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THE TRUE COST

A lot of our blog posts are light reading with the intention of beautifying our brand. However if we could choose just one of our posts for you to read, this would be it. THE TRUE COST. In relation to the documentary about the fashion industry and it's social and ecological impact on our world today. We now know the impact is catastrophic. We are serious, this is serious. We have watched this doco numerous times. We cry each time. It's heart breaking, it's emotional, it's moving, it's real and its important that if you haven't watched this film, you make time to watch it. Actually its imperative that you watch and share. If there was a way we could make our customers watch this before accessing our check out page on our online store, we would! We wouldn't even mind if we end up loosing the sale because they decided they already have enough swimwear in their wardrobe. Truly, we would give them a high five! We have spoke about this issue before and we will continue to talk about this issue... What is the true cost of the products and clothing we purchase, how are we responsible individualy for our personal values and beliefs when it comes to the impact we have on other peoples lives and the environment with everything we use and wear in day to day life. We are not going to give away the details of the film, to be honest its pretty grim. We at Seamone Swimwear just want to assure you, we have spent a lot of time digesting various information in relation to what we value in our business and our responsibilities. We have even asked ourselves, are we doing the right thing starting an online fashion business? We have ponded and have discovered one of our main business values is honesty. So lets be honest... fashion today is the No. 2 most polluting industry on earth. How bad is that. Don't hear that in the media much do you... why? Because who owns the media? The fashion industry. Clothes adds, car adds, shampoo adds... whatever the product... it's all fashion because its based on style, trends and looking better. Its out of control. So we decided to still go ahead with Seamone Swimwear, with the intention to educate our customers on this issue and to inspire change in the way our customers shop. In hope of a better future for the people who make fashion and the planet that supplies the materials.

Sure at Seamone we are using recycled materials, that takes pollution out of the ocean, giving us the opportunity to transform it into swimwear. Yes we use recycled and biodegradable packaging, we run our business from home, we don't over stock, we construct our products to last longer then other swimwear labels. Our factory is as close to Australia as possible, we have strong supplier ethics and do not use factories in China or India. We have considered almost everything we can in creating a sustainable brand. But is it efficient enough? If our customers don't shop with us wisely, and if they don't take on the message we are trying to send, then to us we have failed. We would be really disappointed if we seen someone wearing Seamone on the beach and walk straight past a piece of rubbish without picking it up. And we would be sad if someone chose to purchase an item that looked similar to ours from a fast fashion giant just because it was 50% cheaper. We want to see environmental activists increase as a priority over our profit increase. So we think its a good idea, just to give some positive tips in how we can change this industry. You, me, we, everybody needs to make the changes. Because together we can make a difference before its too late.

1. ASK QUESTIONS
We live in a time of consumerism, especially when it comes to fashion. Are you the type of person that just looks at price tags when shopping? is getting a bargin the only thing that matters to you? or are you the type of person who makes decisions based on the 'made in' tag? Don't know the answer... Maybe take the time to go through your wardrobe and look at the care labels of your garments, look at where they where made, what materials are used. How many of your clothes are vintage? recycled? hand-downs? organic? fair trade? made by your grandma? How many are made in your local country? how many from China? India? How many have you owned for more then 1 year? 5 years? 10 years? This will give you a pretty good indication on what kind of consumer you are. Don't feel bad, its ok... We are here to support you. Take the time to imagine the person who made these items, in which you own... consider the conditions and the hands that actually constructed your favourite dress or bag. Good on you if you made it yourself or know the person! However on the other hand, if you don't know the person, try to imagine them and their lives. The reality is that a lot of factory workers loose their lives or become ill making the everyday items we purchase. So if you have never considered this before, thats ok because a lot of people don't. All we ask is that you ask the right questions when deciding on what you consume and the behind the scenes cost. 

2. PLAN TO CHANGE
We all hear about the dramas of spring cleaning, we all do the change of season "I have nothing to wear tantrums" Don't be embarrassed, we know its true. Turn that frown upside down girlfriend and make a plan to organise yourself. To hold on or let go? a question sometimes overwhelming in many aspects of our lives... is it time for you to declutter? Organise your style, your wardrobe, what you do wear, what you don't wear. SIMPLIFY! Think about what you really need? NEED not WANT. Make your new motto less is more!... Its about quality not quantity. For example a good quality organic chemical free leather jacket made by a reputable brand, buy a reputable leather maker might cost $500 onwards. That jacket might last you 10 years, worn every winter because its made well, its beautiful, you look after it, you value it, its classic, timeless and will never go out of fashion. On the other hand you might think that buying a $50 PU leather copy jacket from a fast fashion brand is the better option because your saving $450. (which you could spend on getting that new GHD hair straighter and a dress your obsessing over!). But really that $50 fake jacket is going to fall apart and flake after one winter. It will end up in the bin and you will have to buy a new one next year. So do the maths, if you spend $50 every year for 10 years on fake leather jackets thats $500. The same $500 you could of spent in the first place, saving you time, saving the environment of chemicals and waste, saving animals skins and homes, saving people who are being exploited for cheap labour, saving landfill 10 jackets on the pile. Women should really be limiting themselves to a few new pieces a year, when they go shopping, taking the time to consider what they want, shop around, try on, sleep on it, try on again, sleep on it... then buy if it is really worth it, if its going to last. 

3. DISPOSE RESPONSIBLY
Once you have gone through and planed your wardrobe and have all the keepers and all the victims... Don't feel all high an mighty about dropping off a few bags to charity, because 90% of that will end up in land fill anyway. Give your clothes away to people who will appreciate and wear them, tell them to do the same when they are finished with the item. Think siblings, extended family, friends first. Then reselling is an also an option. Go to the markets, use EBay, carousel, and other online channels to resell and make a note to that person, who purchases from you, to take responsibility when they too have finished with the item. If the item is too cheap to resell, sounds like your a fast fashion addict and you need to stop buying cheap clothes. Buying quality and sustainable fashion, you will look better and you will find when you have your statement pieces, the years to follow you will spend less. It will also save the environment having less to buy and less to dispose. Feeling creative! Use the fabric of unwanted clothes to make something new, get the sewing machine out, make pillows, make that dress into a skirt, make hair scrunches... Whatever it is, reuse those materials. Give to your local schools sewing classes even or day care centres where kids can make soft toys. There are so many ways materials can be reused. Do not ever put clothes in the bin, they will go to land fill and they will take 200 or more years to decompose, while letting off toxic gases into our atmosphere. 

We know this is contradicting considering, we are trying to sell swimwear here. But at the end of the day our planet is more important to us. Simple as that. We would prefer our customers to really question their buying habits, and make positive changes by cutting down the amount of fashion they purchase in the future, and to tell their friends to do the same. We would prefer our customers to stop comparing prices and start comparing the recycled percentages instead. We would prefer our customers to ask for our factories information rather then ask for a discount. Its so important that we shift away from big brands, fast fashion chains and the social pressures of fashion. We need to all look in the mirror, and we don't mean the change room mirror. We need to look at ourselves and our planet and decide which we would prefer to look more beautiful. We need to find a better system, a better balance so that us and the world may be clean and pretty at the same time. 

https://truecostmovie.com

Founder & Creative Director of Seamone, Simone xx

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POEM | THE MERMAID

WHO would be
A mermaid fair,
Singing alone,
Combing her hair
Under the sea,
In a golden curl
With a comb of pearl,
On a throne?
II.
I would be a mermaid fair;
I would sing to myself the whole of the day;
With a comb of pearl I would comb my hair;
And still as I comb’d I would sing and say,
“Who is it loves me? who loves not me?”
I would comb my hair till my ringlets would fall,
Low adown, low adown,
From under my starry sea-bud crown
Low adown and around,
And I should look like a fountain of gold
Springing alone
With a shrill inner sound,
Over the throne
In the midst of the hall;
Till that great sea-snake under the sea
From his coiled sleeps in the central deeps
Would slowly trail himself sevenfold
Round the hall where I sate, and look in at the gate
With his large calm eyes for the love of me.
And all the mermen under the sea
Would feel their immortality
Die in their hearts for the love of me.
III.
But at night I would wander away, away,
I would fling on each side my low-flowing locks,
And lightly vault from the throne and play
With the mermen in and out of the rocks;
We would run to and fro, and hide and seek,
On the broad sea-wolds in the crimson shells,
Whose silvery spikes are nighest the sea.
But if any came near I would call, and shriek,
And adown the steep like a wave I would leap
From the diamond-ledges that jut from the dells;
For I would not be kiss’d by all who would list,
Of the bold merry mermen under the sea;
They would sue me, and woo me, and flatter me,
In the purple twilights under the sea;
But the king of them all would carry me,
Woo me, and win me, and marry me,
In the branching jaspers under the sea;
Then all the dry pied things that be
In the hueless mosses under the sea
Would curl round my silver feet silently,
All looking up for the love of me.
And if I should carol aloud, from aloft
All things that are forked, and horned, and soft
Would lean out from the hollow sphere of the sea,
All looking down for the love of me.
Alfred Lord Tennyson,1830.
a person lying on the ground


Photographer: Paulius Stefanovicius

Model: Sveta Kafafova

Jewllery: Pakaria Powell

Stylist: Simone Ainsworth

Makeup: Mia Lsa

Location: Seseh Beach, Bali.

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BLACK ROSE SS17/18

Our debut collection BLACK ROSE, inspired by music that has taught us to take risks and songs that have been there for us when we have needed understanding, each piece in this collection is named after an iconic woman in the punk culture. Some still here with us and some not, brave women who have expressed what it is really like to be a woman in this society and who have broken down walls for the rest of us. We wouldn’t be here, where we are now in the music industry or in the fashion industry, which coincide… if it wasn’t for them. It is evident now, more than ever that women are strong, women are powerful… equal. There is a new wave of international celebration, that celebrates the female body, celebrates the female success and celebrates the female voice. We want to empower women to wear our swimwear, and look incredible of course. However what we desire more, is for women to feel beautiful on the inside, to feel the freedom in the choices we make, to have a confidence that emerges from within first. From a place that is real and genuine.

We want Seamone Swimwear to be like that go-to love song or party anthem that makes you feel sexy, that makes you want to dance. Seamone swimwear will also be like that heart-break melody, that you can put on when you need to escape somewhere and be alone. These styles are dedicated to doing what we want, wearing what we want and being who we want. Seamone is about going against the grain and not following trends, but starting them. We want to send the message that swimwear isn’t just something we wear to serve the purpose of swimming in style…. It’s what we wear, when we are serving our mind, body and souls purpose. Be that in a exotic location relaxing, listening to our favourite band while we lounge in the sun. Or even in the darkest of moments, by ourselves on the beach with tears running down our face… we will always be perfect just as we are. 

The shoot is dark and its raw. It’s an insight behind closed doors, focusing on the inner emotions of a woman rather then her external appearance. In a world today that is highly focused on the media, supporting a mass produced fashion industry, so much has been lost in terms of originality and we are forgetting what is most important. Swimwear is a costume we wear to be closer to nature and to ourselves. We want to express a deeper side to our brand in the campaign that pays respect to all the challenges that has bought Seamone to life. The salt, sweat and tears. This has been a very personal journey for our designer and to create a mood through photography that shares some of the emotions that have in turn pushed and paved the way for this brand, would give it justice.

Our model has brown hair, she is delicate, beautiful. She is androgynous and individual. Her Seamone character is comfortable in her own skin and comes across sexual and provocative to the observer. Yet there is more to her that meets the eye, she is mysterious and although shy, she has so much to say. Her imperfections are perfections and her lips hold a thousand stories. Her eyes are smudged black, as if she has been crying… but she couldn’t look any more beautiful. She has lost everything and gambled her heart, left alone stranded. The location, is dark and gloomy, beaches of black sand and ancient rocks. Its stormy, and the waves are wild. The story tells, she is coming home from a night out after the concert, she lost a game of pool and felt the need to leave on her own. Her lover is lost and she is wandering the beach looking for him. The night had turned wrong and she starts to question her independent and rebellious lifestyle. She drops to her knees and begins to pray…but she can’t let go in the search for him. She finds a pile of washed up fishing nets, lies down and falls asleep… to the distant sounds of his guitar still echoing in her heart.

Founder & Creative Director of Seamone, Simone xx

 a person lying on the ground

Photographer: Paulius Stefanovicius

Model: Sveta Kafafova

Jewllery: Pakaria Powell

Stylist: Simone Ainsworth

Makeup: Mia Lsa

Location: Seseh Beach, Bali.

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SIMONE & SEAMONE

Welcome, and thank you for taking the time to familiarise yourself with Seamone Swimwear, hoping you are just as excited as me to celebrate our debut collection. A lot of time and consideration has gone into the launch of this small business and I'm delighted in all the positive responses received so far, its very humbling. It's a good feeling when a goal and a vision becomes a reality. I am so happy to be here, to invite you to join me on this journey in creating beautiful pieces for your leisure. Seamone if its not obvious was a word play on my own name, it just came out of the blue when I was changing my personal Instagram name one day... I just wanted to have my first name but of course 'Simone' was already taken. So Seamone it was. Later on, trying to come up with a name for this swimwear business... I actually had no choice, crazy if I didn't... it had to be Seamone. Please pronounce it however you desire, every single person in my life and who I meet all have extremely different ways in saying my name. It's actually quite amusing, especially when I get called Simon. I just smile.

After working in the fashion industry for several years, having studied Small Business and also gaining Fashion Design, Graphic Design, Web Design and IT qualifications, it just felt like the right time to put all my passions into one. It feels like all the pieces of the puzzle have finally come together to create the bigger picture. Now looking back on my life I can appreciate all the life lessons I have learnt and all the experience I've accumulated that has brought me here to designing swimwear. 

I have always had an obsession with swimwear, I even remember when I was a teenager and my friends and I would wear our cotton G-stings to the beach because we couldn't find any swimwear to buy that was cheeky enough. Well that was long before online shopping, and over a decade before instagram! Look at where the swimwear industry is now... At last, finally swimwear has become an equal member in the fashion industry and its exciting! We can not wait to evolve Seamone, and see what the future holds. Swimwear is transforming, its now being seen off the beach, it really is a staple and multifunctional garment not to be underestimated.

Maybe it has something to do with the fact I live on the perfect Gold Coast, with the best beaches in the world (in my honest opinion). In summer, swimwear is my uniform. Bikinis and one pieces not only get me from A to B they get me from A to Z! I am so lucky to live in a country and a place where its totally normal to grab some groceries on the way home from the beach wearing a bikini, and no one bats an eyelid. I love it! Its so easy waking up in the morning, and chucking on something that will surely get me through until tomorrow morning, no matter where my little gypsy soul takes me. My wardrobe is very small and simple. A variation of denim jeans and shorts, black swimwear, white singlets... the possibilities are endless! with cowboy boots, lacey heels, studded belts, leather jackets. I have a combination for every occasion, and to me its easy. I can be pretty, proper or punk at the switch of a bag or hat!

I buy a lot of my clothes and accessories when I travel. This is going to sound silly but I love buying things that have dust on them! Because it really feels like treasure! I find pleasure in having to search for special things and the reward you feel when you find something unique and that really resembles your personal style. I love having custom pieces, it just adds so much more value knowing it was created with love, just for you, the person made it for you because you asked and they said yes, I don't like the thought of someone making something for me because that where forced too. At Seamone swimwear it is my goal to deliver that same feeling of having a handmade treasure that is a limited edition to our customers. They know who designed it, the story behind it, why it was made and where it was made. Swimwear is intimate, its the closest you can get without being naked in public, so it is important to me that the relationship I have with the swimwear I own is special. I take care of my swimwear, and I always buy swimwear to please myself, not others. I guess I have always found it hard in the past to find swimwear to buy, that has character, substance and a personality... another reason why I wanted to create Seamone swimwear.

We all have those bikini expectations… (we all have those airbrushed dreams of ourselves on a screensaver beach) and then we have our swimwear realities… (christmas day, always in a one piece...passed out on the lounge, totally bloated from eating an entire bowl of mums triffle). In saying that our debut collection is based on personal emotions and also my personal connection with swimwear…including a title bit of fantasy and a little bit of reality. I think about what I really do and where I really go when I’m wearing a bikini… I want to be realistic in what I design and why I am designing it. I want the mood to be authentic... that reflects the real environment that a bikini is worn. Raw. These are some of my favourite memories I have in swimwear...

-I'll go to a deserted beach in northern NSW and to spend time alone… I never take a bikini top, superfluous on a beach like that. Just tiny tanning bottoms and a big hat. I'll read, I'll write, I'll day dream, I'll think, I'll cry… I'll let the waves wash away all that does not serve me, and ill let the tides take my hopes and dreams out to the universe. The beach is my sacred place where I go to just be, to pray, to escape the world.

-I'll invite my girlfriends over to my 70’s pool surrounded by red bricks and honey suckle, they will always borrow my bikinis, they know exactly where to find my treasure chest of swimmers. We will lay around and talk about how dumb men are! We will pluck our bikini lines with tweezers, before getting ready for a night out in town... where we will contradict ourselves and hook up with dumb men.

-I'll meet a guy for a first date, an afternoon swim and transform myself into a goddess mermaid, always making sure I’m swimming between him and the sun, so the light shines from behind me. Tease him with seductive looks and little splashes… Then when we walk out of the water he lets me lead, and I know its just so he can check out my bum… For a moment I feel like the sexiest girl in the world… no make up, wet hair, salty… Just me and a tiny bikini. 

-I'll be driving around with my best friend in our bikinis, sunglasses on, music up. We are really sunburnt from being at the beach…We are hungry and thirsty. We decide to get sushi, park the car, wrap our sarongs around our waist and walk into the restaurant with sandy feet. We will sit there in silence as we pick plates off the train… in utter contentment in each others company and the fact we are looking super bronzed.

To me those are my main swimwear moments, they are plain and simple. Maybe your swimwear moment is going to the river, or the lake, maybe you like to do laps at the pool or fossick the rock pools, maybe you live on a boat, or you like to snorkel, maybe you put a towel out on the grass in your backyard to get some sun, maybe you are a model and travel to tropical locations weekly. Everyone is different, and everyones relationship with swimwear is unique also. My goal at Seamone swimwear is for our customers to buy with their true swimwear moments in mind, that are real to them and to really enjoy their pieces and themselves when wearing Seamone. I want our swimwear to be a beautiful embellishment to special moments in life.

I hope this gives a little insight into myself and what I am hoping to achieve, I hope you continue to follow and support Seamone. I appreciate any comments and invite you to contact me with any questions you have about myself or the brand. 

Founder & Creative Director of Seamone, Simone xx

a person lying on the ground

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FISHING FOR FABRIC

We went fishing for fabric... literally! From waste to wear, our innovative designs are made from the highest quality 100% regenerated Lycra. This might sound a little crazy but, to conserve precious resources our fabrics are actually made from post-consumer nylon waste such as old magic carpets and fishing nets that litter our oceans. Yes... fishing nets! The waste is collected and then transformed into virgin raw yarn to begin the process of creating our beautiful butter soft swimwear! Our fabric is manufactured in a green energy facility that works to reduce pollution, protect green spaces, preserve water, and monitor gas emissions. It is a bit of a long process and quite scientific to explain. However to summarise in partnership with Healthy Seas, ECONYL® is able to supply us with this incredible new technology in Lycra production. Whats interesting is the yarn has the same qualities as virgin nylon from fossil raw material and be recycled endlessly without any loss of material quality whatsoever. In fact its tested to be one of the highest quality and durable Lycras in the world.

We find it incredible that divers can actually dive down and recover ghost nets from the North Sea, Adriatic Sea and the famous Mediterranean Sea. These nets are often found on reefs and shipwrecks which are highly important places for marine biodiversity, so it also helps protect all the sea animals from getting caught up in them. Healthy Seas also collaborate with fishermen, fish farms, local communities and other stakeholders to prevent waste nets from ending up in the sea in the first place...Bless them! We are also working on creating an in-house recycling system with the left over scraps of fabric from our productions.

Seamone Swimwear is proud to join the campaign in cleaning up our oceans of marine litter. The beach is our home, we want to help preserve it, we hope to educate and promote the importance of picking up rubbish and recycling. It's our goal to get people asking more questions when it comes to the products they buy. We aim for sustainability, in both an environmental and an economic sense. With every new bikini we produce, we reduce the waste in our seas. But we also want to take responsibility in what happens to our swimwear at the end of its life, by asking our customers to recycle their swimwear and not putting it into land fill. Seamone also hopes to partition into creating a new recycling program in Australia, that encourages the government to take more action into the public recycling of recyclable fibres such as wool, nylon and polypropylene. As there are currently no commercial recycling facilities that recycle used carpets and rugs or fishing nets for the general public. Carpet is illegal to dump and it produces methane, a powerful greenhouse gas when decomposing. Instead we could be reusing all these fibres, to create new materials and at the same time lowering CO2 gas emissions, lowering energy use, lowering water use and lowering crude oil use. We need to form a stronger closed-loop production cycle for everything we humans manufacture before its too late. So please help us in spreading the message. Take the time to watch the videos below, they are so fascinating. Thank you.

Founder & Creative Director of Seamone, Simone xx

please visit these websites for more information on our fabrics:

http://www.econyl.com
http://healthyseas.org
http://www.aquafil.com


a person lying on the ground
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