What Sustainability Really Means in Fashion
Over the years, I’ve had countless conversations with people about sustainability—what it is, what it isn’t, and how deeply misunderstood it remains within the fashion industry. Swimwear, in particular, tends to sit in a peculiar narrative where “eco-friendly” labels are thrown around without much context. One of the biggest topics that always comes up? Recycled fabrics.
Consumers hear “recycled material” and immediately feel like they’re making the best possible choice. It becomes a deal breaker—Oh, it’s recycled? Perfect. And while the intention behind that mindset is admirable, the reality is far more complex.
The Truth Behind Recycled-Fabric Marketing
Let’s get real.
“Recycled fabric” has become one of the strongest marketing tools in fashion today. Brands know that customers want to feel like they’re contributing to a healthier planet, so they lean into those buzzwords. But even when recycled options are considered “smarter,” the systemic issue doesn’t magically disappear.
These garments are still being mass-produced, and when mass production is the model, sustainability takes a hit—no matter the fabric.
What happens to the unsold inventory?
- It ends up in landfills
- It gets burned, releasing toxins and harming our air
- It’s sold at a steep discount if it’s lucky enough to find its way into someone’s hands
And here’s the part most consumers don’t know: for example, even when a piece is marketed as “85% recycled,” the remaining 15% is still new, raw material. Manufacturers pay extra for recycled textiles, yet still create waste through overproduction. So why not switch to a more thoughtful production model? The truth is simple—and disappointing: profit still wins.
Where Blue Coral Stands
This is where we break the pattern.
At Blue Coral, we don’t pretend to be perfect—but we are intentional. Intention goes a long way in an industry powered by excess.
Yes, we use standard fabrics for our suits.
But our core sustainability practice is something that doesn’t require a flashy buzzword:
We are a Made-to-Order brand.
That means:
1. You come first.
Your garment is created specifically for you—not for a warehouse, not for stock shelves, not for the chance that maybe, hopefully, someone will buy it. Your piece is designed with purpose, not prediction.
2. We minimize waste—dramatically.
By only producing what’s ordered, we avoid the enormous waste that comes with mass manufacturing. No piles of unsold inventory. No unnecessary surplus fabric. No “just in case” production runs.
3. Scraps don’t get tossed.
Leftover material is intentionally repurposed.
Scrunchies? Embellishments? Small accessories?
We’re always finding new ways to give remaining fabric a second life.
4. We’re always evolving.
Sustainability isn’t a box to check—it’s a process. A commitment. A mindset. We believe in staying transparent about what we can do now, what we’re improving, and how we can better serve both our customers and our environment.
Small Steps, Big Results
We may be a small business, but we believe that consistent, thoughtful actions matter. Every made-to-order garment reduces unnecessary waste. Every piece of repurposed scrap is one less textile in a landfill. Every intentional choice adds up.
Because sustainability isn’t about perfection.
It’s about progress—and the willingness to create with purpose instead of convenience.
At Blue Coral, we’re proud to handcraft beautiful swimwear while embracing a production model that truly reflects what sustainability should mean.
After all, even the smallest contributions can create big results when they come from a place of integrity.
XOXO Callie
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