The surfer lifestyle appeals to many – days spent getting fit riding waves, BBQs on the beach and long nights spent in front of camp fires. And it’s not only the lifestyle, but the look too.
There’s something about that laid-back, beachy style that has inspired countless designers. It’s cool, it’s casual, and most importantly, it never looks like you’re trying too hard. And, for Mary-Clare Dickie founder of North Berwick-based Lovesurf, it was her love of the sea and this laid back aesthetic which inspired her clothing brand. Mary-Clare who studied for a degree in fashion design and business worked for Swedish giant H&M for ten years before the birth of her first daughter.
In 2018 she took over North Berwick-based clothing business Madsurf. Predominately aimed at children and encouraging them to be active through fun, custom-printed merchandise, Mary-Clare saw an opportunity to create another brand offering surf-inspired clothing for adults as well as children. And in 2019 Lovesurf was born, selling good-quality, earth-conscious clothing, including; hoodies, sweatshirts, t-shirts, vests, t-shirt dresses, denim shirts and bags for both adults and children.
The COVID pandemic has not only changed the way we dress, but it’s also changed the way we shop. More and more of us are alert to how businesses are treating their workers and the planet, and we’re looking to support companies which play their part in improving the world. There’s more to Lovesurf than their – very credible – eco-consciousness. All their garments are made from sustainable and earth-friendly materials such as; organic cotton, recycled cotton and polyester from ethical companies, meaning companies who care about their employees and the environment. What’s more, since their launch, Lovesurf have supported the charity Reverse Rett who are dedicated to changing the lives of children and adults with Rett Syndrome, a post-natal neurological disorder resulting in multiple disabilities and medical complexities for life. Mary-Clare explains how she became involved; “My friend Catherine has fund raised for Reverse Rett with ‘Hope for Eliza’ events since her daughter’s diagnosis. We decided to produce a range of sweatshirts with a slogan that tied in with the family’s hope for a cure and Eliza’s strength. ‘Hope is my superpower’ seemed the perfect fit, and for every t-shirt or sweatshirt sold, £5 goes to Reverse Rett.”
And channelling their own laid back vibe, Lovesurf pop up each summer from May to September in one of the very cool beach huts on North Berwick’s harbour. If you can’t wait until summer you can buy online, or drop Mary-Clare a message. So whether it’s a beachy hoodie you’re anticipating throwing over a bikini or you’re needing a well-made tee to wear with your jeans and a chic blazer, these gorgeous, simple and well-crafted pieces from Lovesurf will be a staple in your summer wardrobe.