Fashion & Beauty / 17 April, 2025 / Christina Walter
When it comes to choosing swimwear for our little ones–and ourselves–we want more than just pretty patterns and flattering fits. We want safety, sustainability, and peace of mind. That’s why we’re so excited about the latest launch from Pure Earth Collection, a brand that’s truly changing the game in eco-conscious, plastic-free and organic swimwear for the whole family.
After the incredible success of their world-first natural fabric kids’ swimwear range last year, Pure Earth Collection is now expanding into adult swimwear and expanding their kids range – and we’re here for it! As the first-ever brand to offer a fully natural swimwear range for the whole family, they’re raising the bar for what sustainable swimwear should really look like.
While a few brands have dipped their toes into cotton swimwear, most options still contain hidden synthetic linings like polyester or nylon – often marketed under a greenwashed label of “eco” or “sustainable.” Even swimwear made from recycled plastic bottles might sound like a good idea, but in reality, it still contributes to the microplastic pollution problem every time it’s worn, washed or discarded.
Pure Earth Collection has taken a radically different – and much-needed approach. Their swimwear is made using 98% certified organic cotton and just 2% elastane to allow for movement and comfort. No sneaky synthetic linings, no plastic fibres, just beautiful, breathable swimwear that’s gentle on the skin and safer for our planet.
This spring sees the launch of exciting new additions to the kids’ range, with rash vests and long-sleeve swimsuits designed for added sun protection. The new collection also introduces high-visibility, swim-safe colours like bright orange and bold pink – helping to keep children visible in busy pools or at the beach.
But perhaps most exciting is the introduction of the adult range, which includes a carefully curated selection of bikinis, trunks and swimming costumes in the brand’s signature colours – think leafy green and vibrant sunshine yellow. Families can now enjoy a matching moment while feeling reassured that their swimwear isn’t contributing to the global microplastic crisis.
One particular feature worth highlighting is the often-overlooked polyester mesh lining found in most conventional trunks. Not only is it uncomfortable and prone to trapping sand, but it’s also a key source of plastic shedding. Pure Earth Collection has replaced this with a soft organic cotton lining – a small but meaningful change that’s better for both your skin and the sea.
At a time when greenwashing is rampant and “eco-friendly” claims are often questionable, Pure Earth Collection is doing things differently. Their commitment to plastic-free, biodegradable materials is refreshingly honest – and it’s exactly what our wardrobes (and oceans) need.
If you’re looking for swimwear that’s kind to your family and the planet, Pure Earth Collection’s new range is well worth a look. Matching sets never felt so good.
Shop the Kids and Adults Organic Swimwear collection now.
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