When we launched our Organic Kids Swimwear range last year, we knew we were taking a bold step into an industry dominated by plastic fabrics. What we didn’t anticipate was the overwhelming response from parents who were just as passionate about reducing microplastic exposure as we are.
We believe that natural should be the norm when it comes to caring for our families and protecting the planet. So this year, we’re incredibly proud to expand our Organic Cotton Swimwear collection with brand-new styles, updated designs and, excitingly, our first-ever range of Organic Cotton Swimwear for Adults.
Why Organic Swimwear Matters
Most children’s swimwear (and adult swimwear too) is made from synthetic fabrics like polyester or nylon, even when it’s labeled as “eco-friendly” because it’s made from recycled plastic waste. But the reality is, recycled plastics are a lot more toxic than virgin plastic, and synthetic swimwear still sheds microplastics. These invisible particles don’t just pollute our oceans, they absorb into our skin, enter our bloodstream, and pose serious risks to both our health and the environment.
Our goal with this collection was simple: to eliminate those unnecessary toxins from swimwear altogether. So we created the first-of-its-kind range using 98% organic cotton and 2% Lycra for just the right amount of stretch. Our fabric is breathable, safe, and gentle on even the most sensitive skin, whether it’s your baby’s, your child’s, or your own.
Swimwear That Protects – In More Ways Than One
Our new range of organic cotton swimwear for kids now features long-sleeved swimsuits, rash vests, and high-visibility colours like pink and orange, offering added sun protection and peace of mind for parents during beach or pool days.
And for adults, we’ve designed a line of bikinis, trunks and swimming costumes in our signature earthy tones – think fern green, vibrant yellow and deep dark forest green – plus a couple of bright neons too. So you can match your minis and make memories in the sun, wrapped in organic and natural fabrics instead of plastics. We’ve also addressed one of the most overlooked features in swimwear: the lining in swim trunks. That mesh layer is not only itchy and uncomfortable, it’s also an added and unnecessary layer of plastics. So we’ve replaced it with soft organic cotton lining, a small change with a big impact for both comfort and health, plus no more sandy bottoms!
Is Your Swimwear Greenwashing You?
One of the things we’re most passionate about is transparency. Many brands label their products as sustainable simply because they use recycled plastics, but we believe that real sustainability goes deeper than clever marketing. If a product is still contributing to the microplastic problem, it’s not truly sustainable. And recycled plastics are far from the healthy option either, with high levels of toxins leaching directly into our skin.
Pure Earth Collection’s organic swimwear is about going back to nature, not just for our children, but for the future of our oceans too.
What’s Next?
As we continue to grow as a business, we’re staying true to the values we started with: natural materials, non-toxic fabrics, and sustainable design that lasts. And as always, we’re so grateful to our community for championing change with us.
If you’re ready to explore our world-first natural fabric swimwear range for the whole family, you can now shop the current kids’ swimwear collection on our website, with our expanded kids and adult range launching 1st April 2025.
Let’s protect our little ones and the planet—one beach day at a time.
A Quick Chat with Emma Bianco, Pure Earth Collection Founder
1. What inspired you to challenge the swimwear industry to boycott plastic fabrics and go organic instead?
I’ve been on a plastic-free journey for over a decade now, dedicating the last 8 years to cleaning up the children’s market to create products made from natural materials instead of plastics. Swimwear was never on the agenda until I started searching high and low for natural fabric options for my kids. I was amazed to find that it just didn’t exist and that the most ‘eco’ option was recycled plastics, something I would never allow near my kids due to the high toxicity of the end products. This was crazy to me, so I started designing and sampling my own, testing out the durability and performance of different natural and organic fabrics until we found the perfect solutions.
2. What’s your favourite piece from the new adult range – and why?
Bikinis are my preferred choice for swimwear, but actually in this instance the swimsuits are my favourite. They’re such a flattering cut and so versatile on all body shapes, and they tie in perfectly with the kids swimwear without being totally matchy-matchy.
3. For families just starting their plastic-free journey, what one product swap would you recommend first?
Swap out all synthetic fabrics. They’re the biggest contributors to microplastics, shedding thousands of these tiny toxic particles into our skin, the air we breathe and our ecosystems. Natural fabrics are better for our health and the environment.
Sign up to our newsletter to be the first to know about our pre-orders launching on April 1st