Joe Browns launches recycled swimwear collection

Joe Browns, the fashion and homes retailer, announced today (13 May 2022) the launch of its first ‘recycled’ swimwear collection, just in time for summer.

Spanning 16 pieces and priced from £18 to £45, the polyester fabric in the garment is made from recycled plastics. Joe Browns swim offers a choice of swimsuits, bikinis, tankinis, bustiers, panelled briefs and skirts.

The bespoke designs within the collection take inspiration from holiday styles of the 1960s, the rain forests of Papua New Guinea, and vibrant bohemian vibes – all translating to strong stand out prints that customers have come to expect from Joe Browns.

While the collection does its bit for the planet it hasn’t come at the expense of design.

The entire range includes subtle, internal architectural and design features including tummy support, underwiring, ruching, adjustable straps and removable pads, ensuring that you look and feel your very best on the beach or poolside.

Louise Harrison, swimwear buyer, Joe Browns said: “It was important to create a swimwear range that first and foremost, looked great, felt wonderful to wear and featured the amazing prints that our customers love. 

“When sourcing the fabric, we found this incredible recycled plastic/polyester mix that means Joe Browns and our customers can do a little bit for the environment while shopping water-worthy pieces for their summer wardrobe.

“These are all positive moves in our steps to becoming more sustainable.”

The wider womenswear collection also contains sustainable content, with denim dresses, jeans and shorts including recycled polyester.

The retailer announced healthy Christmas and AW21 sales (+68% YOY), following an earlier update in November last year (2021) of a new strategy to deliver annual sales of £100m by 2026, representing a 138% increase on current turnover.