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BRAND OF THE MONTH: OKAY PRETTY

Combining waste with the joy and frivolity of summer, new Australian swimwear label Okay Pretty is our Brand of the Month this April.

How often can you say your clothes are actually "eco friendly"? Local Australian designer Isobel Campbell has taken a stand in the fashion industry, making waves in the field of sustainable fashion by launching her very own swimwear brand that's made from regenerated waste material. Inspired by Isobel’s strong sense of duty to the environment – in particular, the health of our Oceans, it’s a range than Isobel says “leaves the planet a little bit prettier after every purchase”. Okay Pretty is made from a luxurious, high-quality imported Italian fabric known as Econyl which is a nylon made from 100% regenerated waste material - like recovered fishing nets and other discarded nylons – because the only nylon in the ocean should be on sea creatures like you. Econyl has been tested to be two times more resistant to chlorine, suntan creams and oils than competitor fabrics so not only will you be doing great things for the environment, you're also saving yourself a new pair of swimmers each year from wear and tear.

Recently returned from 3 years abroad in London as a designer at the coveted Shoreditch based street-wear label Lazy Oaf, Isobel has launched her debut collection for Okay Pretty – Sweet Peach. It’s a pink hazed tribute to Isobel’s Australian roots, evoking the summer days she enjoyed while living in Noosa, Byron Bay and Bondi. Bright, playful, contemporary style forms the philosophy behind the brand with prints and colours reflecting the care-free fun of Australian summers spent at the beach.

Isobel describes the birth of Okay Pretty came from her appreciation of pretty things and a desire to stamp her own creative style on the Australian swimwear scene. She says “It was never a question of do I wanted my own label but more of when do I want it and how big will it be?” Isobel has previously worked for gritty surf wear brand Thrills and designed a number of streetwear collections for Lazy Oaf (including their first swimwear range).

Okay Pretty can be found exclusively online at www.okaypretty.com.

Check out their social media @okayprettyswim on Instagram and here on Facebook.

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