United Kingdom (Brighton)
This activewear works harder than most. RubyMoon garments help clean the oceans, reduce waste and limit the number of pieces in our wardrobes – all while empowering women around the world.
When Jo Godden – who had worked in the unsustainable fashion industry for 25 years – launched RubyMoon in 2010, she was determined to find a way to create activewear that treads lightly on the planet. So she developed the first activewear made from Econyl yarn – an infinitely recyclable nylon thread created from textiles and fishing nets recovered from oceans and landfills. RubyMoon now also reclaims used swimwear and stretch fabric, to give it a second life in a new wardrobe. Digital printing methods minimise ink and fabric usage, and, compared to similar products, RubyMoon garments produce 42% less carbon emissions.
Jo wanted to tackle not just how clothes are made, but how they are bought and worn. So the full collection, aptly named ‘GymToSwim’, is designed to be worn in and out of the water with no items specific to any one sport – so that people can buy fewer items and wear them more.
RubyMoon is also the world’s first (and only) not-for-profit activewear company. 100% of the company’s profits are invested in microloans for female entrepreneurs in developing countries, so they can start their own businesses and improve life for themselves and their families. Some of these entrepreneurial women give RubyMoon’s pieces their name – including Filipina food and souvenir shop owner Leilani, Peruvian hairdresser Ysabel, and Pakistani yarn weaver Razia.
Next for RubyMoon will be a range of full coverage swimsuits for women who wear modest clothing for religious or personal reasons – making swimming, and sustainable options, accessible to more women.
Know of a project that’s transforming the fashion sector? Submit it here, and we’ll spread the joy by mapping it on the Atlas.
Nature-geek, urban forager and all-round wordy sort. Freelance strategist and writer for organisations that care about the future. Often found reading while walking.
Jo Godden, Founder
This project has been selected as part of FashionFutures, a new content channel that maps the work of people transforming the fashion sector: the designers, craftspeople, social innovators, educators, community leaders and communicators. Atlas of the Future is excited to partner with Makerversity, with the support of The J J Charitable Trust and their network of fashion friends.