FROMM OCEAN WASTE TO LUXURY SWIMWEAR: LILJA THE LABEL’S MISSION FOR A GREENER FUTURE

By: Zibah Olabode

Environmental consciousness is reshaping the fashion industry. Established in 2016, this Finnish swimwear brand has committed itself to creating high-quality, eco-friendly products that not only enhance personal style but also contribute positively to the planet. By combining innovative materials with responsible production practices, Lilja the Label has emerged as a leader in eco-friendly swimwear and activewear.

Swimwear is closely connected to the ocean, yet traditional swimwear materials contribute to ocean pollution. Most conventional swimwear is made from synthetic fabrics like virgin nylon and polyester, which are derived from petroleum-based plastics. When washed, these fabrics shed microplastics that end up in waterways, harming marine life.

Courtesy of Lilja the Label

Laura Saarinen’s entrepreneurial spirit and desire to create something of her own led her to launch Lilja the Label. With a background in business, Saarinen connected her zest for style with an interest to find solutions to create her own fashion line with a focus on environmental protection.

“I wanted to use my knowledge differently, and I’m grateful I listened to myself and put those learnings into action in something I love,” says Saarinen.

Her swimwear began with a mission to create unique and earth friendly pieces that can be cherished for countless summers and vacations to come, with the core values of community, quality and sustainability.

Lilja the Label is committed to their sustainability core value, as the brand has chosen to use a material that is 78% recycled and regenerated nylon and 22% elastane. It is made from ECONYL®; this material is infinitely recyclable. This means that at the end of its use, as a single material, ECONYL® regenerated nylon can be recollected and regenerated into brand-new nylon again and again.

This is made possible with a chemical recycling process that transforms nylon waste back into its true form to maintain its original quality and integrity.

The materials made with ECONYL® regenerated nylon do not only contribute to reducing our environmental impact as a people but also open up new ideas and possibilities in the future of sustainable fashion.

Courtesy of Lilja the Label

The company behind ECONYL®, Unifi, has recycled more than 25 billion plastic bottles, thus avoiding 646 million kg of CO2 emissions and conserving water and energy. The eco-friendly journey of plastic bottles from the waste bin to a sustainable activewear product is an inspiring example of circular economy, where nothing goes to waste and everything is repurposed. The high-quality, stretchy, and soft fabric ensures the best fit and color retention, making it the perfect choice for Lilja’s print fabrics.

“We chose ECONYL® for its amazing qualities as a print fabric and its impressive sustainability credentials,” says Saarinen. “By using ECONYL®, we are contributing to a more sustainable fashion industry and supporting the transition to a circular economy.”

Saarinen launched the Lilja Pre-loved program in 2023, an initiative where second-hand swimwear is given new owners. The initiative was started to find a solution for one of their long-term sustainability goals: extending the lifecycle of every Lilja the Label item.

The initiative has been a great success so far; according to Saarinen, they have found new homes for 500+ second-hand swimsuits since the launch of the program; this goes a long way in reducing waste and overconsumption.

Their selection consists of items bought back from our community, as well as staff favorites, photoshoot samples and prototypes.

This initiative is, of course, without its special challenges; swimwear is considered a hygiene product and reselling can be a tricky task. The brand has come up with an efficient process where they wash, mend and quality check each returned item before reselling them.

Courtesy of Lilja the Label

The brand has partnered with a Finnish second-hand pioneer, Relove. Partnering with a brick-and-mortar store allows their customers to see the swimsuit in person and be assured of the quality before purchasing; this way, they can prove that the second-hand item is just as good of an option as the new one.

In addition to choosing sustainable materials, Lilja the Label has introduced a pre-order system to ensure that the production process is as conscious and eco-friendly as possible.

“Pre-orders allow us to better meet customer demand while avoiding overproduction and underproduction,” explains Saarinen. “This on-demand shopping model is the future of sustainable fashion and a win-win situation for both the customer and the brand.”

The pre-order system not only benefits the environment but also provides customers with a more personalized shopping experience. Lilja the Label is committed to ensuring that their customers’ needs are met without compromising on quality or sustainability.

“We want our customers to feel good about their purchases, knowing that they are not only investing in high-quality, stylish activewear, but also contributing to a better future for our planet,” says Saarinen.

The brand’s emphasis on sustainability extends beyond their products to their packaging. 100% of consumer packaging is renewable. Lilja the Label uses cardboard boxes, paper tape and cassava root pouches (instead of plastic) inside packaging.

The brand is also donating €1 for each sale to take care of the Baltic Sea. For each entry to their trash-picking campaign #liljapicking, Lilja the Label doubles the monetary donation to the John Nurminen Foundation, a foundation that is dedicated to improving the state of the Baltic Sea by reducing eutrophication and nature loss as well as preventing harmful substances from getting into the sea. The partnership allows Lilja the label to raise awareness among its customers about the well-being of nature; this is in line with their core values of community.

With the growing impact of climate change, plastic pollution, and unethical labor practices, choosing swimwear made from recycled, responsibly sourced materials is one way to make a positive difference. By adopting these strategies, Lilja the label has shown the earth an unwavering amount of support and a solid commitment to making the world a better place.