An Interview With the Founders of Cape Cove

BY Natasha Bailey ON 28 April, 2025

We had the pleasure of sitting down with the founders of Cape Cove, a brand that blends sustainability, community, and style. With roots in the fashion and beauty industries, these visionary women created Cape Cove to offer more than just clothing, they’ve built a lifestyle brand devoted to slow fashion, conscious living, and connecting with nature. Here's what they had to share with us about their journey, values, and vision for the future.

1. What inspired you to start Cape Cove, and how did the idea come to life?

Having spent over two decades in the fashion and beauty industries, as female founders we felt passionate about creating something that resonated with our personal values. Our vision for Cape Cove to be a brand that not only offers beautiful, functional clothing but also fosters a community of like-minded women. We want to take what we have learnt from our experience in the fashion industry and do it better. Emphasising valued relationships, a slower form of fashion, and styles that inspire women to be active, enjoy nature, and feel good. 

2. What was the initial vision for the brand, and how has it evolved over the years?

Our initial vision for Cape Cove was to build a premium international brand that enables women who adore water and wellness to flourish as a community. Aiming to offer sustainable, feminine, and elevated pieces that connect with their lifestyle and beliefs. Over time, this vision has deepened, becoming more committed to sustainability. Additionally, expanding community initiatives, hosting workshops, pop-ups, wild swim meet-ups, and curated retreats.

3. How do you ensure that the brand stays innovative and relevant in a fast-paced fashion industry?

Cape Cove’s innovation and relevance stems from staying true to our core values while remaining responsive to their community's needs. We focus on slow fashion, carefully considering all aspects of the supply chain. By prioritising quality over quantity and timeless designs over fleeting trends, they create pieces that endure. 

4. How would you describe typical Cape Cove style?

Cape Cove embodies relaxed, throw-on pieces designed for women leading an active, outdoor lifestyle. Blending functionality with femininity, incorporating exclusive joyful prints and colours inspired by nature. 

5. How does nature inspire you?

Nature is at the heart of everything we do at Cape Cove. Beyond aesthetics, nature influences their commitment to sustainability. We believe that the joy and freedom we feel today shouldn’t compromise the joy and freedom we can all feel tomorrow. 

6. As a certified B-Corp, how does sustainability play into Cape Cove’s vision?

Achieving B Corp Certification demonstrates our commitment to high standards of social and environmental performance, transparency, and accountability. Ensuring financial rewards are fairly distributed, and becoming a regenerative business that gives back more than it takes. Our practices include using responsible materials, minimising waste by repurposing fabric scraps, donating unsold stock to charities, and encouraging mindful consumption. 

7. What has been the most rewarding part of your journey with Cape Cove so far?

Building a community of like-minded women who share a passion for the outdoors and sustainability has been incredibly rewarding for Cape Coves founders. Achieving B Corp Certification was also a significant milestone and helped establish our commitment towards efforts to create a business that benefits both people and the planet. 

8. What are your plans for the future of Cape Cove?

We aim to continue growing our community, offering more events and experiences that bring women together in nature. Through expanding our product range with innovative at our core, with considered and sustainable designs remaining a priority. Ultimately, Cape Cove aspires to inspire more women to embrace a wilder way of living, fostering a sisterhood that treasures the natural world and each other.