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Why Sustainable Swimwear Is Exploding, Salty Johnson Is Leading

by Salty Johnson

Why is Sustainable Swimwear Is Taking Over Australia? And Why Salty Johnson is Leading the Charge?

If you want to understand where the future of swimwear is heading, all you need to do is walk down Bondi Beach at 7am.

Among the froth, Sea Gulls and caffeine deprived locals, you’ll notice something crystal clear:

Australians are ditching fast-fashion swimmers and choosing sustainable, premium, recycled swimwear instead.

The world is finally catching up to what we’ve known for years, sustainability isn’t a “nice idea”.
It’s the new normal.
And it’s the direction the global swimwear industry is moving at full speed.

At Salty Johnson, we’re not following that wave.
We’re shaping it.

Here’s why sustainable swimwear is exploding across Australia, and why Salty Johnson is becoming the brand to watch globally.

 

1. Australians Are Buying With Purpose, and the Shift Is Permanent (hopefully)

Aussies care about the ocean more than most countries on earth. It’s our backyard, our playground, our meditation zone, our dating profile backdrop. So naturally, consumers are demanding swimwear that protects what they love.

And the data backs it:

  • 78% of Australians prefer brands with real sustainability credentials

  • 64% will pay more for sustainable clothing

  • The eco-swimwear market is growing >15% per year

  • Sustainable swimwear is now a $6B+ global category

This is no longer a trend, it’s a cultural shift.

People want to feel good about what they wear.
They want transparency, not greenwashing.
They want brands with purpose, not PR.

And that’s exactly where Salty Johnson stands strong.

2. Recycled Ocean Plastic Isn’t Just “Eco Friendly”, It Performs Better

Let’s clear something up:

Recycled materials don’t mean compromise.
They mean upgrade.

The premium recycled ocean plastic we use is engineered for performance, not just marketing.

Here’s why our fabric is dominating the category:

  • Chlorine-resistant

  • UPF50+ sun protection

  • Shape-holding (no sag, no stretch-out)

  • Saltwater proof

  • Soft and sculpting

  • Colourfast, wash after wash

This is next-generation material, environmentally responsible and technically superior.

If you’ve ever worn saggy, faded, fast-fashion swimmers… you’ll feel the difference immediately.

3. Bondi Is the World’s Most Influential Beach, and We’re Born From It

Paris has fashion.
LA has Hollywood.
Bondi has global influence.

What happens on Bondi Beach today will hit Byron, Bali, LA, Miami and Tulum next season. That’s the cycle.

Salty Johnson isn’t trying to replicate Bondi’s identity, we’re built from it:

  • Sustainable

  • Sun-driven

  • Cheeky

  • Confident

  • Playful

  • Clean aesthetic

  • High-performance

While other brands chase the vibe, we live it every day.

And globally, that “Aussie beach energy” is dominating.

4. The Decline of the Board Short, and the Rise of the Swim Brief

Let’s talk about the category transformation nobody can ignore.

Boardshorts were iconic, for a long time.

But men are moving to briefs for three reasons:

Confidence

Briefs show the body, celebrate the physique and project boldness.
Partners love them.
Men feel sharper in them.

Performance

Board shorts drag like boat anchors.
Briefs glide.

Even casual ocean dippers feel the difference.

Style

Shorter is better.
Fitted is hotter.
And globally, fashion is swinging back to athletic, fitted silhouettes.

Budgy Smuggler cracked the market open.
Salty Johnson is redefining it with premium cuts, recycled materials and Bondi energy.

5. Why Salty Johnson Leads the Sustainable Swimwear Movement

We don’t claim sustainability, we prove it.

Our Sustainability Framework

🌊 100% Recycled Ocean Plastic Fabrics
Our core material directly removes waste from the environment.

♻️ Low-Waste Production
Precision-cut panels minimise offcuts.

đź’§ Non-Toxic, Eco-Friendly Dyes
Long-lasting colour without ocean impact.

📦 Plastic-Free Packaging
Minimal, recyclable, premium.

🌞 Slow Fashion, Performance-First
Made to last seasons, not weeks.

Sustainability isn’t decoration for us, it’s our DNA.

6. Sustainability Alone Doesn’t Sell, Great Design Does 

People buy with their values…
but they convert with their eyes.

That’s the truth of retail.

So our goal at Salty Johnson is simple:

Make sustainable swimwear so hot, so flattering, and so premium that choosing ethical becomes the automatic choice.

Our cuts pop.
Our prints stand out.
Our one-pieces sculpt.
Our briefs enhance.
Our colours stay vibrant.
Our fabrics last.

We don’t just make eco-friendly swimwear.
We make swimwear that turns heads.

That’s how you build a category leader.

7. The Salty Johnson Community Is Our Powerhouse

Behind our growth is a rapidly expanding community of:

  • Swim squad legends

  • Bondi locals

  • Surf lifesavers

  • Ocean lovers

  • Gym crew

  • Fitfluencers

  • Women who want cheeky, flattering fits

  • Men who want premium, bold briefs

  • Eco-conscious consumers

This brand isn’t just swimwear.
It’s a movement.
A tribe.
A culture.

People join because they align with the mission.

They stay because they love how they feel in the product. 

We aren't perfect and we have loads to work on, but this is why we do what we do, to get better every single day. We fail, we learn we grow, TOGETHER. And we aim to do this in visibly in front of everyone.

8. Australia Is Just the Beginning

We may be born in Bondi, but our ambition is global.

Aussie swimwear brands have a history of going worldwide:

  • Speedo

  • Seafolly

  • Budgy Smuggler

Salty Johnson is next.

Our international rollout plan includes:

🇺🇸 USA
🇬🇧 UK
🇪🇺 Europe
🇦🇪 UAE
🇸🇬 Singapore
🇧🇷 Brazil
🇹🇭 Thailand

The world wants Australian beach culture, confidence, sustainability and premium design.

We’re ready.

9. What’s Coming Next

Here’s a CEO-level sneak peek at our roadmap:

  • New advanced recycled fabrics

  • Cheekier cuts + extended size range

  • Gift packs and bundles

  • Premium beach accessories

  • Limited-edition capsule drops

  • Athlete, surf club and creator collaborations

  • The Iconic expansion

  • International shipping scale-up

  • Pop-up stores across AUS & USA

  • Major Bondi shoots + global campaign

We’re building something that lasts.

10. Final Word: The Future of Swimwear Is Sustainable, and Salty Johnson Is Leading It (We think atleast XD)

Sustainable swimwear is not the future, it’s the present.
And Salty Johnson is proud to be shaping the movement:

  • Ethical

  • High-performing

  • Cheeky

  • Confident

  • Premium

  • Planet-friendly

When people choose Salty Johnson, they choose swimwear that protects the ocean and makes them feel incredible in it.

It’s purpose meets performance.
Sustainability meets style.
The ocean is salty, and so are we.

Back to Salty Scoop: Inside Our Sustainable Swimwear Journey