The swimwear collection leans into 70’s styles, animal prints, vintage florals and retro colours, though a number of its pieces use nylon sourced from plastic-recycling firm Reprieve, which transforms recycled plastic bottles into fibers for use by brands such as Seafolly, Fitbit, Ford, Kathmandu and Patagonia.
At the time of writing, Reprieve has pulled and recycled over 23 billion bottles.
“We are really proud of our team who have been pushing the boundaries on product and design for the new season at Seafolly,” said Seafolly’s new CEO Brendan Santamaria, who stepped up into the role in September after the business’ brush with voluntary administration.
“We are on a journey to enable all women to feel confident at the beach and our ethos is all about creating innovative swimwear that celebrates the modern Australian woman.”
Santamaria said his aim in taking up the role was to bounce the brand back and pave the way for a post-Covid-19 recovery – adding that now is the time to shake up the way things are done at Seafolly.
While this isn’t the first time the business has used sustainably-sourced fibers in its swimwear, Seafolly is making a concerted effort to offset the 8 million tons of plastic that enter the ocean each year, which could help it to reach a customer that is increasingly value-led.
And, heading into a Christmas where it’s expected customers aren’t likely to follow their normal buying behaviours after months of uncertainty created by the Covid-19 pandemic, that could make the difference.