26/09/2023
So it comes. After twelve or so years of making the most beautiful, environmentally conscious beach shorts we possibly could, we have decided to stop.
This has been a super hard decision to make, but the simple reality is that running a small, honest clothing business in the modern world is extremely financially challenging.
We started our company in 2009 with a pure purpose - to blend fashion and environmentalism. To do a little good, in a stylish way. To create special, long-lasting clothing that sparks a connection with nature. To create with care and conservation and to create with love.
We have seen the clothing industry grow, morph, twist, and in many ways 'lose its way' since we started. A constant clawing for new collections and 'more' has meant everything starts looking the same; driven by marketing, green-washing - and now algorithms. What we signed up for has both changed and got a lot harder.
As of now, we won't be producing any more shorts or developing any more collections. We do have some shorts left on our shop that we are putting on sale for the next five days: a little thank you, plus it helps us clear our shelves.
We would like to thank everybody who has supported us, especially to all our wonderful customers who believed in our vision! The future is definitely bright, and the end is not the end. But for now, we just wanted to update you with where we are today.
Thanks again for all your support,
Ali & Riz
☀️🌊✌️✌️🌊☀️
🏄:
🩳: Bay, Gold
📷:.surf.snaps
