A Nottingham-based swimwear brand has been recognised for its sustainability by fashion magazine Drapers and described as 'one to watch'. Isabelle Alexander chose to set up her business, In Capri, in Beeston where she designs her sustainable range.
Isabelle studied at Nottingham Trent University before deciding to stay in the city to start the business in 2020. Her collections have gone on to be sold internationally in boutiques as well as online. She also became a finalist for Sustainable Business of the Year with the Business Champion Awards.
"We were a finalist for the Sustainable Business of the Year which was an amazing experience. I applied and then had to go through an interview process with an awards ceremony at the end. It was held in London and was a surreal event as so many great businesses were there. A few weeks ago, we were voted by Drapers as 'one to watch which is amazing."
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Isabelle went straight into fashion buying for a high street retailer after graduation. She decided to focus on sustainability as she was very passionate about it but it was her mother who suggested swimwear.
"My mother is a swimwear garment technologist so she suggested I go into swimwear. She looks after the technical knowledge while I have the branding and design side. It's exciting to be able to collaborate together," she said.
In Capri is focused on sustainable swimwear including sarongs, swimsuits and bikinis. Isabelle says that people underestimate the technical knowledge needed to produce high-quality swimwear.
She said: "It may look like just a bikini but the smaller the item, the less chance of places for things to hide and there is no room for error. You are making a piece for someone at their most vulnerable with their body on display. We take a huge amount of time into designing and making sure the fit is right."
"We can honestly say we do make women feel amazing in their swimwear and beachwear which comes through in the feedback from our customers." When it comes to the sustainability element of the business, the range is constructed from some unusual materials. Isabelle said their business shines a light on areas that other brands normally don't go into detail on. A truthfulness that has resonated with her clients.
"The fabric is made with yarn made from fishing nets that are rescued from the ocean and post-industrial plastics make up the nylon for the swimwear. In terms of the manufacturing process, we do recycle all of our scrap fabrics so they get made into things like insulation so they avoid landfills."
She added: "We also had Black Friday where we changed it to Green Friday and ran sample sales with pieces that would normally have sat in a box for the rest of their lives. We gave customers a chance to buy them and they loved the concept. We also plant trees on a monthly basis to cover our carbon footprint within the business so we delve deeper than just the product."
Although In Capri is sold globally and online, Isabelle wouldn't rule out a start on Nottingham's high street. "I think it's definitely something to consider but it's a case of finding the right place and time to do that."
