PEBBLE MAGAZINE – Meet the swimwear brand focusing on end of life design
Swimwear is synonymous with holidays, fun, adventures and happy memories. But our fast fashion addiction means swimwear is another source of plastic pollution hurting the planet. British swimwear brand Davy J, is not only taking a new approach to product design but also post-product design – ie what happens to it once your holiday is over.
Made from waste
For that it’s already earned itself a legion of fans, but it’s the way the brand embraces and encapsulates the circular economy ethos that really makes a splash.
2018’s ‘Waste Collection is made using ECONYL® yarn – made from recycled ghost fishing nets, which make up 10% of all ocean plastic and are a huge issue in their own rights, strangling marine life and choking coral.
To give you an idea of how many upcyclable resources there are out there, one ton of fishing nets can make 10,000 swimsuits. For every 100 Davy J suits sold, around nine kgs of waste has been regenerated.
“I developed a partnership with Aquafil, the makers of ECONYL® yarn right from the inception of Davy J,” says Newcombe.
“I love their ethos as a circular business and their innovations in the field of nylon yarn are truly ground-breaking – raising the bar for material regeneration and designing a fully circular system where 100% of their yarn is regenerated without any compromises in terms of durability and strength relative to virgin nylon. It was a no brainer for us, why would we use virgin material when there’s an equal alternative made from recycled waste.”