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Eco-friendly Swimwear

Company profile

Tona, founded by Stylist Tona Stell, is a sustainable swimwear brand that champions all bodies and provides contemporary designs that embrace every shape. The planet is important when creating fashion pieces, so consciously reducing carbon footprint and prioritising the planet is a huge part of our ethos.

At Tona we are driven by a flawless fit and every piece we make is tried and tested on real women and designed to be flattering on every body shape. Unlike the industry standard we create all our samples based on a size 16 and FF cup to make sure our bikinis are made to support every single curve.


Underwired bikini tops range from 32DD to 38G and all other pieces are size UK 8-20. Bottoms include high leg and high waist styles.

We want to offer freedom and versatility, meaning you can mix and match every item depending on your needs. All of the pieces are made from as low impact fabrics as possible. For us sustainability doesn’t stop there, we make sure all our factories are certified.


Founder, Tona Stell is a graduate of fashion design and a freelance stylist, who is currently Senior Style Editor at The Telegraph. Having worked as a stylist for over 8 years she has a unique understanding of the female form and from her own experience realised there was a lack of swimwear that looked modern, while having an exceptional fit for varying shapes and sizes. Tona is her solution.

Tona is a swimwear brand made with all women in mind.


The fashion industry is already wasteful and minimising waste is a really important part of what Tona stands for. Actively minimising carbon footprint, making responsible choices and protecting the planet at all costs is essential.


Tona’s bespoke organic cotton towelling fabric was specifically developed for the brand. Organic cotton farming doesn’t use toxic chemicals, instead it combines tradition and innovation to benefit the environment and promote a good quality of life for everyone involved.

76% Organic Cotton, 17% Polyamide, 7% Elastane, Made in Spain

Lining: 78% recycled polyamide, 22% elastane. Made in Italy


ECONYL® is a regenerated Nylon that turns would-be landfill into fashion and interior solutions. Not only is it super versatile, it’s also breathable and more resistant to chlorine and suntan lotions. The printers used by Tona are also committed to reducing pollution and using sustainable processes.

78% recycled polyamide, 22% elastane, Made in Italy

Lining: 82% Recycled Polyamide, 18% Elastane, Made in Spain. All fabrics are shipped by boat, which considerably reduces greenhouse gas emissions.


Tona use woven labels made from recycled fabrics. Packaging consists of custom made organic cotton towelling bags, which every customer receives with their order. All swimwear is delivered inside a recycled kraft box, which is also sealed with recycled kraft tape. 


United Kingdom