Natasha Tonić, launched her first collection in 2017 with the intention of changing women’s swimwear for the better. Creating designs from sustainable fabrics the collections are sewn, dyed and dreamed up locally in Los Angeles, California. Strong in Style spoke to the women herself about the brand ethos, hemp clothing and why we should all stop using polyester.
What made you start Natasha Tonić?
I wanted something different and more healthy for my body and the planet. This idea of hemp swimwear was on my mind for a while. It wasn’t until I had my son that I was able to take some time off work and focus on my baby and my hemp swimwear. I needed that time to test it on many different occasions to make sure it works.
Tell us a little about Natasha Tonić and your brand ethos?
NATASHA TONIC is created to cure the world from polyester and to have a strong message that swimwear can be done differently. It can be sexy yet classic, practical yet beautiful, healthier for your skin and oceans. No microfiber pollution from polyester that is equivalent to plastic. No bad chemicals on your body.
How would you describe the Natasha Tonić customer?
My customer is intelligent, well informed, nature loving, stylish regardless of income. They know when something is unique. Usually they are vegan, artists, yogis or scientists.
Where do you get inspiration from for the designs?
It sounds crazy, but my inspiration comes from the universe. I am literally guided to what I need to do and how to make the patterns. I didn’t go to school for that. I start with doubt and finish with conquest. I meditate and tell the universe to guide me for the benefit of humanity, nature and animals.
What is your favourite piece from the collection?
Clean Cut One Piece Swimsuit. It is made to be forever stylish.
You create clothing from hemp fabric – can you tell us a little more about this?
Hemp is the best fabric in the world. Very little water is needed to make it grow and it enriches the soil. After so many pesticides added to the ground worldwide to grow cotton this is very important in cleaning the soil for future generations. When I say future generations, I’m talking about everything — animals, people, trees!
You donate 5% of every Natasha Tonić swimsuit to ‘5 Gyres’, could you tell us a bit more about this partnership?
“5 Gyres” is one of the leading Not For Profit organizations that through research fights plastic pollution and gives us information on what causes it. One of the things they found are microfibers from polyester that go back to the oceans when we machine wash our polyester clothes. When I started my hemp swimwear I knew that polyester is somehow linked to cancer. Besides the way that polyester is dyed with harsh dyes I knew something is even more wrong about it. It is actually made with the same ingredients as plastic. So, if you think your melted plastic in the bottle is giving you cancer, think about wearing polyester on your skin. Your largest organ!!!
What’s your earliest memory of being in the ocean?
My first time ever was in the sea. It was the Adriatic Sea in Croatia and that is still my #1 sea. I was probably 6 months old. My memory however would start around 4. My earliest memory was my uncle throwing me into the sea without me knowing how to swim. I was traumatized, but still alive. I guess that is why I know no matter what I do I will survive. Bittersweet.
Where is next on your travel wishlist?
Sardinia for beach cleanup with BASTA CON LA PLASTICA, for Italy’s first ocean awareness week.
If you hadn’t started Natasha Tonić what would you be doing now?
Probably work for 5 Gyres or Tree People or similar environmental organization like that.
What can we expect from Natasha Tonić next?
So much! I am very small self funded company that operates on strong drive to do fashion better and differently. I always think i can do even better and I explore new options that I think would be even more sustainable. Believe it or not I am still only one person behind everything you see including web design, pattern making, designing, production, sales and so much more… What you can expect from me I already have in my mind for a long time. Unfortunately since self funded I have to move slower than my mind moves. If somebody that I respect and has good ethics would invest in my company I think it would really change the way fashion is done. For now, I am very satisfied with what I have achieved because I see people rethinking swimwear industry and even though I am small company people hear me because they are ready for change and to save the world.
Shop now at NATASHATONIC.COM
