Each week we celebrate a brand committed to implementing practices that won’t cost the earth whilst still delivering beautiful, timeless pieces. This week we are getting ready to hit the beach with Away That Day.
Like most women I find shopping for swimwear trauma enough and that’s without even adding the question of sustainability into the equation. However, with more and more emphasis being placed on caring for our oceans and addressing the surfeit of disposable plastic, it’s a no brainer to seek out swimwear labels that seek to deliver on long-wearing, practical and eco-solutions. Away That Day does just that, creating beautiful, chic bikinis and one pieces from regenerated ocean plastic, recycled PE bottles and naturally eco-friendly fibres.
Why do I love Away That Day? This is a brand that loves women’s bodies, because let’s face it, a curvy size 10 looks very different in a bikini than a curvy size 16, so cut really matters and founder Ingemae has thought this all through in her designs. You can choose the style of your bikini bottoms and tops, then mix and match styles and colours. It’s the modern way to shop swimwear and it feels luxuriously bespoke.
Palma Turquoise Top, £85 // Florence Turquoise Bottom, £69 (both launching soon)
I asked Ingemae Kotze, the founder and designer of Away That Day, about the brand…
What is the story behind Away That Day?
It started when I was on the hunt for eco-friendly swimwear that looked and felt amazing. So it became my mission to prove that sustainability didn’t have to compromise ‘sexy’, and after three years of research, Away That Day was born. I was traveling frequently so would more often than not reply with ‘Sorry, I’m away that day’… And it stuck! For me those three little words represented summer, freedom and where I got most of my design inspiration from for my first collection.
Three words that sum up Away That Day?
Sustainable, stylish, timeless.
What does sustainable mean to you?
Sustainability to me means living a life where I make conscious decisions on a daily basis to be more responsible and kinder to the planet.
Tahiti Red Bottoms, £69 // (top launching soon)
What sustainable, eco-conscious processes do you have in place?
Some really exciting things launching in 2021 include our partnership with Canopy to ensure all of our suppliers continue to source responsibly; a new ‘Recycle your swim’ initiative where anyone can send us their old no-longer-worn swimwear to be recycled into new sustainable materials and the option for our customers to completely offset their carbon emissions. We also recently moved our entire production from Bali to London which was a huge step in becoming a greener company and ensuring ethical and quality standards remain a priority.
What are your brand highlights?
Our Vogue feature was a big ‘pinch me’ moment! We also have an incredibly exciting design collaboration launching in June with stylist and influencer Bettina Looney.
What are your best-selling pieces?
The Rio set and Palma top are always a customer favourite!
Tahiti Top – turquoise, £69 (launching soon)
Fiji Bottom – turquoise, £55 (launching soon)
Palma Top – ivory, £85 (launching soon)
Florence bottom – ivory, £69 (launching soon)
Tahiti Top – black, £69 (launching soon)
Shop Away That Day here.