Shredding waves and saving the planet, Gold Coast-based business Inner Relm’s
recycled, trendy and sustainable swimwear is catching the attention of eco-friendly wave riders.
Inner Relm is not your ordinary swimwear brand.
Founded in 2017 by two surf lovers, Sam Lopert and Ramana Benson, the brand represents free thinkers and unique movers who embrace the coastal lifestyle.
With roots based on alternative surf culture, Inner Relm captures the essence of easy living, long sunny weekends with friends and a love for tropical adventures.
But what sets this independent brand apart from the others in the industry is its commitment to sustainability.
“We are big fans of staying in our lane and designing what we love and want to wear personally,” says Sam.
“Instead of subscribing to the big trend analysis and competitor monitoring, we maintain a close proximity to the waves and beach culture by living it ourselves, which allows us to stay true to what we love and what we think others will enjoy as well.”
Inner Relm’s surf-approved swimwear is a big hit, especially with its feminine designs.
Vintage-style swimwear with modern technologies and sustainable fabrics allow for a groovy, guilt-free surf experience consumers can feel good about.
The swimwear uses recycled polyester that enables waste such as plastic bottles to be recycled into a new fabric.
The material has been tested for quality and lifespan, so it doesn’t lose shape, sag, or deteriorate under harsh UV conditions.
“We tried many different materials, and we found the one that we choose offers the best quality and lifespan for swimwear,” says Ramana.
“This was crucial since surfers spend so much time in the salt and sun, so we needed a fabric that would stand the test of time.”
But Inner Relm’s commitment to sustainability doesn’t end with its products.
The brand is always working to innovate new ways to reduce its footprint and improve its business across the supply chain.
Initiatives like carbon offsetting all customers’ orders, using compostable packaging, and using recycled paper for care cards all contribute to providing a step in the right direction.
“We ensure our suppliers undergo third-party certification and auditing of their materials and workplace so we can be assured that their practices align with our values,” says Sam.
“We have always focused so much on our community across all aspects of the brand, from the way we package our orders to the events that we hold.
“This has helped us create personal connections with our customers and build a community people want to be part of rather than just another brand in the marketplace.”
As the brand continues to grow, Inner Relm plans on expanding overseas in the hopes to create more opportunities to advance its sustainability mission and enable more people to experience the products.
Improvements like consolidating shipments to countries and reducing shipping and exchanges by including local retail stores for customers, are on the horizon of the brand’s future.
“We are always researching and testing newer technologies and initiatives to improve our products and processes while minimising the overall footprint,” says Ramana.
“I think there are some really exciting changes coming to such an outdated industry through the changing mindset of the consumer.
“Surfers are generally quite environmentally conscious people since they appreciate a clean ocean and coastline while spending time at the beach.”
It’s this sentiment that has helped lead Inner Relm to a point where consumers are starting to understand the impacts of the industry better and are increasingly adopting an expectation that the products they purchase need to be made consciously.
“Our hope is that this trend continues and, in turn, keeps businesses accountable by the market dictating that sustainability is a requirement for a fashion business to stay alive,” says Sam.
Inner Relm’s commitment to sustainability and community has not gone unnoticed, with its stylish and sustainable swimwear garnering a loyal following.