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.
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.