For the Australian swimwear brand Shapes in the Sand, the natural world is a part of their designs from concept to execution. “Each season we choose a beautiful environment to base a collection on and to draw inspiration from. We also connect with an environmental organisation that is linked to this particular environment, and we raise awareness for any concerns that it might be facing,” explained Alexandra Dash, the brand's founder. Dash believes that incorporating sustainable practices into your brand and using that brand's power to increase environmental awareness go hand-in-hand.
Social responsibility is the cornerstone for this brand, as they take environmental issues into their own hands, from educating themselves to helping consumers do the same. “As a label, it is important to be aware of the harm the industry is doing to the planet to enable us to seek better processes that will help reduce these impacts,” proclaimed Dash. “A swimwear label built on creating positive change for our environment as well as ensuring the brand's footprint is kept small, this is our way of giving back and showing we care.”
"It’s up to us as sustainable fashion labels to direct consumers in the right direction and show them the importance of sustainable fashion."
Shapes in the San has partnered with environmental organisations including WIRES Wildlife Rescue and The Tangaroa Blue Foundation to extend their reach and spread their eco-friendly message with more gusto. The brand has insisted on staying true to this message in every aspect of their business, down to their distribution methods. “Retailers we use need to be somewhat aligned with Shapes in the Sand’s values. I wouldn’t want Shapes in the Sand to be part of a retailer that only stocks fast fashion,” announced Dash. “It’s up to us as sustainable fashion labels to direct consumers in the right direction and show them the importance of sustainable fashion. We want to lead them towards investing in a product that will last rather than buying multiple cheaper and unethically made products that they will only wear a handful of time,” Dash concluded. Shapes in the Sand's designs are created both to last and stand out. “Our purpose is to share the importance of the natural world through our homage to nature by sustainably shaping swimwear.”