Sustainable September: AWAY THAT DAY

Fashion : Love

16 September 2020

We don't need to hark on about why we should all be thinking more sustainably – there's enough news about the climate crisis to clearly tell us that – but even for the best of us, we still need a nudge in the environmentally friendly direction to make the changes that'll better our planet.

In this day and age, a reusable coffee cup is no longer your get-out-of-jail-free-card for acting sustainably in other areas of your life. Now more than ever, we need to be putting our green thinking caps on and addressing how we can buy more sustainably with the clothes we wear, the beauty we put on our skin and the ornaments we place in our homes. So, this September, we're doing exactly that.

Our new 'Sustainable September' series will be highlighting the best sustainably-minded products and brands that range over fashion, beauty and homeware, everyday throughout the month, showing that there are earth-affable options that you can opt for. Today, we're looking at eco-friendly brand, AWAY THAT DAY, and their exciting new collaboration with Instagram's sustainable guru, Chelsea Kauai.

Instead of throwing plastic waste into the ocean, we like to see it draped on the bodies of those swimming in it: via sustainable swimwear. ECONYL has long been a favourite material for the eco-conscious cossie designers, and as our thirst for all things sustainable (in all our facets of life) grows bigger by the day, we've got AWAY THAT DAY to thank for being able to quench it in the swim department.

Founded in 2018, AWAY THAT DAY is committed to producing the very best swimwear, and does this by using the aforementioned, 100% regenerated nylon. But what exactly is this fabric? Made from pre and post consumer waste, recycled fishing nets, and any other ocean plastics found floating around the sea, we can now frolic around in this incredible material that will look and touch the same as brand new nylon, but without causing any damage to our planet.

Their latest collection that's had us lusting for a trip to the beach, is in collaboration with Chelsea Kauai, an equally sustainable stalwart that is spearheading the movement through her socials. The pair wanted to join forces on a swimwear collection that not only isn't damaging our planet, but also gives back to it. 10% of all profits from the collection will be donated to coral replantation charities and beach cleanups around the world, meaning a purchase of this swimwear will aid active restoration of our oceans.

Chelsea has grown up on the Hawaiian Island of Kaua’i, and when she’s not being an advocate for sustainability, you’ll probably find her in the water, “as someone who loves to free dive, I wanted a flattering collection I can also wear whilst swimming in the ocean”. Resulting in a range that stretches and contracts to the shape of your body, that won’t sag as soon as it gets wet. If you're looking for a sustainable swimwear option, AWAY THAT DAY is worth the dive.