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Why Sustainable Swimwear is the Future And How to Get Ahead Now
Sustainability isn’t new for swimwear brands, but the pressure to act faster, smarter and more transparently is intensifying, especially in the wake of France’s recent legislative proposal aimed squarely at curbing fast fashion. The French government’s proposed law specifically targets the entire lifecycle of apparel, from production to disposal, placing swimwear brands under increased scrutiny due to the seasonal, often disposable nature of their products.
As reported by Vogue Business, France’s proposed fast fashion legislation would require brands to disclose information about a product’s reuse, repair, recycling and environmental impact directly alongside the price, ultimately raising the bar for transparency and traceability across the fashion supply chain.
For swimwear brands, this means navigating sustainability challenges that are unique to their segment. Unlike general apparel, swimwear must withstand chlorine, saltwater and UV exposure and still feel luxurious while maintaining its shape and appearance season after season. Therefore, materials typically chosen for durability and performance, like nylon/elastane blends offer that resilience, but can often conflict with eco-conscious goals. Recycling programs like ECONYL® or Repreve offer hope, but come with sourcing, cost and certification complexities.
Adding complexity, swimwear designers must balance sustainability with performance, durability, aesthetics and affordability. Consumers want sustainable options but demand designs that not only perform but look great, aligning with seasonal fashion trends.
How can swimwear brands reconcile these seemingly conflicting priorities?
Innovations in Materials and Design
Leading swimwear brands are proving that eco-conscious design doesn’t have to sacrifice style or performance. For example, Frankies Bikinis introduced a sustainable capsule collection using Amni Soul Eco®, a biodegradable polyamide that aligns with the brand’s commitment to comfort and quality. More broadly, innovative textiles like ECONYL®, a regenerated nylon made from ocean and landfill waste, are helping swimwear brands embrace sustainability without compromising aesthetics or durability.
However, transitioning to sustainable materials alone isn’t enough. The new French law demands end-to-end transparency and accountability. This means clear visibility across supply chains, from fabric sourcing to end-product recycling or disposal.
Transparency Through Digital Tools
To manage these complexities, brands are increasingly turning to digital tools for transparency and efficiency. Centric Software’s solutions, like Centric PLM™, allow swimwear brands to track and verify sustainability claims throughout the entire product lifecycle, from initial design and material selection through final production and consumer communication.
For example, BN3TH, a brand dedicated to sustainability, successfully implemented Centric PLM to streamline product data and sustainability metrics. Their Director of Product confirms, “With Centric PLM, BN3TH achieved a more efficient product development process, improved accuracy in tech packs and better alignment with their sustainability objectives.”
In addition, Centric PXM™ helps brands communicate sustainability credentials clearly and consistently across consumer-facing channels which is essential under stringent regulations like those proposed in France.
Circularity and Consumer Engagement
The new French legislation also emphasizes circularity and reducing unsold inventory. Swimwear brands face unique inventory challenges, as leftover seasonal stock quickly becomes outdated. Implementing circular practices, such as take-back programs, resale, or recycling schemes, can dramatically reduce waste, aligning with regulatory requirements and consumer preferences alike.
Brands like Allbirds have already proven that circularity can enhance customer engagement and loyalty. Swimwear companies embracing similar approaches can build stronger brand connections and improve their environmental footprint.
Proactively Managing Change
The proposed French fast fashion law is just one example of evolving global regulations aimed at pushing sustainability into the mainstream. As regulations become stricter and more widespread, swimwear brands that proactively adopt transparent, accountable practices will gain significant competitive advantages.
Sustainability and transparency are no longer optional, they’re essential to long-term success. Is your brand prepared to navigate this fast-changing landscape effectively?
Sustainability is just one of the top five challenges swimwear brands are facing today. Our free Growth Playbook explores practical, proven strategies to overcome today’s biggest obstacles, from rising costs to supply chain complexity. Featuring real-world success stories from leading brands like Frankies Bikinis, BN3TH, and Honeylove, this guide offers actionable insights to help you meet evolving regulations, boost transparency and scale your business with confidence.
Download the eBook now and see how brands like yours are turning challenges into competitive advantages.