This Friday Underlines chases away the oncoming winter blues by chatting with Ingemae Kotze, founder of swimwear/beachwear label, Away That Day. The brand was launched in 2019 and was unveiled in Selfridges at the end of October this year. All her products are made with eco-friendly & kinder-to-nature materials in the UK/EU. Her next ambitions include a resortwear line in 2024.
Why swimwear/beachwear?
Growing up in Cape Town with beautiful beaches definitely plays a big role! However I became particularly interested in Swimwear when I was a stylist in London. I got to see how a swimsuit can make someone feel confident or uncomfortable in a split second. When I used swimwear at work, I’d always ask the model how she felt wearing it before using those pieces for a shoot, as I knew if she felt great in it, that feeling would translate into the end result of the photograph / video. It was then that I started drawing my own designs based on the feedback and research from women all over the world.
What’s your brand’s DNA?
Away That Day was established in June 2019. Our brand’s DNA is simple: Stylish, timeless and sustainable. We create premium quality designs that can be worn year after year and that will ultimately always feel ‘on trend’.
What is different about designing swimwear?
The attention to detail. I obsess over the fit of everything we design to ensure it meets our high standards.
Sometimes I’d even ask to increase or reduce a sample measurement by 0.2mm – it’s this level of detail that sets us apart from our competitors. The challenge is creating pieces that not only look and feel good, but also perform well in water. It requires a different approach compared to designing regular clothing.
Where do you get your ideas?
Honestly, everywhere! Whether that be a flower, a friend’s dress or a pantone colour. If I am actively looking for inspiration I will go to Pinterest, Instagram or ask my team what they would love to wear. My investor David Krantz always says to me: ‘if you won’t want to wear this in years to come, it’s not us’, and I love that – It keeps my head on the right track. I am also lucky to work alongside our brilliant Design Director who is just as passionate about the brand as I am. We love drawing inspiration from vintage swimwear designs and putting our own modern twist to it.
A typical week?
My weeks vary depending on my schedule, however a typical week involves waking up at 7am, morning walks, checking my emails before I head into the office, meetings with my team, more emails… Overseeing photoshoots, projects and deadlines. I usually spend my afternoons on approvals and zoom calls with our extended team. I also stay actively involved in the brand’s overall image, promoting Away That Day on Social Media and ensuring our marketing team are clear on what we need to focus on that week.
Who wears your collection?
Anyone who loves to feel confident and stylish! Our ATD girl chooses quality over quantity; Timeless, investment pieces that fit well and will last. We’ve also had celebrities such as Kendal Jenner wear our bikinis.
Describe the essence of your new SS24 collection
Our SS24 collection embraces bold colours, timeless prints and new innovative materials. We’ve created our very own, exclusive textured fabric made with 85% recycled nylon which I am so excited about. The collection features elevated essential pieces for a stylish, sustainable summer wardrobe.
Who do you admire in the swimwear industry?
I will always admire the OG swimwear and beachwear designers. Melissa Odabash, Mara Hoffman, Lisa Marie Fernandez. They are amongst the wonderful brands I looked up to when I first started Away That Day – I find it incredibly inspiring to see how they have evolved and grown over the years and it gives me confidence that we can do the same.
If you could design swimwear for a celebrity, who would it be?
Hailey Bieber. I love her 90’s vibe.
Any other ambitions in design?
To keep innovating. We recently introduced Pyratex ® Active 1 into our range – The fabric is made with OEKO-TEX® certified polyamide and biodegradable fibres. I am really motivated to source new sustainable fabrics that we can create beautiful designs with. The materials we use at the moment are only the beginning. We are also launching our first ever resortwear range for SS24 which incorporates kinder-to-nature, timeless additions you can wear with your Away That Day swimwear.
Proudest moment to date
I always feel proudest when seeing our customers wearing Away That Day, however launching in Selfridges at the end of October 2023 will definitely be a pinch me moment!
Worst move so far?
Not realising the importance of rest! I am so passionate about Away That Day that I could easily stay up all day and night to work on the brand. I’ve had to learn that rest is vital in order to thrive.
Time out?
Coffee dates with friends, running outdoors, gym, visiting my family in Dorset. It’s my happy place!
Pet Hate?
When people are disrespectful to waiters in Restaurants/Bars… No need!
