Pursuit The Label is a London-born, sustainable swimwear brand that uses the highest quality recycled fabrics to create each individual piece. All of our swimwear is designed and produced in London, created from soft, innovative Italian fabrics derived from ECONYL®, a recycled and regenerated fibre.



A solution to a problem 

Our desire to create trend driven swimwear has no limit. However the planets resources do.  Pursuit The Label was created in a bid to help fight marine pollution by turning regenerated ocean waste into beautiful quality swimwear. Each individual piece is created from ECONYL® a yarn made from regenerated discarded fishing nets and other pre and post consumer waste from the land and sea. Each year up to 12 million tonnes of plastic are dumped into our oceans. On average, there are 46,000 pieces of plastic present every square mile of ocean. It has even been estimated that that by 2050 there will be more plastic in the ocean than fish! Our Italian sourced ECONYL fabric is made from 78% recycled polyamide, a post-consumer waste fibre and is of the highest quality and of the softest touch, you wouldn’t imagine it's journey from waste to wear! 

From Waste to Wear - The Journey

1 Rescue

The ECONYL® Regeneration System starts with rescuing waste from discarded fishing nets to other fabric scraps and industrial plastic from landfills and oceans all over the world. That waste is then sorted and cleaned to recover all of the nylon possible. 


Through a radical regeneration and purification process, the nylon waste is recycled right back to its original purity. That means ECONYL® regenerated nylon is exactly the same as virgin nylon.

3 Remake

ECONYL® regenerated nylon is made into textile yarn and then transformed through a meticulous design process into beautiful quality Pursuit Swimwear.

4 Reimagine

The beauty of ECONYL® regenerated nylon is that it has the potential to be recycled infinitely, without ever losing its quality. We believe circular design is the future and using ECONYL® is our first step on that journey.


Our Packaging

A step further, our packaging is made from 100% recycled cardboard and is also recyclable. We use 0 plastic in any of our packaging!

Ethical production 

Not only is our swimwear made from recycled waste, we design and manufacture each piece here in the UK. We are proud to work on a personal level with one of the most experienced and ethical factories in London. The founders Annabel & Hannah are involved in the entire production process from initial sketches to hand collection of our final pieces! Made in the UK is also an indication of high quality and durability. Buy Less, buy quality.  

Waste less 

Fashion is a resource heavy industry and has sadly become one of the most wasteful industries as well. Mass production means that more clothing is being produced than what is needed, leaving vast quantities unsold and ending up in landfill. At Pursuit, we produce in small batches meaning that we produce what you need and keep our waste minimal, we find this to be the most ethical approach to manufacturing.

 Everyday habits 

When buying Pursuit, you are investing both in a high quality piece of swimwear and most importantly the future of our planet. Join us in our conscious movement for a cleaner planet. 


Follow us on Instagram to get involved @pursuitswimwear JOIN THE PURSUIT