The global swimwear segment is poised for a significant boost with an impressive value reaching US $ 27 billion by 2027. This growth trajectory is primarily driven by the mushrooming influence of sustainable swimwear start-ups, health-conscious consumers, increased awareness about environmental concerns, the presence of a great variety of options in offline retail and online market, social media influence and the primary urge to travel and post outfits on social media. These trends are not only globally catching up but also impacting the Indian market which is under the influence of these.
Indian swimwear market and brands’ sustainable efforts
Grand View Research’s current reports assert the maximum expansion from the Asia-Pacific region predicting it to be the biggest swimwear market share. Notably experts believe that the Indian swimwear market is currently estimated to be worth US $ 26 million and it is growing at the rate of 15-20 percent Y-o-Y with a surge in demand for leak-proof and period-friendly swimwear. There is no doubt that the demand for swimwear is increasing for women, kids and men. The products for women are fashion-driven, while for men, they are purpose-driven. So, women segment usually tends to spend more on this product category while men may do so occasionally.
Studies on swimwear market in India by global marketing research firm, AC Nielsen, commissioned by Page Industries, show a promising and fast-evolving opportunity for both swimwear and swim equipment.
This surge is complemented by an array of innovative swimwear start-ups that prioritise incorporating sustainable materials into their designs. These brands opt for eco-friendly fabrics and offer not only a reduced dependency on the primary resources but also work towards lowering the carbon footprints.
Reby Jindal, Creative Director of Guapa, a Delhi-based swimwear and resortwear start-up asserts, “This evolution is marked by more than just fashion-forward designs; it’s a shift toward a more durable, economically sensible and environmental-friendly approach. Embracing sustainable swimwear offers various benefits, including less harm to the environment and the promotion of innovation. This echoes a conscientious push for a more ethical and sustainable fashion future.”
Similarly, The Summer House, co-founded by Shivangini Padhiyar and Rekha Datla, stands as another testament to the growing prominence of sustainable fashion. The 50-crore company believes in providing an innovative solution to all the product categories including swimwear.
| Upcoming sustainable brand names | |
| Esha Lal Swimwear | IZI |
| GUAPA | PA.NI |
| SALT SKIN | Nidhi Munim |
| Papaya | Erotissch |
| Coco Palm | Flawed |
| Tizzi | OOKIOH |
| Studio Verandah | Addery |
| Trove | NADI NADI |
Shivangini states, “While sustainable swimwear may not have attained the same popularity as conventional alternatives, there’s a steadfast commitment to cultivating awareness and converting consumers into sustainable swimwear enthusiasts, Obviously, it’s going to take a long time for it to reach the popularity of regular swimwear but nonetheless the market exists; everyone who buys swimwear can eventually buy sustainable swimwear. We are quiet hopeful.”
Similarly, Verandah was born out of Designer and Creative Director, Anjali Patel Mehta’s mission to create an Indian luxury label to be presented in contemporary fashion. She was among the first few designers to incorporate Econyl and sustainable swim in India, and launched her brand in 2018 on Moda Operandi as well as to retail internationally. The brand has also raised US $ 1.1 million in seed funding for its sustainable swimwear collections made from biodegradable and recycled fibres. The brand also uses regenerative and biodegradable yarns and GOTS-certified organic cotton to support farmers and fair-trade practices.
Shift from traditional swimwear materials to innovative sustainable materials
Conventional swimwear relies heavily on synthetic materials like polyester, nylon and elastane. While these materials offer stretch, durability and quick-drying properties, they come at a considerable environmental cost. The production of these materials relies on fossil fuels, contributing to greenhouse gas emissions and climate change. These synthetic fabrics once discarded do not biodegrade easily and can persist in the environment for hundreds of years.
Therefore, today brands are coming up with eco-friendly options based on the principles of responsible fashion. Shaleen Chhapkhanawala, Founder of swimwear brand Flawed states, “Our swimwear is crafted from recycled materials such as Econyl, a regenerated nylon sourced from fishing nets found in the ocean. By breaking down the materials and repurposing the nylon, we contribute to sustainability and manufacturing processes; we aim not only to offer fashionable swimwear but also to contribute to the preservation of our precious ecosystem.”
Besides Econyl, Repreve is another sustainable fabric derived from recycling plastic bottles showcasing the transformation of waste into functional textiles. Organic Cotton takes centre stage as an environmentally conscious choice, cultivated without synthetic pesticides or fertilisers, thereby reducing its ecological footprint. Also, Tencel, a fabric made from sustainably sourced wood pulp, not only boasts exceptional moisture-wicking properties but also underscores the importance of responsible forestry practices. Finally, Hemp emerges as a versatile and sustainable option, demanding minimal water and pesticides during cultivation while offering a wide array of applications. Another material Amni Soul Eco is the world’s first recyclable and biodegradable polyamide yarn which is quite popular in the West and is slowly catching up in the country as well.
Esha Lal Swimwear is one such shining example that underscores its commitment to eco-consciousness. By incorporating Carvico Italy fabrics into its swimwear range, the brand understands the importance of conscious consumption and its resonance with consumer well-being and environmental stewardship.
A positive picture of growth
As the sustainable swimwear movement gains momentum, brands like Esha Lal Swimwear, The Summer House and OOKIOH are trailblazing a path towards a more eco-conscious future. Nevertheless, the journey is not without its share of challenges which includes the reluctance of customers to pay more for sustainable fashion, difficulties in sourcing eco-friendly materials and scaling production and so on. However, with many more brands like IZI, Papaya, Trove, Studio Verandah coming up actively to innovate and embrace sustainability, the momentum of the sustainable swimwear movement is picking up and the day is not far away for a more environmentally conscious swimwear industry.
