Swimwear designer JOANNA HEDLEY of BeachCult takes us along her journey to refining her brand that has TAKEN THE WORLD BY STORM
Before launching BeachCult, Joanna Hedley studied politics, philosophy and economics at the University of Cape Town, followed by two years of worldwide travelling.
Her idea for BeachCult sparked when she was in Goa, India, where she bought a suitcase full of fabrics and silk kaftans, brought it back to Cape Town and started designing and selling resort wear. It took off immediately.
‘I’m a complete travel addict and I am consumed by wanderlust daily,’ says Joanna. She worked on her resort-wear line for another two years, but was still unsure of the direction her business was headed, which lead her to an MBA in fashion and luxury business. She believes this helped her to refine her brand – although still specialising in swimwear, the focus changed to signature prints designed by artists and illustrators in Cape Town.
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