Joseph & Alexander,
swimwear with a conscience
Quirky, sustainable, durable, and laced with imagination, Joseph & Alexander‘s environmentally conscious pieces are designed to inspire the imagination and provoke curiosity.
Operating consciously using recycled fabric from ocean plastics, fishing nets, eco-friendly ink and reusable packaging, each collection depicts awareness-raising narratives of minimising our environmental footprint, and having fun whilst doing so.
Founder, Alana Sorokin, said she felt compelled to launch a brand which made a “true difference” after learning of the devastating effect of ocean plastics, and subsequently chose to work with recycled fabric created from plastics found floating in the world’s oceans as the foundation of her playful collections.
“It is predicted that by 2050 there will be more pieces of plastic in the ocean than fishes. The world has been aware of the detrimental impact of plastic in the ocean for decades, but not until recent years have communities begun to mobilise for the great collective fight to stop plastic waste from finding its way into the sea and waterways. The voice of our brand beckons the consumers globally to “wake up”, unite and begin tackling the problem of ocean plastic head on. Creating children’s clothing that really has something to say was part of our strategy to incite raised levels of awareness. Every Joseph & Alexander piece also tells a story, encouraging an educational conversation between adult and child around important world topics.” – she said.
The new collection is colourful and the designs all relate back to the ocean, environment, nature and holiday destinations with a sustainable element. A combination of design and quality is developed uniquely from paper to print, and Joseph & Alexander works with a range of underground designers to create its eclectic mix of modern styles to suit all tastes.
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