Reformation and Madewell Jump Into the Sustainable Swimwear Market

Reformation and Madewell are stepping up their already considerable efforts towards sustainability. Reformation’s fast fashion business model uses sustainable fabrics made from organic and/or non-toxic materials and Madewell is known for its eco-denim and clothing made from recycled plastics. Now, to the delight of conscious consumers everywhere, both brands are offering sustainable swimwear — just in time for spring.

Mara Hoffman® Rio Tie-Front Bikini Top in Ophelia Floral ($150) and Mara Hoffman® Zoa Bikini Bottom in Ophelia Floral ($135) at Madewell

Last week, Madewell announced the release of its first-ever sustainable swimwear line. A representative said that “Madewell used approximately 50,920 bottles to produce the Second Wave collection.” The collection features 32 classic bikinis and one-piece silhouettes in monochrome colors and tropical-inspired prints.

Reformation’s new swimwear line is made from ECONYL, which is a regenerated nylon fiber made from fishing nets and other wastes in landfills. However, according to a post on Reformation’s Instagram, “This swimsuit is not sustainable enough. But it’s the best we can do right now. It’s all mapped out in our stories aka the issues and some solves. #refswim.” That kind of corporate transparency is what makes Reformation so popular amongst eco-minded Millennials and Gen Zers.

Image: Reformation

The brand’s swimwear line consists of 30 bikinis and one-piece styles in a range of monochrome colors, trendy patterns and colorful prints.

Reformation, Tide Bikini Top in Black ($78) and Ventura Bikini Bottom in Black ($78) at Reformation

With these affordable collections already available, there’s more than enough reason to hit the beach in sustainable style this summer.

Madewell Second Wave Tank One-Piece Swimsuit in Towel Stripe, $75 at Madewell