Our journey began on the Isle of Wight, creating the products we wanted to see in the world, in a way that eliminated waste. We started with t-shirts, making only what was needed, and developing an end-of-life solution so they never ended up as waste once they were worn out.
We worked for years to bring this to more technical pieces, like surf towels and jackets, products that we loved to use in our coastal playground, enabling us to spend more time in the places we love.
Some of the team dropped into the office last winter, shivering after a midwinter morning surf. We needed gear for when the mercury dips into single digits. There weren't any options out there for something that wasn't made out of synthetic materials. So the product team got to work.
Circular design innovation
In our next milestone of adventure gear innovation, we’ve introduced the world's first circular changing robe. By harnessing natural materials and the technology that underpins our circular supply chain, we've created a high-performing water-resistant changing robe that’s entirely plastic-free and designed to be remade when it’s worn out.
Shorebreak Changing Robe for men and women
Swimmer and surfer Madi Dew put the Shorebreak Changing Robe through its paces on a sunrise dip.
The difference between circularity and sustainability
Circularity in fashion considers the entire lifecycle of clothing, from design to manufacturing, and product end of life. It’s a system where materials don’t become waste and nature is regenerated.
Historically, the clothing industry has predominantly operated within a linear model, characterised by the “take-make-waste” approach.
A linear model for clothing involves:
- The extraction of finite resources,
- High-energy manufacturing processes
- A short lifespan for products, leading to significant waste and environmental degradation.
There are many changing robes made from recycled polyester (plastic). Whilst this is better than using virgin plastic, circular design takes sustainability a step further.
Circular design emphasises the entire lifecycle of a product, focusing on durability, repairability, and recyclability. When applying circular design to a changing robe, we consider the longevity of the garment and ensure that it can be efficiently recycled at the end of its life. Circular design aims to create a more sustainable and regenerative system for the long term.
The inside pocket of the Shorebreak Changing Robe
How have we achieved circularity?
Our changing robe is made from organic cotton, inside and out, using a natural water-resistant wax coating. The material we start with is important, as this enables the remanufacturing of it. When the time comes to part ways with it, after years of adventures and natural wear and tear, the QR code on the label can be scanned to get instructions on sending it back to us to be remade. Once we receive it, the organic cotton is shredded and re-spun into yarn, while the metal zip is recycled. The whole cycle is powered by renewable energy.
This allows us to remake it into new products, diverting good material from landfills.
The circular changing robe represents a significant step in our ongoing journey to lead a sustainable, circular movement where materials continue to flow.
