Some things outgrow the space they started in, and that’s exactly what’s happened with our swim range.
Where it started
Our swimwear began life in 2024 as part of Pure Earth Collection, born from the same family, the same mission and the same belief that what touches our children’s skin should never come at a cost to their health, or to the waterways which are the lifeblood of our earth. We launched with 1 swimming costume for girls in 2 colours and 1 shorts for boys in 2 colours. They sold out immediately. And so many parents asked for adult styles too.
In 2025 we expanded the kids range with some new designs, more colourways and introduced some adult styles too. And our swim range took off, both in the UK and also the American market where customers didn’t seem deterred by high shipping costs and complicated customs charges.
2026 became a year of extreme expansion. Launching new designs for different body shapes, more colourways and a whole lot more stock. And we officially launched into America too, setting up a US subsidiary with a US distribution centre to help serve the growing demand from across the pond.
What happened next was beyond anything we expected, as demand ran away with us and swim became one of the biggest things we do. A community all of its own developed around a range that now sells out within days of every restock, created not just for kids but for adults too. The world’s first organic swimwear range for the whole family.
And that’s when Earthcove was born. Back in May we made the decision to spin swim out as its own brand, still part of the Pure Earth Collection family, but carrying a name and identity of its own.
Where it’s been living since
Since May, Earthcove has had its own name and its own Instagram home at @earthcoveswim, and we’ve been steadily transitioning that identity onto new labels and packaging along the way (if you’re lucky, you may have come across some of the initial Earthcove branded swimwear already!).
Behind the scenes, it’s still sitting on the Pure Earth Collection website, in both the UK and the US, and that’s about to change.
What’s coming next
Earthcove is getting a dedicated home of its own: a website built entirely around swim the way it was always meant to be experienced, and it’s coming this September.
What’s not changing
Everything that made you trust it in the first place remains exactly as it was.
- 98% organic cotton, GOTS certified
- UPF 50+, from the natural density of the weave rather than a chemical coating
- PFAS-free, BPA-free and made with non-toxic dyes
- The same makers, the same standards and the same mission we started with
- The same dedicated team of four mothers working hard make the world less toxic for the next generation
Why now?
We could have left things as they were, since Earthcove already had its own name and its own following, and for a lot of brands that would have been enough.
But Earthcove hasn’t just grown, it’s kept on growing, and a name like that deserves a proper home to grow into rather than a page tucked away on someone else’s website.
So that’s what we’ve spent the last few months quietly, but intensely, building.
Here’s how to be part of it
We’re creating a brand new home for Earthcove, and that means a brand new way of keeping in touch too, with our email family the first to know everything as September gets closer, well before it lands anywhere else. And we’d love for you to be a part of that.
-
Sign up to the new Earthcove email list to be first to know as the new home takes shape, with early access along the way.
- Follow @earthcoveswim if you don’t already, since that’s where the day to day journey between now and then will unfold.
