How sustainable are we, really?

Many of you may know eit swim as a “sustainable swimwear brand.”

When we launched the brand in 2018, we wanted to create products with as little environmental impact as possible. At the time, however, the cost made it difficult to do so. It wasn’t until 2020 that we were finally able to start using recycled and regenerated materials, and by 2022, our entire lineup was made from these materials.

We also launched the JAPAN series, focusing on traditional Japanese crafts, adding a message of human-centered craftsmanship, an anti-thesis to mass production and capitalism, and a sense of harmony with nature. MADE IN JAPAN has been a core commitment since the very beginning. We’re grateful that many of our customers resonate with these values and continue to support us.

Over the past few years, though, we’ve found ourselves reflecting deeply on what it truly means to be eco-friendly, what really benefits the planet, and what sustainability really is.

For example, even though we use recycled materials as much as possible, is that truly earth-friendly? Are there small details in production that we still don’t fully understand and need to improve? Ideally, we’d like to eliminate plastic completely, but due to distribution requirements, some plastic packaging is still necessary (we currently use some plant-based options). If we were to pursue every detail to perfection, costs would rise, the workload would become overwhelming, and we’d end up pushing ourselves too hard. After all, if our ultimate goal is to live in the most planet-friendly way, producing and selling swimwear itself contradicts that aim.

This is where it becomes clear that sustainability is not simply the same as being “eco-friendly.” For us, sustainability means not destroying the environment, not sacrificing people or society, and ensuring the business can continue to operate. It also means taking care of ourselves. A few years ago, we prioritized passion and ideals above all else—but that alone wasn’t enough. We’ve faced many challenges along the way.

We’ve learned that while we strive to create products that give our customers the best experience, we also cannot neglect ourselves. We too are part of the cycle that is eit swim. Now, we see this as a time to reflect on the brand while seeking a balance between ideals and reality.

We don’t have all the answers yet—and perhaps there isn’t just one answer to sustainability. What matters most now is that we continue, at our own pace, with honesty, doing what we can. Through repeated experimentation, we will continue moving forward, and we hope you’ll continue this journey with us.