Life Style

Natasha Tonić Is a Sustainable, Hemp-Made Swimwear Label to Watch

The runway finale for Natasha Tonic at Paraiso. Picture: Courtesy of Paraiso Miami Seashore

One would assume whereas Natasha Tonić‘s clothes on a rack — which I first encountered whereas backstage at Paraiso Miami Beach throughout Miami Swim Week — that the Los Angeles-based designer’s line is not historically thought-about swimwear. But it surely is swimwear, really, and some different issues, too, because of Tonić’s very particular material selection and the muse of her namesake model: hemp, a sustainable materials that is anti-microbial, sturdy, breathable, biodegradable and UV-resistant. (The items are comfortable to the contact and should not solely meant for the seaside or pool, but additionally for on a regular basis put on and even the gymnasium.) It is also a extra eco-friendly possibility than swimwear’s historic use of artificial materials, in addition to these produced from recycled polyester or plastics, which might nonetheless contribute to microfiber pollution

“It’s amazing that we’re recycling polyester to make another swimwear or activewear brand, but at the end of the day, it’s still polyester going back into the water,” says Tonić. “I was trying to find a solution.”

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Nicely earlier than she began a profession in trend, Tonić studied molecular biology in her native nation of Serbia, which she fled due to the battle, then went on to check artwork and enterprise in Prague. She lastly ended up in LA the place she studied trend advertising. In 2008, she based a sustainable ready-to-wear line, however having her first youngster prompted her to take a break from the enterprise and determine her subsequent enterprise. In 2017, Tonić began designing hemp-made swimwear, however confronted the problem of introducing such a non-traditional material to the house. “Everyone wears polyester, so how do I convince people that hemp swimwear works? It sounds very ‘hippie’,” she admits.

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