RubyMoon has given swim and activewear the slow fashion treatment, designing a capsule collection that’s made to last and good for the planet.
On top of the stylish prints designed by a local artist, there’s something extra special about the material their versatile gym-to-swim pieces are made from. The fabric started life as ocean waste – ghost fishing nets, to be precise.
RubyMoon partners with NGO Healthy Seas who collect these nets, which are terrible for marine life, leaching microfibres and killing over 100,000 animals every year.
Through some clever Econyl fabric technology, they can be transformed into regenerated yarn, which is top quality and highly durable. Perfect for activewear.
Healthy Seas isn't the only non-profit RubyMoon collaborates with. They’ve also partnered with Lend With Care, providing loans and business training to female entrepreneurs in developing nations. In fact, 100% of the brand’s profits go towards empowering women in business.
Giving women the means to succeed economically has huge benefits for whole communities. Gender inequality promotes poverty, with women and girls making up 60% of chronically hungry people in the world.
But when women are able to break the cycle of poverty and earn a good wage, the money is spent on nutrition, housing and education for their families – three factors that set kids up to thrive.
Every item in the RubyMoon range is named after one of the 1200 (and counting) women they’ve supported, as a little reminder of the real positive impact your purchase has.
After 25 years of working in the unsustainable fashion industry, Jo-Anne Godden was fed up with seeing the negative social and environmental impact it caused. So, she decided to channel her experience and knowledge into RubyMoon instead – a brand that would do better for people and the planet.
Knowing that women and innovation are key to a better future for underprivileged communities, Jo-Anne made it her mission to activate women’s potential through RubyMoon. This made International Women’s Day 2011 the perfect day to launch the brand.