The founder of a luxury resortwear brand that “brings confidence and style without compromising on sustainability” says there is no reason why fashion can’t be green.
Isabelle Alexander founded In Capri in Nottinghamshire in 2020 after seeing that some swimwear brands were talking about sustainable fabrics but were failing to put in place sustainable business practices. With a background in fashion buying she also spotted that unsustainable business practices were hard for customers to spot – so decided to do something about it.
Isabelle – who does pretty much everything from designing her collections to managing sourcing and production, and overseeing the marketing and website – said that by personally sourcing all the components and working directly with suppliers she can guarantee a fully transparent supply chain.
That is a big deal when some “fast-fashion” womenswear brands have been accused of overlooking shady practices by suppliers and sub-contractors.
Fashion-wise the brand has gravitated towards Isabelle's love for nostalgic summers spent in Italy and she has used her contacts in the industry to put all the pieces in place.
Since then, she said In Capri beachwear and swimwear have been sold in shops and online boutiques and retailers around the world, and she recently launched a summer pop-up in the Stick and Ribbon independent womenswear store in Nottingham.
Isabelle said: “I really wanted the brand to take people somewhere, it had to be different and memorable. In Capri just felt right, it had the right vibe and everything has just fallen together so easily.
“I always had a vision of starting my own business one day as I love the challenges and excitement that comes with it all.
“My focus was primarily on sustainability, it was my mother who initiated the idea to create a swimwear brand and combine our skills – her career was in swimwear product development, which has been invaluable in the creation of our products.
“I am so glad I chose this path and feel very lucky to be working on something that I am so passionate about.”
One of the biggest stresses has been the pandemic coming right at the start of her new business venture.
She said: “When I left my career, the world had no idea that a global pandemic was on the way.
“By the time we were locked down I had already designed and sourced the first collection so decided to still go for it. I told myself to keep looking at the light at the end of the tunnel and that it would all work out once people start travelling again. It was difficult at the time to stay focused but I am really glad that I did.”
In Capri’s green credentials include using ECONYL yarn made from recycled swimwear fabrics and trims and the use of a London factory which aligns with Isabelle’s values.
She said her business commits to a zero per cent waste policy during production with off-cuts turned into new products such as insulation, filler for sports equipment and carpet underlay. Packaging is fully biodegradable and eco-friendly.
The business also commits to planting trees each month to make it carbon negative, and more recently created a recycling scheme for customers to send old, worn-out swimwear from any brand for recycling.
Isabelle said: ‘Working with a manufacturer that supports our sustainable vision
was imperative.
“We work so closely with the team and we both have a real passion for creating high-quality products that support the planet.
“I love to hear from our customers, they are the reason I create the products I do and I am so passionate about exceeding their expectations and making them feel fabulous in garments that they will treasure for years.”
In the past year, the brand has been voted Drapers Sustainable Fashion ‘Ones to Watch’ and also became a finalist for Sustainable Business of the Year at the Business Champion Awards.
She said she was also excited about Stick and Ribbon collaboration in Bridlesmith Gate, in her home city: “I love collaborating with local businesses and Stick and Ribbon were a perfect match for us, they have such beautiful products and a lovely store.
“It’s also very exciting that they are a mother-daughter team, which is very similar to us as my mother’s career was in swimwear product development so we also combined our skills to create In Capri.
“‘I’m thrilled to offer customers the chance to experience our products in-person and to feel the quality that we offer.
“I love to hear from our customers, they are the reason I create the products I do and I am so
passionate about exceeding their expectations and making them feel fabulous in garments that they will treasure for years.”
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