BRAND WATCH: INSTANT®

In 2019, sisters Rosie and Jasmine Arnold launched their own sustainable swimwear brand. Made from recycled ocean plastics, these young female entrepreneurs are sparking a change within the swimwear industry. I was lucky to be able to send them some questions about how they’ve claimed their space in such an unsustainable industry.

Firstly, what was the process behind coming up with a sustainable swimwear brand?

It has been a dream of mine [Rosie] since around 14 years old to have my own sustainable swimwear business. Over recent years, my sister [Jasmine] and I have noticed the growing importance of brands becoming ethical and reducing any negative impacts that they may have on the environment. More and more people are realising the effects that major companies [are] having on our environment and are supporting sustainable businesses. This is why we have ensured every material [that] we use is sourced from recycled materials, from the costumes themselves to the bags they are packaged in.

Why sustainable swimwear?

My sister and I are both former swimmers and have a lot of knowledge within the swimming industry. Being a competitive swimmer for the majority of my life, I have trained in many different brands of swimwear. I’ve seen the trends in what is popular over the years – what styles people like and what makes a perfect fit for training. We have noticed the struggle to find the perfect suit that is both flattering and comfortable, while also being affordable and based in the UK. We wanted to make sure our brand was sustainable as we want to promote an ethical way of life. We also recognised that there is not a fully sustainable brand in the competitive swimwear industry – therefore, we aim to be that company!

Why is it important to think about sustainability when running your own clothing business?

Sustainability was a major fact that came into play when we were designing and manufacturing our products. It is so important to ensure that your business is sustainable as you are constantly thinking about the future of your company. Sustainability is now more of a concern than ever in the fashion industry, and we are a forward-thinking company and must move with the times!

Is it hard to be a sustainable brand?

It may be a little more difficult to find materials that are recycled, but it is definitely worth putting in the time and research! To us, sustainability may be a challenge but there is no other way of running our business! Although it may be easier and cheaper to find resources if they weren’t sustainable, this wouldn’t be an option for us as our ethical values represent our whole brand, and sustainability is one of the main factors that sets up apart from other companies.

Do you think consumers are becoming more aware of the effects the fashion industry is having on the environment?

Yes, we definitely think that consumers are more aware of the effects of the fashion industry as it is often discussed on social media, and ethical brands are getting a lot more traction than they have in the past. This is one of the reasons that we have decided to make out business sustainable, as we have seen the importance of sustainability in today’s society and the way the fashion industry is going. We love the direction the industry is moving in terms of more and more brands becoming sustainable, and we are proud to be a part of that movement! Although there is a long way to go, with fast-fashion companies being so powerful, we are proud to be an ethical business and will continue to promote eco-friendly living.

They currently have two collections on their site now so go and check them out! Their pieces are stunning and it makes it EVEN better that they are sustainable and affordable. It’s promising to see brands that pride themselves on being sustainable and I can’t wait to see future collections! Thank you to Rosie and Jasmine for answering my questions, it’s so interesting to learn about sustainability from a business perspective and understand the work that goes into designing, manufacturing, and distributing swimwear.

Socials:

Instagram: @instantswim

Website: instantswim.com

Facebook: @instantswimwear

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