BeachCult is the swimwear and apparel summer lovechild from designer Joanna Hedley, focusing on mindful and ethical start to finish production and design based 100% in South Africa. Fresh South African artist designed prints with earth and fire colored basics encapsulate the anticipation of summer, whilst elegant basics and summer dresses elevate your beach look straight to dinner or a night out.
Created from sustainable recycled techno swim fabric, with unique fits and one of a kind prints, our swimwear is a cult favorite. Our resort wear and apparel as well as men’s swim trunks to match your swimwear are printed and lovingly manufactured by female artisans here in Cape Town alongside our swimwear so you can create an entire look in your favorite print. The collections are aimed at and inspired by young at heart women who want something beautiful and glamourous without being stuffy – for all the gypsetters and nomads who carry the ocean continuously in their hearts.
The latest collection is a collaboration with Cape Town based Artist Ana Kuni who is known for creating large scale paintings and murals with an underlying message of spiritual growth and awakening. The collection was inspired by the natural elements that are present and guiding in our everyday life with the sun, moon and ocean guiding us – a return to our authentic self.
About The Designer
Joanna Hedley launched BeachCult in 2011 as a response to a lack of local high end resort wear. After two years of small scale retail she went abroad and studied an MBA specializing in fashion and luxury business between Paris and Shanghai. On her return, she re-launched the brand, specializing in high end swimwear. The crux of her design ethos is to keep it local, concentrating on sustainable design and trademark prints designed by local artists and illustrators with a 100% South African design flair
Known for her signature prints and Avant grade silhouettes, Hedley, both the company’s creative director and president, is the living embodiment of her designs, taking inspiration from her worldwide travels and from the attraction in the everyday beauty of the world around her. Joanna strongly believes in mindful and ethical production from start to finish. She imports her fabrics from Europe and gets all fabric printed locally.
BeachCult is featured regularly in both local South African and international fashion magazines. Features locally include Cosmopolitan, Elle, Marie Claire as well as featuring on the espresso show. Internationally BeachCult has appeared in UK Conde Naste Traveller, Vogue and others. Fashion Shows.
BeachCult is the only swimwear brand to show at South Africa Fashion week each year, as well as Mercedes Benz Fashion Week. They have also showed at Africa Fashion Week London.