//BEACHY KEEN
LIFE’S A BEACH, AND THERE’S NO BETTER WAY TO ENJOY IT THAN IN PROUDLY SOUTH AFRICAN BEACHCULT WEAR.
BeachCult is a proudly South African business based in Cape Town and headed by designer Joanna Hedley, who describes herself as a “creative, driven entrepreneur”. The brand started in 2011, before Hedley went on to study her MBA in luxury fashion in Paris, and Shanghai in 2015 at the International Fashion Academy. This is when she refined her vision of developing a completely sustainable South African swimwear and resort brand – and launched her first official swimwear line in 2015 at the MercedesBenz Fashion Week in Johannesburg. Following this, she released her Mystic Karoo collection in 2018. Having been to more than 50 countries thus far, Hedley is inspired by travelling the world – but her heart remains true to its South African roots.
IDENTIFYING NICHES
Hedley saw a gap in the market for European-style swimwear in South Africa. With that, BeachCult was born, which specialises in locally-sourced materials. The collections are created through sustainable practices and centred on international resort styles, creating a luxury look that really fits in well with the local scene. Speaking of local, BeachCult uses locally designed prints, only hires locals, and works to support the local market.
The brand features a range of classic colours as well as vibrant prints, with the Mystic Karoo collection setting it all in motion. BeachCult represents a way of life which is all about summer living and summer loving. All BeachCult’s products are handmade by local artisans.
THE LONG AND SHORT OF IT
The brand launched its first men’s shorts range in 2014.The range is expertly tailored and features a refreshing selection of trademark prints created by local illustrators and artists. Perfectly paired with a white linen shirt and Panama hat, BeachCult swim trunks are the answer to summer living. Or, worn on its own, perfect for taking the plunge. BeachCult swim trunks have a small pocket on the reverse side which blends seamlessly into the pattern, and provides handy storage for your valuables.
The men’s shorts range includes something for every type of dresser. For the lovers of elegant dressing, there are navy and black options. For those who want to dabble in florals, you can opt for a truly South African flavour in BeachCult’s Black Strelitzia trunks.The orange pops of colour will work well with basic colours, as well as various shades of blue. For something lighter and brighter, yet still in keeping with the nature theme, there is a light blue Banana Leaf print. BeachCult also has three
versions of their Mystic Karoo print on the trunks, available in blue, mustard yellow, and midnight.
SOMETHING FOR EVERYONE
BeachCult has the ladies sorted too, with a variety of swimsuits, resort wear and accessories available.This also features the new range of prints, Midnight Safari, which pays homage to the beautiful and mysterious nocturnal animals of Southern Africa. A portion of the proceeds of these prints is donated to the Endangered Wildlife Trust.
Hedley has said before that life is better in a bikini, and is someone who truly embodies her brand’s core, which is rooted in fashionable resort wear. Being in tune with the synergy of her brand, Hedley only creates items she would wear herself. It’s all about creating items that have the right fit and that make everybody feel their best and most confident.
As well as being available locally, BeachCult is also available in high-end boutiques and beach clubs in Mykonos, Paris, Bodrum, Buenos Aires,Tulum, Mozambique and Madagascar.
For more information on BeachCult, visit www.beachcult.co.za.