We’re huge fans of both Love Island and of course eco friendly, ethical and ethical swimsuits and with big help of Locie Donlan we’ve just discovered Pursuit the Label that brings it all together!

When the beautiful and surf loving Love islander Lucie Donlan stepped into the villa for the first time in a pink eco friendly sustainable swimwear from little-known UK ethical clothing brand Pursuit the Label, it immediately sold out….of course.

Pursuit the Label’s flagship ethical swimsuit called The Viper Suit is made from econyl which comes from recycled ocean waste which is just brilliant

We started our label after realising how damaging the fashion industry is on the planet

Pursuit was co-founded in 2017 by Annabel Humphrey & Hannah Daykin, two friends who met on the first day of their Fashion Buying course at The University of Westminster in London.

Realising how damaging the fashion industry was to the planet. So we tried different jobs in the industry and then came together one day and realised there was a gap in the market for sustainable swimwear. We realised that most sustainable swimwear was minimalistic and so we wanted to inject fashion into sustainable swimwear.


Hannah grew up as a dancer which gave her a creative flow and she always demonstrated a love for fashion from a young age, in particular swimwear! Hannah is a city girl through and through and decided to pursue her dream to work within the industry in the big city of london. The core of pursuit.


Annabel grew up in the french alps amongst a family of entrepreneurs, from a young age, she was always taken by fashion and so she decided to further her knowledge by moving to london to study a fashion buying management degree where she met fellow co-founder hannah.

It was at university upon learning the harmful facts about the wasteful fashion industry that this hit a mark and they both starting thinking of ways that they could use their fashion degree towards a more ethical fashion system.The creative/entrepreneurial duo decided to join forces and created Pursuit The Label, fashion driven sustainable swimwear with an urban influence. The pair design each collection with each female body shape in mind and provide a mix & match option allowing their loyal eco focused following to shop in a way which bests suits them! 

“We knew that the future of fashion had to change. We both made the decision to turn our passion into a business with a deeper purpose”

The city woman is the inspiration behind the collection – making considered choices with an enthusiasm for travel and life. Pursuit meets city confidence with beach lifestyle…all of the bikinis are reversible with an aim of convenience, practicality and of course style! Pursuit design ethos is taken from London’s urban surroundings, the city’s vibrant diversity is the inspiration behind the unique ROC print which features throughout the collection.

Seeing Lucie Donlan in our piece in Loveisland was a dream come true

Pursuit the Label will be restocking soon so click on any of the sustainable swimwear items you see here on Sustail and go straight to their site!

Check out sustainable swimwear from Pursuit the Label on Sustail.com