Fast and cheap fashion is one if the biggest problems facing the planet today. Most people in the UK shop regularly at high street brands that make clothes inexpensive enough to change with every new season. We throw them away every couple of months and buy something new, with little thought to the consequence.
This type of short life fashion ships from faraway places, using non-renewable energy sources which pollute the environment. The companies that make cheap clothing on a massive often underpay employees and exploit natural resources as a matter of course, damaging the planet at every single turn.
WearYourWaste is a company that knows the clothing industry needs to be reshaped to give the planet a fighting chance. The founders, inspired by other people's efforts all over the world, decided to make a change themselves, using their experience in beach clothing to set up a clothing company that would actually help the planet, instead of hurting it.
While the WearYourWaste brand might have laid back beach bum vibes, the founder's mission statement is more punk rock than hippie love.
"The first part of our journey began back in Christmas 2012" they explain on their blog. "In Berlin we saw posters on walls simply proclaiming, “Unfuck the planet. It made us think that if the world is really fucked, then let’s unfuck it"
"We didn’t just want to give proceeds to charity or support good causes. We wanted to create a company that used economics and stuff we need."
"Make something really awesome and the more people who buy it, the better the world becomes. Capitalist consumerism could actually help the planet."
The idea behind WearYourWaste was to find a fabric made from waste from the sea that could become high quality and desirable bikini material. The company found their perfect partner in a material called ECONYL ®, made from discarded ocean nets and other textile waste. All bags are made from biodegradable cellulose rather than plastic, hangtags are made from recycled card all receipts are digital. These guys practice what they preach.
The Brenda bikini was designed around the theme of tropical flowers by Brenda Dunn, an illustrator and pin up artist from Oregon who specialises in drawing the powerful spirit of women.
Wearing the bikini for a week of surf, the recycled material proved not only to feel super high-end when new, but also to keep its shape and stretch, no matter how hard you're shredding (or bailing!) The ties on the bikini bottoms can be change to suit your body too, so no embarrassing slips in the water!
We love that these bikinis not only help you protect the planet, but also look absolutely gorgeous when on. The girls from WearYourWaste say it best;
"We want to be part of a new deal with the world with a new type of economy. We want to recycle everything and waste nothing. We want to look good, feel good and do good."