PRIVACY
Retail & Consumer

In Capri: Boutique beachwear brand prides itself on using recycled materials and never puts surplus stock in the bin

Isabelle Alexander owns a stylish swimwear brand with a commitment to end-to-end sustainability

In Capri swimwear

A boutique beach and swimwear company which prides itself on making its products from materials which would otherwise go in the bin has made a pledge never to waste surplus stock.

Isabelle Alexander, who launched In Capri in 2020, said the she always wanted to create a stylish swimwear brand with a commitment to end-to-end sustainability – focussing on the whole journey of the product, not just its manufacturing, marketing and sale.

Green credentials include using ECONYL yarn made from recycled swimwear fabrics and trims and from a design point of view the brand has gravitated towards Isabelle's love for nostalgic summers spent in Italy.

In recent months the brand has been praised for its green initiatives, winning the Sustainable Business award by the Women’s Business Club in 2022. This year it was runner up for Drapers Best Supply Chain Initiative.

Now In Capri is going a step further with its green credentials after pledging that all useable, returned or surplus stock will be donated, resold or recirculated in some way which benefits society – and not just thrown away to make room for more products.

It follows recent investigations that have accused some shops of throwing out thousands of surplus items.

Isabelle said: “Luxury brands in particular want to avoid devaluing their image and burning stock allows for them to maintain the brand’s value and sense of exclusivity.

“Furthermore, according to the Ellen MacArthur Foundation, every second, the equivalent of a rubbish truckload of clothes is burnt or buried in landfill. However it is hard to know exactly how much of it is unsold stock.