The Blog — sustainability

Our journey began with a commitment to conscious fashion and the belief that an ethical label can create beautiful, long-lasting pieces. After months of research, sampling and fabric testing, we launched an ethical swimwear collection designed to empower every body. As a slow fashion brand rooted in sustainable fashion practices, we focus on transparency, quality and thoughtful design that feels good, fits well and honours both people and planet. 

This campaign brings together a diverse group of women (and puppy) who share a deep love for the ocean and a commitment to living consciously. Each woman brings her own story, values and rhythm of life, showing how sustainability looks different for everyone. Through surfing, crafting, caring, parenting, creating and connecting, they remind us that while we may come from different places, we are united by the water we cherish. Their stories offer a heartfelt glimpse into mindful living, community and the everyday choices that shape a more intentional future.

This photoshoot wasn’t created to join the noise.It was created to rise above it. To remind people that sustainability isn’t a trend.It’s a responsibility.A choice. A collective promise for the generations still learning to dream. And with every collaboration, every shared story, every woman and child who steps into our swimwear, we take one more step toward the future we all deserve.

Fashion has always been more than appearance. It is expression, identity and emotion woven into fabric. As our world changes, so does our awareness of how clothing is made and what it leaves behind. It is an exciting turning point. It gives us the opportunity to choose pieces that look incredible, feel luxurious and protect the places we love most. Our brand was created with this belief at its core. Sustainability is not something we talk about. It is something we practice. From the materials we select to the partners we work with and our ongoing support of Water Is...