Looking to roll up their sleeves and see real results, Everything but Water owners Sabra Krock and Randall Blumenthal hired a consulting firm to choose a charity that gave them and their team the opportunity to take action beyond writing a check. The couple settled on the 5 Gyres Institute, a Los Angeles-based nonprofit to end plastic pollution in oceans.
“The ocean is so integral to our lifestyle, and it’s where our customers are spending their time and enjoying what they buy from us,” said Krock of partnering with 5 Gyres and launching the company’s Water Is Everything initiative on World Water Day last year. “It’s also run by a husband and wife who are scrappy and nonbureaucratic like us. We wanted something smaller, meaningful and organic.”
After donating proceeds from select items to 5 Gyres and participating in beach cleanups, Styrofoam bans, school programs and ocean research expeditions throughout the year, Everything but Water is deepening its commitment to the environment on Earth Day, April 22. For the first time, all the windows at its 100 stores will be dressed solely with sustainable swimwear from exclusive capsule collections by PilyQ, Vitamin A and Becca by Rebecca Virtue for a six-week period. Each brand designed five to 10 suits, with 25 percent of proceeds from PilyQ’s color-blocked bandeau bikini, and Becca’s retro bikini with buttons and a hipster bottom being donated to 5 Gyres until they sell out. The same donation from sales of an Omi Beads bracelet is going toward the charity.
They’re also harnessing social media to spread the word with the #trashtag challenge. One enters by posting a plastic cleanup on Instagram and tagging #wateriseverything #everythingbutwater #trashtag@everythingbutwater to win prizes like a two-night stay for two guests at 1 Hotel South Beach and Everything but Water gift cards.
“We’re amplifying 5 Gyres’ message by making it cool through fashion and reaching a different type of person who might not be interested in ocean conservation,” said Krock, who invited the brands taking part in the capsule collections for Earth Day as well as Twine & Twig jewelry to design marine pollution-themed windows at stores in Charlotte, N.C., and three in California including Costa Mesa, Santa Monica and Mission Viejo. “Our goal is to do a little more every year.”