Ruby Moon


The Modest Collection


Socially conscious active and swimwear brand Ruby Moon releases ‘The Modest Collection’ to celebrate all women, everywhere.
The mission behind RubyMoon is to make high quality, affordable products that are ethical and sustainable and empower women across the globe. Their designs are vibrant and full of life, using bold colour and fluid prints. The designer reflects all these attributes in their Modest Collection. Made up of long sleeve modest tops, leggings, shorts, sports bras, crop tops and surf tops; there is something for everyone in this collection. Each piece has been optimised for wear during both exercise and water-sports, enhancing a unique freedom for the wearer.

During this summer’s news of the burkini ban in France; RubyMoon were supporters of the #wear whatyouwant hashtag that flooded social media and standing proud, displaying banners on the front of Brighton beach. Not only accommodating Islamic fashion, RubyMoon’s Modest Collection celebrates a full spectrum of diversity, providing a choice for each women to ‘wear what they want!’

Made with care, Ruby Moon uses ECONYL – a sustainable material made from recycled fishing nets and other waste materials. Their swimwear has been validated to produce 42% less emissions compared to other high-street swimwear. AND what’s more, 100% net profits are lent out as small loans to empower women entrepreneurs! So far, Ruby Moon have made 170 loans; empowering families, communities, and women in 12 different nations – a change that will last for generations.

The Modest Collection is made up of four ‘exotically spirited’ prints, as well as using four block colours to deliver a punchy and dynamic active and swimwear collection. Ruby Moon has successfully delivered a marvelous product, accessible to each one of us, and helping us to play our part in bringing positive change.

Partner with Healthy Seas

We are delighted to become a partner with Heathy Seas 🐋They recover fishing nets from the sea and regenerate it into high-qualty ECONYL® yarn, which is turned into our Gym to Swim range and every purchase you make we give 1% to Healthy Seas. In 2013, 2014 and 2015 they have recovered and recycled 160 tons of nets from various countries in Europe.

Check out the link for more information:

Going Live! RubyMoon at Islam TV

islam-tvOn Tuesday 4th October I was given an amazing opportunity to visit Islam TV, along with the founder of RubyMoon Swimwear, Jo. Here’s a record of what happened:

As a recent graduate I understand the ups and downs that every graduate goes through when finishing university – and suddenly thinking…well, what’s next? It feels almost like a fight for survival, as you compete against all the other graduates some of whom have got better experience, or even a “better” degree.

cameraI had tried and tried and failed continuously, to get someone to trust in me and believe in me enough just to give me a chance to intern for them. It was frustrating! I knew what I wanted; you dream big, thinking there’s a whole world out there just waiting for you. My degree in film had locked in my passion and desire to create subject matter that would appeal to people- which is why I decided marketing and advertising was the route for me.

Fortunately, I was lucky enough to stumble across an internship offer for RubyMoon, to help promote their swimwear range. I had been rejected so many times I just had learnt to accept that that was what always would happen but on this occasion, within a few days Jo, the founder of RubyMoon invited me down to Brighton to meet her and discuss what sort of things I could do to help promote the brand.

She described to me her brand message and her new collection which featured swimwear that were beautifully shaped and designed, but also the modest burkini collection.

Jo-Anne Godden (Founder of RubyMoon)

Jo-Anne Godden (Founder of RubyMoon)

This immediately drew me in even more, as she explained the ethos of the brand was about empowering women to become entrepreneurs whilst reusing materials that can help reduce pollution in our beautiful, yet contaminated oceans. You could see her excitement for the brand and everything it stood for was evident.

Additionally, she understood me as a young professional, trying to learn as much as I could to kick start a career, which is why she invited me to come along with her for an interview that she was giving on Islam TV for a live show called Living the Life. I had never heard of the channel before but of course I said agreed. It was a fantastic opportunity to see what a TV studio was like as well as how to promote a brand. In my naivety, that was all I thought about.

In the interim, a couple weeks passed and I really started to understand more about the heart of RubyMoon, I understood more of the extent of pollution within our communities and why sustainable fashion was important. Like everyone else, I understand it’s importance but did not comprehend the value of spending your money to make change. As I was learning more the date had finally arrived for our visit to Islam TV, I couldn’t help but feel excitement as I got on the train to Liverpool Street to meet a very nervous Jo. As me, Jo and photographer , Jean-Luc Brouard. entered the studio there was a calm aura in the room, as employees said their evening prayer and prepared for the live show. Initially I felt slightly uncomfortable, I didn’t want them to think I was in the way or a nuisance, when in actual fact they couldn’t have been any more inviting. As crew-members prepared all the guests with their microphones they invited me in to the production room where I studied all the various control panels and individuals duties.

All of a sudden,“10 seconds everybody!” came out of nowhere and I wondered how Jo was feeling as these white lights glared down on her.

Even though it was Jo’s fist ever television interview and to further the anxiety, it being a live show, she couldn’t have explained RubyMoon ethos any better. She made it clear that her brand is vegan friendly; the materials used for each individual item are used with a positive attitude and to help the environment and nature. However, the designs themselves are more than that. The burkini sets, part of the modest range, gives women from different cultures the ability to enjoy the beach or gym just as much as any other woman, helping promote strong women around the world, whilst the brand gives back to these women.

Jo really conveyed the true honesty of the brand, and it was really nice to think I was part of a business who was so transparent. They believe every person should have an opportunity and you could see the interviewers face light up with excitement as they saw the images of the beautiful burkini ranges.

The value of being able to work for a brand that isn’t about profits and making as much profit as possible, but that improves the product for the consumer and for the communities, particularly ones overseas is a real diamond in the rough.

By Hannah McCartney

Ruby Moon proud to be a winner !!!!!

Such a proud and exciting moment for me to win the P.E.A awards last week in the Fashion category, it has been a lot of hard work but I’m so happy that it had paid off !!! Thank you P.E.A for my award 😊

We were announced the winner by the P.E.A event at Brighton i360 tower, they are the  UK’s leading sustainability awards, celebrating the achievements of the individuals and businesses that are making our planet a better place to live. The event was also a great opportunity for guests to network and enjoy the fabulous entertainment whilst dining on mouthwatering vegan food as well as organic Gin from Juniper Green! The host of the evening was TV presenter Oliver Heath and there was a guest appearance by Caroline Lucas, MP Brighton Pavilion.

Check out the link for more information:


The Wood Wide Web



(c) Jean-Luc-Brouard

I found the new book ‘The Hidden Life of Trees’ to be an interesting read – it includes ideas which many would be skeptical of. It describes how trees communicate with each other to warn of threats. So how is it possible for trees to communicate because we do not ‘hear’ them in a conventional sense. When we think about communication we automatically assume that sound and language are the only means of sharing information. However, “The Hidden Life of Trees” soon makes it apparent that there are in fact many other forms of communication including some that trees utilize.

How do trees communicate? Trees have social networks where they can communicate and support one another using their roots. The roots for a brain-like structure and send electrical and chemical signals to each other. They can carry information but frequently, the roots do not reach all the way through the ground and therefore, they use Internet like fungal network to send information further.

So fungi connects to the roots of many individual trees and it acts like a super highway information transmitter, sending information backwards and forwards about the latest news such as drought. However, this is not the only way they can communicate. They can also use their sense of smell and taste! When an insect feeds on the leaf of the tree, the tree can detect the saliva of the insect and then release chemical signals to attract predators that feed on that particular insect.

Trees also use their sense of smell is by sending chemical information (Ethylene) into the air warning their neighbours of an insect attack. The trees therefore produce a toxic chemical that spreads through their leaves, making the leaf taste unpleasant to the insect which causes them to move on. Trees need to care for one another to create the safety that a forest provides.

Mutually beneficial relationship. Plants and fungi are engaged in a mutually beneficial symbiotic relationship, this means they depend on each other to be able to develop and survive. Essentially, the fungi not only provide a super highway communication for trees but they also provide an increase in nutrients and water absorption capabilities for trees. This is only possible because the composition of fungi called hyphae ( a network of fine filaments). Fungi are able to reach the nutrients and water that the tree cannot and in return the tree provides the fungi with carbohydrates and sugar from photosynthesis.

Summary. The book shows us that trees do in fact do communicate in their own way. However, it raises more questions to whether trees might even be able to ‘feel’ at a higher level than we can yet prove. Hopefully, some further research
will enlighten us, but for now, we know that trees communicate through a network of roots & fungi almost like the World Wide Web.


Wohlleben, Peter. Hidden Life of Trees: What They Feel, How They Communicate – Discoveries from a Secret World. S.l.: Black, 2016. Print.
Fleming, Mic. “Plants Talk to Each Other Using an Internet of Fungus.” BBC Earth. BBC, 11 Nov. 2014. Web. 4 Oct. 2016.

“Relationships between Plants and Fungi.” Intimate Relationships,

P.E.A Awards

Delighted that we have been shortlisted as a winner in the fashion category by the P.E.A (People. Environment. Achievement) P.E.A Awards is the UK’s leading sustainability awards, celebrating the achievement of the individual and businesses that are making our planet greener, by taking matters into their own hands and delivering sustainable alternatives to business. The winners will be announced at a glamorous green carpet event on 7th October at Brighton’s brand new i360 tower. http://www.peaawards.compea-sortlist-2016

Burquini’s To Go!

Screen Shot 2016-08-24 at 14.25.24

Screen Shot 2016-08-24 at 14.25.41A lot has been said over the last couple of weeks about many French towns banning modest swimwear from their beaches – but the truth of the matter is that no-one has the right to tell anyone else what to wear on the beach! Unfortunately the whole thing reeks of white male supremist behaviour!

The Burquini was designed so that women can be more active in the water and it’s perfect for that whatever your faith.

Here are some of our modest pieces, please let us know what you think? We just these released to the market- and 100% of the profit is donated to women entrepreneurs Sharia micro finance in Pakistan & Palestine.


RubyMoon’s Feature on the Guardian Online!

684 01 RUBY MOON Photo Credit David Churchill-min

Today RubyMoon was featured on the Guardian’s Sustainable Business section of their website!  The page we are featured on uses a photo gallery to profile 8 different surf brands, including us, that are finding ways to regenerate and repurpose ocean waste to make products.  We are featured as a result of our using ECONYL® regenerated yarn in our products, which is made from lost or abandoned fishing nets collected from the sea bed, and spun into new fabric to make the beautiful RubyMoon swim and active wear products.  Follow this link to see the feature for yourself, if you haven’t already!

RUBYMOON x SPORTIV’ @ Mode City Lyon – An Insight

As you are probably well aware of, if you follow us on Twitter, Instagram or Facebook, we have been preparing tirelessly for Mode City Lyon for weeks (and weeks, and weeks!) now.  Mode City is one of the biggest lingerie and swimwear trade shows in the world, and is taking place this week between Friday and Sunday at the Eurexpo exhibition centre in Lyon, France.



This year is set to be a particularly exciting one, too.  Not only is it the first year that RubyMoon will be exhibiting, but also the first year that the show will include a women’s active wear event – this has been called ‘ Sportiv’ ’.  Sportiv’ will include both a conference program and a concept store, which brings together a selection of cutting-edge and inspiring active wear brands in a space dedicated to taking a 100% feminine look at sports.  The store has been set up to showcase a selection of the best that the fitness wear sector has to offer in terms of clothing that combine chic, eye-catching aesthetics with high-performing technical qualities.  And, as you will also know if you follow us on social media, we have recently released some very exciting news – RubyMoon is one of the exclusively selected brands that is going to be featured within the Sportiv’ concept store!



The store has been introduced as a way to help meet the growing demand for women’s active wear, that has come as a result of an increased interest among women in sports and exercise.  In France particularly (a country which boasts the second largest market for women’s active wear in Europe), the popularity of ‘wellbeing sports’ has soared, and there are now 8.5 million runners and a 32% rise in the past two years in women runners in France alone.  Interestingly, a survey conducted by the FIFAS in September 2015 also reveals that 29% of French women runners are motivated by aesthetics (their physical appearance), and 46% are also eager for advice on active wear and wellbeing sports, especially from stores’ salespeople.


Screenshot 2016-07-05 15.58.47


This is important because it presents a new challenge to existing sportswear brands; they must begin to be fashion, as well as sports-led.  The Sportiv’ event will also include in-depth conferences featuring presentations by and discussions between activewear sector experts, to help brands to understand how to best cater for women in the wake of this new social trend.  RubyMoon is proud to be a brand that is also led by not just by elegant aesthetics and high performance functionality, but by beautifully human ethics, too. The profits from our gorgeous, high-quality swim and active wear are all invested to provide loans to female entrepreneurs in developing countries such as Bangladesh, Pakistan, Zimbabwe and Ecuador. The loans provide these women with a means to develop their own businesses, increase their income, and consequently improve aspects such as them and their families’ health, nutrition, education etc., gradually and sustainably lifting them out of poverty.


lwc pic


Obviously we are a little biased, but we do think this makes us truly unique… And, we’re even kind to the environment too, as we use ECONYL® regenerated yarn in the fabric we make our garments with. ECONYL® is a special type of nylon that is made from fishing nets that would otherwise pollute the sea bed and its ecosystems. Plus, combined with LYCRA® XTRA LIFE™, it makes for a really durable fabric, producing long-lasting, high quality and eco-conscious swim and sportswear! We can’t wait to spread the RubyMoon love as part of Sportiv’ as well as at our own F70 stand within the main exhibition. See you there!

Shopping for Good: The Sustainable Development Goals and You

UN Sustainable Development Goals

Have you heard of the Sustainable Development Goals? Chances are, no, because neither had I, until I started working as a summer marketing intern for RubyMoon.

This is probably because our every day lives are saturated with the immediacy of buy now, think later, and very often sustainability is neither at the forefront of production lines nor consumption choices. Fashion, food, technology – it’s all getting faster, leaving us with increasingly less time to consider how it may have arrived in this shop, on that plate or in our hand and what actually goes into making it. The fashion industry is now the second largest polluter in the world, second only to that of oil, and its environmental impact is more than a little frightening.

The Sustainable Development Goals are a new and universal list of 17 goals that want to slow the pace of this whirlwind consumer culture, instead redrawing the focus to spotlight the potential for the more wholesome and equal existence of a global society. These goals hold huge promise for good, especially within the fashion industry, and were set at the UN Sustainable Development Summit in late 2015, to be used by member states to frame their policies and agendas over the next 15 years. Some of the goals include ending poverty and hunger, and ensuring the health and well-being of all, reducing inequalities within and among countries, achieving gender equality, and ensuring sustainable consumption and production patterns that favour the wellbeing of all humans and ecosystems. At a simple level, these goals want to make humans, their societies, and their environments happier, helping them to live more equal and self-sufficient existences.


What is surprising is how quickly these goals are able to move from an abstract to a concrete level, through only a little bit of research and making small changes to shop a little more sustainably – something I have only realised since beginning my work with RubyMoon. On a grand scale, ideas such as – to take the first goal of the seventeen – to ‘end poverty in all its forms everywhere’ may seem a little daunting at best. However, in my short time so far working for the company, I have realised that it is in the many small steps towards this larger end goal that progress is made. At the centre of RubyMoon comes the idea of female empowerment; the 5th SDG, which wants to ‘achieve gender equality and empower all women and girls’. This goal is particularly important because it is women who are so often in charge of household spending, and furthermore, as RubyMoon’s own director Jo Godden identifies, it is women who are most likely to then spend that income on improvements in the health, nutrition and education of the whole family, but particularly children. In this respect, the empowerment of women organically contributes to the ending of poverty and hunger, improved nutrition, health and wellbeing, and the education of all ages from the individual outwards – the first four SDGs.


RubyMoon is a unique business that is able to help to achieve this because all profits from the sale of its garments are invested to provide small loans to women in developing countries. These loans, which can be from as little as £15, enable women to develop and stabilise their own occupations and businesses, providing them with a reliable means to securing their own income. As opposed to charity, micro finance (the umbrella term for the lending of small amounts of money to entrepreneurs and businesses in the developing world) then enables women and their families to become more self-sufficient and empowered in lifting themselves slowly but surely out of poverty. And it does not end there. Once the loans are repaid, all monies are reinvested into RubyMoon, expanding the company’s range, to reach a wider market and hence give out more loans. The company’s own goal of supporting and improving the lives of 36,000 women by 2025 then becomes one contributive piece in the puzzle for a better global future.

At a corporate level, RubyMoon and other similarly ethical, eco-friendly companies are beginning to implement a new and positive dynamic within the fashion industry, fulfilling many of the SDGs along the way. And at an individual level, these companies empower us, too. In being given choice, we are also given the power to make a difference. As environmental consciousness has become more embedded in our everyday lives, measures such as turning off lights, recycling or reducing food waste have become habitual. So why shouldn’t we also be able to make a difference through our choices as consumers? The good news is, we can. Instead of buying a bikini from a high street store that will last the two week beach break in Turkey but then begin to sag a bit on the bum, lose its elasticity around the neck, or discolour from the sea and the sand, the ethical options provided by sustainable fashion companies such as RubyMoon are intended to last much longer (5 times longer, to be precise). Sustainable fashion is designed specifically to give you far more wear for your money (and far less frustration as you won’t feel like you have to buy a new bikini every year).

SDGs blog

This is because one hugely important factor in making fashion more eco-friendly is reducing the amount of waste that is produced by individuals as well as companies themselves. According to the Waste & Resources Action Programme (WRAP), prolonging the life of our clothes is the single biggest thing that can be done to reduce the negative environmental impact of the clothing industry, and extending the active life of our clothes by just 9 months would reduce water, carbon and waste footprints by 20-30% each. This statistic is shocking because it proves that if we were all to shop a little smarter, we could radically change the way that the fashion industry impacts on the environment, saving ourselves money at the same time. So, all in all, it’s a win-win situation. Through shopping ‘for good’, and supporting more ethical and sustainable brands like RubyMoon, we can not only continue to do our bit for the environment – whilst at the same time even offering a leg up to families in developing countries – but we even get a better deal in terms of design and durability, with products lasting far better in the long run. With a little bit of research, shopping sustainably becomes a small and easy, but incredibly rewarding step that we can all make towards a greener, brighter future.

SDGs images sourced from: