Natasha Tonić is a Los Angeles-based brand, that recently unveiled its sustainable, hemp-made swimwear line at Miami Swim Week at Paraiso. The bathing suits are not only extremely sustainable thanks to the low amount of natural resources hemp takes to produce, but are also anti-microbial, durable, breathable, UV-resistant, and biodegradable.
The designer's choice to use hemp was somewhat risky --Tonić notes, "Everyone wears polyester, so how do I convince people that hemp swimwear works? It sounds very 'hippie'." In order to enlighten consumers, the bathing suit was tested in oceans, pools, and hot tubs where the swimwear was able to withstand the conditions.
In order to promote more eco-friendly consumer behaviors, a portion of every sale from Natasha Tonić's line will be donated to anti-plastic pollution efforts such as '5 Gyres' and 'Basta con la Plastica.'
Sustainable Hemp-Made Swimwear
Natasha Tonić Launched Minimalistic, Sustainable Bathing Suits
Trend Themes
1. Sustainable Swimwear - The rise of sustainable swimwear made from hemp presents an opportunity for brands to offer eco-friendly options and tap into a growing market of environmentally conscious consumers.
2. Anti-microbial Fabrics - The use of anti-microbial properties in swimwear, such as hemp-made materials, opens up opportunities for brands to provide consumers with hygienic and odor-resistant products.
3. Donation Initiatives - Brands can differentiate themselves and drive consumer loyalty by implementing donation initiatives, like Natasha Tonić's support for anti-plastic pollution efforts, that align with their brand values and resonate with environmentally conscious consumers.
Industry Implications
1. Fashion - The fashion industry can explore the use of sustainable materials like hemp in swimwear, creating new eco-friendly product lines and appealing to environmentally conscious consumers.
2. Textiles - The textiles industry can focus on developing anti-microbial fabrics, such as those made from hemp, for various applications including swimwear, athletic wear, and medical textiles.
3. Environmental Non-profits - Non-profits focused on environmental causes, like anti-plastic pollution efforts, can collaborate with brands to create donation initiatives that raise awareness and funding for their cause.