has changed considerably in the last few years. Where once, it seemed at odds with the idea of style, as connotations of hemp and shapeless clothes dominated the conversation, it is now becoming not just the focus but the raison d'être for many established brands. And while a lot of mainstream retailers struggle to catch up with an increase in consumer demand for pieces that are more sustainable, one area of the market has been quietly reforming..
Shoppers are clearly on board with sustainable swimwear brands who use recycled fabrics. According to EDITED, the leader in retail market intelligence, swimwear products described as containing recyclable or sustainable materials are up 307% year-on-year.
Paper London's sustainable swimwear - all of which is made from ECONYL, a 100% regenerated nylon fibre that is made from recycled fishing nets and other ocean waste, definitely made a splash when it launched a few years ago. And now, with every swimwear purchase the brand plants five mangrove trees in either Madagascar, Mozambique or Kenya, through the.
'The turquoise waters of the past have been replaced by a thick red seaweed due to the rise in sea temperature and I saw first-hand the damage we have done. It's hard to fully grasp the magnitude of some of the ongoing issues or how bad they really are when we live in big cities but whilst I was there, I vowed to try and change Paper's overall footprint to become more sustainable.
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