BeachCult⁴⁷⁰

BeachCult

In 2011, Joanna Hedley was a woman on a mission - a designer with a flawless eye for sumptuous detail who wanted to fill her cupboard with gorgeous, locally crafted high-end swimsuits and resort wear. Only one issue there... It was impossible to find. So Joanna rolled up her stylish sleeves, established a small-scale retail business, and went abroad to gain an MBA in fashion and luxury business between glittering Paris and bustling Shanghai. It was upon her return from this eye-opening adventure that she breathed life into BeachCult, a proudly South African swimwear and apparel brand that focuses on mindful and ethical production from start to finish. Rooted in a sustainable design ethos, BeachCult is renowned for its trademark prints designed by local artists and illustrators, which are used to create amazing seasonal ranges. This includes swimwear for men and women, as well as activewear and apparel staples such as dresses, kimonos, and pants, all lovingly manufactured by female artisans in Cape Town.