Sustainably created with love in Cape Town.

At BeachCult, we believe the spirit of summer should never come at the expense of the Earth. Every piece we create is born from a deep reverence for nature, artistry, and ethical design — a sun-drenched love story between style and sustainability.

Founded in Cape Town by designer Joanna Hedley, BeachCult is proudly produced 100% in South Africa, embracing a mindful, ethical, and female-led approach to resort and swimwear. Each collection is a celebration of local craftsmanship and wild femininity, where bold silhouettes and South African artist-designed prints are stitched with purpose and soul.

Conscious from Start to Finish

Our entire production process, from sketch to final stitch, happens on home soil. Our products are manufactured in small family-run ateliers and female-led studios in Cape Town, supporting local talent and economic upliftment.

Sustainable Swim

Our swimwear is made from recycled nylon and plastic, transformed into a luxurious Italian techno-fabric with two-way stretch, UV protection, and chlorine resistance — performance meets planet care.

Fabric with a Future

Our apparel is crafted from textiles including Lenzing™️ Ecovero™️ and flax linen — plant-based fibres that are biodegradable, compostable, and sourced from certified renewable wood.

Printed with Purpose

We digitally print our fabrics locally in South Africa using eco-conscious technology that drastically reduces water and chemical waste. Every print is a limited-edition artwork, lovingly created by South African illustrators — no two garments are ever exactly alike, and that’s part of the magic.

Thoughtful Production

We optimise every metre of fabric, creating little to no waste. This may mean a print placement might vary slightly — a small signature of uniqueness in each piece.

Reusable Packaging

All our packaging is biodegradable, recyclable, or reusable. Your BeachCult order arrives in locally-made cotton totes, designed to accompany you on beach days, farmers’ markets, or dreamy getaways — again and again.

Social Upliftment

We’re proud to uplift the women within our community — not only through employment in our ateliers, but by fostering wellness, dignity, and growth through our daily practices.

Full Transparency

We believe in fashion with nothing to hide. Our supply chain is transparent, traceable, and designed to be as nurturing as it is beautiful.

Each year, we take part in Green Friday — our alternative to the frenzy of Black Friday. Instead of slashing prices, we partner with Greenpop to plant trees and nurture reforestation efforts across Southern Africa. Every purchase during this time becomes an act of restoration, reconnecting you to the Earth with each thread.

BeachCult is a living, breathing tribute to South African artistry, conscious creation, and slow, sunlit living.