unique “try-before-you-buy”
actual brand authenticates and verifies
program that allows the consumer to try
the piece. It meets their condition and
several different bottom styles for just $5
quality standards and keeps it at a lower
before committing to one.
price with sustainability in mind. These
Voglia Swimwear, which shows at Curve,
programs keep pieces in circulation and
makes unique pieces from regenerated
out of landfills. And consumers stay loyal
nylon sourced from materials found in
and engaged,” Schwartz adds.
Sporty swimwear is nothing new. Bra makers branching into
the swim category is also nothing new. With the realization
that the same sweat-wicking materials and design features
commonly used in sports bras could also work for swim comes
an innovation from sports-bra maker SHEFIT.
While traveling, founder Sara Moylan realized that her fullyadjustable sports bras could transition smoothly from land to
water. After marketing it on social media, she created an actual
swim line. After three years of research and 200 fittings, it’s set
to launch in April 2023.
“We are excited to bring our revolutionary fit and support to
swimwear with a limited edition line of bikinis, one-pieces and
cover-ups,” explains Moylan. Of course, it will offer a style that
looks much like their signature Ultimate sports bra, but there will
also be a more traditional triangle-style top — with an emphasis
on lift and support.
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