BeachCult is the debut swimwear collection from designer and company director Joanna Hedley, who draws inspiration from her travels around the world and from the beauty of South Africa. Known for her signature prints and silhouettes, Hedley is the true living embodiment of her designs. She started the label in 2011, before going to complete an MBA in fashion business at the International Fashion Academy in Paris and Shanghai. The label has a strong focus on eco-friendly luxury, with all products designed and created by hand in Cape Town to the highest level of sustainability, ethics and quality, and is largely defined by the use of local artists and illustrators to create unique art driven prints inspired by South Africa.
Currently sold in South Africa, Mykonos, Buenos Aires, Tulum, Bodrum, Mozambique and Madagascar, the brand maintains an ultra chic following of gypsetters and world travelers who favor these chic locations.