A: Hey, I'm Sammy Thomas, the founder and designer behind Tide + Seek. I grew up in London, but my heart has always belonged to the ocean. I moved to Cornwall at 21, drawn by its stunning coastline and vibrant surf culture. You can find me spending my free time surfing, travelling to new destinations, catching up with friends over coffee or wine, or searching for hidden gems in local thrift stores.

My passion for the sea and my love for design led me to pursue a career in the swimwear industry. My journey actually started with studying Sports Technology, which gave me the amazing opportunity to spend my third year in the industry. I had the great privilege to work for both Adidas and Nixon, where I got hands-on experience of how brands and product development operate. This solidified my desire to one day have my own brand, and I knew I wanted to go more down the fashion route than technical sports equipment. But I also knew that before starting my own business, I needed to gain experience in digital marketing, website creation, and content marketing, which is why I transitioned into that field so I worked for a marketing agency for a few years specialising in SEO and content marketing, which gave me a solid foundation for building a successful brand online.

A: Tide + Seek was born from a desire to combine my love for the ocean, surfing, and design with my commitment to sustainability and ethical practices. I wanted to create swimwear that not only looks and feels amazing but also has a minimal impact on the environment. As a surfer, I've witnessed firsthand the devastating effects of plastic pollution on our oceans and coastlines, and I felt compelled to be part of the solution.

But beyond that, I've always been drawn to clothing with fun, bold, brightly coloured prints – I love wearing them and finding unique pieces through thrifting. I wanted to channel that passion into designing my own prints, and swimwear seemed like the perfect canvas for those vibrant creations.

I also wanted to create swimwear that was as functional as it is fashionable. Swimwear that could move with you, whether you're riding waves, doing yoga on the beach, or enjoying other water sports. It was important to me that Tide + Seek offered versatile pieces that could be a part of an active lifestyle.

A: Sustainability is at the core of everything we do at Tide + Seek. It's not just a buzzword for us; it's a fundamental principle that guides every decision we make. We approach sustainability from multiple angles, starting with our materials. We prioritise using recycled and regenerated materials whenever possible, like our main swimwear fabric, which is made from recycled plastic bottles. We also use Econyl® regenerated nylon for our linings, crafted from discarded fishing nets and other nylon waste. This helps to reduce waste, conserve resources, and minimise our reliance on virgin materials.

Furthermore, we partner with an ethical manufacturing facility in Bali that shares our commitment to sustainability and fair labour practices. They prioritise employee well-being, safe working conditions, and environmental responsibility. We also design our swimwear for durability and longevity, encouraging customers to cherish their pieces for years to come, which helps to reduce textile waste and minimise the environmental impact of frequent replacements.

We also strive to be sustainable with our packaging, using biodegradable materials that naturally decompose over time, reducing waste and pollution. To further our commitment, we've partnered with recycling initiatives to help our customers give their old swimwear a new life. We're planning to introduce a vintage swimwear range, offering A-grade preloved pieces, particularly gorgeous finds from the 80s in Italy. This allows us to give beautiful vintage swimwear a new lease on life and further reduce textile waste.

Finally, we're constantly exploring new innovations in sustainable materials and production processes, seeking to further reduce our environmental impact and contribute to a more circular fashion industry.

A: That's a tough one! Each print holds a special place in my heart. I've had so much fun designing them all, I'm actually torn between the Saved by the Bell print and Jungle Disco. Saved by the Bell is definitely inspired by my love of 80s fashion and prints. But Jungle Disco has such a fun, vibrant energy, and I love the combination of blues and pinks. I'm so happy that my customers love them too! They're both best sellers, and we've decided to continue to restock Saved by The Bell many times.

A: I'm incredibly excited about the future of Tide + Seek. I aspire for the brand becoming a leading voice in sustainable swimwear, inspiring others in the fashion industry to adopt more responsible and ethical practices on a global scale. I wish to expand our reach and connect with new markets, including the Australian market, where we see a strong alignment with our brand's values and a growing demand for sustainable swimwear.

We have some exciting plans in the pipeline, including the launch of a vintage swimwear collection. This range will allow us to tap into the growing demand for unique, pre-loved pieces and further reduce textile waste and extend the life cycle of beautiful garments.

Ultimately, I'm passionate about fostering a strong global community around the brand, connecting with women who share our love for the ocean and our commitment to protecting the planet, wherever they may be.

A: Building a business is a challenging but incredibly rewarding journey. My advice would be to stay true to your passion, believe in your vision, and surround yourself with a supportive network of mentors and collaborators. I also recommend immersing yourself in entrepreneurial energy by joining co-working spaces or network groups – it can make a huge difference!

Gain as much experience as you can before launching your own venture. Having a base knowledge of marketing, sales, and operations really does help, and also learn to outsource where your expertise doesn't lie. It's so important to understand your strengths and weaknesses and build a team that complements your skills.

Finally, remember that building a successful business takes time and dedication. Don't expect instant results; there will be challenges and setbacks along the way. But if you're passionate about what you're doing and believe in your vision, keep going! The rewards are worth the effort. And remember, celebrating the small wins along the way is crucial to staying motivated and maintaining momentum.

A: Absolutely! There are so many incredible brands out there doing amazing things in the sustainable fashion space. Here are a few of my personal favourites:

• Patagonia: They've been a pioneer in sustainable outdoor wear for decades, and I admire their commitment to environmental activism and responsible manufacturing. They truly set the standard for how businesses can use their platform to advocate for change.
• Atika: This London-based shop curates a fantastic collection of vintage and secondhand clothing, making it easy to find unique and sustainable pieces. I love their focus on giving pre-loved clothes a new life and reducing textile waste. It's a treasure trove of unique finds!
• Sister Jane: They create the most beautiful and unique dresses, perfect for any special occasion. I love how they combine vintage-inspired designs with a modern twist, and they're becoming more conscious of their environmental and social impact, which is fantastic.