As swimmers, we value our oceans above all. Not only do we understand how important their health is to our eco-system, but we also have a personal relationship with them. For us, they’re a sanctuary, a sanity-saviour, a reset – a place to go for joy and better health.
We’re also consumers. And while we understand that our buying choices have an impact on the health of our oceans, it can be hard to navigate those choices. That’s where businesses can step in to make it easier for consumers to choose wisely for the environment.
When she set up Deakin & Blue, Rosie wanted sustainability to be at the heart of her business – as in, it wasn’t even a question.
Here she explains how D&B takes responsibility for everything from design and production to retail and the life-cycle of our products, and offers some tips for making sure that the places you shop are doing the same.
D&B: sustainable for life
You’ve heard the mantra, ‘reduce, reuse, recycle’? Well, the first step of being a responsible consumer is simply to consume less.
That might be tricky for a product retailer to acknowledge. But D&B works on the idea that you invest in a swimsuit that is better made and better quality and offer a repair service to extend its life.
“It’s about changing our relationship with our swimwear,” says D&B founder Rosie Cook. “Instead of buying new swimwear every year, you have a piece that lasts and lasts. You look after it, you enjoy it and you get it repaired if it gets damaged.
“Our pieces are classic in design and we don’t launch lots of new designs. This helps break that fast-fashion mentality of having something new every summer or every holiday. They’re also made from fabrics that are twice as resistant to chlorine, sun cream and oil as standard Lycra® so that our swimsuits last.”
We know that the way in which products are made has a huge environmental and humanitarian impact. Being on the opposite end of the production spectrum from fast-fashion brands’ business model of pile ‘em high and sell ‘em cheap means thinking about everything from concept to retail.
“All our swimwear is made from a yarn called ECONYL®,” says Rosie. “It’s completely regenerated nylon fibre made from post-consumer waste like old fishing nets and industrial plastic.
“We work with Oeko-Tex® certified suppliers who are environmentally and socially responsible - they pay fairly, use chemicals safely and minimise waste where possible.
“All our swimwear’s made in a small production studio here in London – we chose them because they offer premium craftsmanship and a safe and fair working environment.
“Once you’ve bought your D&B swimwear, we send it to you in reusable and recyclable packaging materials. For example, our tissue paper uses soy-based ink and is printed on acid-free forest-friendly paper.”
Another way to off-set consumerism is by giving back. Deakin & Blue regularly partners with organisations such as Love the Oceans, donating profits to support their work.
“This year, we’re supporting Love the Oceans for World Ocean Day,” says Rosie. “It’s a non-profit marine conservation who work in Jangamo Bay in Mozambique. They’re supporting the community to protect and study its marine life with the goal is of making it a Marine Protected Area.
“We’ll be giving all our profits from sales of our dry bag in June to Love the Oceans.”
How you can help?
Do you want to be a more responsible consumer? Here are Rosie’s top tips for ocean-friendly shopping:
We've developed our unique Muse Measurement sizing system to offer a comfortable, sleek and sculpting fit, whatever your shape or size.
We know that no two “size 12” bodies are the same, so our sizing is tailored to three different body shapes:
Step One: Pick your usual UK dress size from 8-20.
Step Two: Pick your bust size based on our Muse Measurements system:
|BRA CUP SIZE||AA - B||C - E||F - HH|
So if you typically wear a UK size 14 and wear a 34A bra, you’d order a 14 Hepburn. Likewise if you’re a UK size 10 and wear a 30F bra, you’d order a 10 Hendricks.
All our pieces are designed to offer stretch. However, if you’re in between sizes we recommend sizing up.
If you are very long in the body, we also recommend going up a dress size to offer additional length.
Our Swimbras & Swim Crops are designed to fit snugly so that you feel 100% secure as you move. We have developed a precise Bikini Sizing System to help you identify your correct size.
|BIKINI TOP SIZING||Cup Size|
Band Size (inches)
|26-28||8 Hepburn||8 Monroe||8 Hendricks|
|28-30||10 Hepburn||10 Monroe||10 Hendricks|
|30-32||12 Hepburn||12 Monroe||12 Hendricks|
|34-36||14 Hepburn||14 Monroe||14 Hendricks|
|38-40||16 Hepburn||16 Monroe||16 Hendricks|
|42-44||18 Hepburn||18 Monroe||18 Hendricks|
All our knickers come in standard UK dress sizes from size 8 - 18.
We currently offer all bikinis in sizes 8-18 and all swimsuits in sizes 8-20.
We are very aware that our size range is still relatively limited. We’re a small independent brand, and have focused initially on offering a highly comprehensive and effective set of products to women who wear dress sizes 8-20.
However we are very responsive to demand. If you would like to see more sizes in different types of products please get in touch at firstname.lastname@example.org - we'd love to hear from you.
For example, when we first launched back in June 2017 we tested customer demand for our products in sizes 8-16. So many of you got in touch to say that you were interested in our swimwear but needed larger sizes that within six months we expanded our size range up to UK size 20. We're really listening to you.
Any questions or want to check your size in more detail? Get in touch via email@example.com.