Awaythatday

Clothing · Men's Fashion

Awaythatday is a direct-to-consumer swimwear label that sells bikinis, one-piece swimsuits, cover-ups and small capsule resortwear. Price points sit in the mid-range bracket: two-piece sets retail £90-£120 and one-pieces £80-£100. The brand trades only through its own Shopify site, shipping worldwide from its London base with next-day UK delivery and duty-paid options for the U.S. and EU. The label built notice through reversible, mix-and-match separates released in limited-edition colour drops every 4-6 weeks; each style is produced in small runs that frequently sell out within days. All garments are cut from Italian ECONYL® regenerated nylon and are triple-tested for chlorine, sunscreen and salt resistance. Awaythatday offsets 100 % of its carbon footprint and ships in compostable mailers, credentials that have won it features in Vogue and Conde Nast Traveller “best sustainable swim” round-ups. Core customers are 20-35-year-old women who travel frequently, post holiday content on Instagram and want photo-ready swimwear without luxury price tags. They value packability, ethical production and the ability to create a personalised set by choosing separate sizes and colours for tops and bottoms. Awaythatday competes in the crowded Instagram-native swim space populated by indie labels that release seasonal colour drops and use influencer seeding. It differentiates through tighter inventory drops that create scarcity, a full reversibility function that doubles styling options, and carbon-neutral operations verified by ClimatePartner—claims many peer brands have not yet documented.

Reversible swim that sells out fast and ships in compostable packaging

• Sustainable
• Ethical