Founded in 2021 and inspired by the fragile beauty of coral reefs, Kōraru was born from a desire to challenge the shortcomings of conventional swimwear. After witnessing firsthand how quickly “premium” pieces could lose their shape and quality, the brand’s founder set out to create something more enduring – where performance, design and responsibility coexist. Rooted in a commitment to slow fashion and circularity, Kōraru brings a considered approach to modern resortwear. In this edition of Conversations with Changemakers, we explore how the brand prioritises longevity, thoughtful design and a deep respect for the natural world that inspires it.
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When was Kōraru born, and what is its origin story?
KÕRARU was born in 2021, and its inception was a trip to the beautiful Maldivian reefs that our founder took and was very excited about, for which she purchased new swimwear. Those swimsuits didn’t last a full week, even though they were advertised as premium products. As this was not the first time she encountered this problem, she set on finding out what makes some swimsuits last and some fade and sag so quickly, and what could be the best fabrics that would not compromise quality for style, or fashion for the environment. KÕRARU was thus born and got its name from the beautiful yet fragile reefs.
What is your brand ethos?
KÕRARU is a premium, more sustainable swim and resort brand focused on crafting slow fashion for a circular world. We aim to bring consumers timeless and sophisticated designs while protecting and giving back to the natural environment from which we draw our inspiration. KÕRARU has been designed with enduring quality and a beautiful yet timeless approach to styling. Our pieces are subtle and minimalistic, and they aim to elevate the wearer through their sleek lines and by bringing classic designs into the modern era through the lens of understated sophistication.
What does luxury mean to Kōraru and how do the worlds of luxury and sustainability collide?
At KÕRARU we believe the ultimate luxury is time. Slowing down, taking the time to care for things and appreciate things, especially things well done. Luxury is something that was created with intention and that is consumed with intention. Something that is not rushed. And sustainability is a big part of that. If it’s not sustainable, it’s not luxury – it’s that simple.
How does Kōraru champion circularity and embed circular principles from design and production through to end-of-life?
KÕRARU was built as an antidote to fast-fashion, combining timeless classics to be cherished for years, along with high-grade, technical fabrics that perform. We took it a step further and applied our circular practices to our packaging and hangtags (making them from dissolvable, end-of-life or recycled certified materials) as well as direct donations to our partner charity The Coral Alliance and neutralising our carbon emissions with the Climate Change Program. Our circularity strategy is complete with our end-of-life program in partnership with FibreLab, a UK-based recycling service that helps divert post-consumer products from landfills by recycling or downcycling textiles into new materials.
LEARN MORE ABOUT KŌRARU
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