by Emily Avery in London, England, United Kingdom



raised of £3,500 target
0% 10 days left
This project will only be funded if at least £3,500 is pledged by June 5th 2019 at 6:03pm

My aim is to grow my ethical swimwear brand to raise awareness for problems concerning the ocean, sea life and plastic pollution.

by Emily Avery in London, England, United Kingdom

About the business owner / designer

Emily studied an Art and Design foundation course at Oxford Brookes before graduating from Brighton University with a Bachelor’s Degree in Fashion Design with Business. After various work in London in the art and fashion world, Emily took a different path and went abroad to work on board luxury super yachts. It was during this time of being immersed in an exotic lifestyle juxtaposed with the reality of pollution, waste and carelessness such an indulgent industry brings to our oceans where Emily’s concept for a luxury, ethical swimwear brand came to light.

Emily gained an extensive personal insight into the lifestyle and demographic she wanted to sell to while also facing the reality of the desperate need for a call to action in order to tackle the increasing problems we face with plastic pollution, over consumption and global warming in relation to fast fashion. Emily’s combined knowledge of the swimwear industry along with experiences from working and travelling abroad and insight into this market has inspired Emily to cultivate ideas for a fresh contemporary with current environment issues as its drive.

Eco brand

There needs to be a mind-set shift away from fast fashion and the over consumption of plastics - today, plastic pollution in the oceans is a severe problem and is becoming detrimental to us and sea life. 

The luxury Italian stretch fabric we use is made up of recycled fishing nets that have been discarded in the ocean and lay on the sea bed. By collaborating with fishing communities, our fabric manufacturers turn plastic waste like this into regenerated nylons to create our material and help clear up the oceans! Their factory only uses renewable energy, which reduces their gas, electricity and water consumption! We are an ethical eco brand that minimises the plastic we use and ensures we create products that are long-lasting. Our products are designed and made exclusively in the UK, significantly reducing shipping and our carbon footprint.

Components & Packaging

Quality is extremely important to us. We want you to have beautiful swimwear that fits well and lasts. We only use high quality materials and expert manufacturers to create our panelled pieces. Our stunning Italian stretch fabric is a high-end recycled material that is incredibly soft and breathable while also highly durable and more resistant to chlorine and sun creams. All of our components are metal plated with anti-rust properties. We don’t like plastic! 

To ensure as little waste as possible we have extended our eco-friendly ideals to our packaging too. Our boxes, tissue and tags are all made from paper and cardboard. Our mailing bags are composed of an oxo-biodegradable material that decomposes naturally.  


The funding will go towards for stock and marketing the brand further so this ethical swimwear brand can grow - creating awareness about plastic pollution in oceans. Once the business grows, a percentage of each sale will go to charities and organisations that focus on this very issue. We must recognise the impact we have on our oceans and marine life. 

Let's make 'EMILY MAY - ECO SWIMWEAR' happen

Payment and personal details are protected