The Birth of Beachwear by Geology

Hello there to everyone ! My name is Joey I'm a geologist based in Sydney, Australia (though I grew up in Laguna Beach, California).

The idea for Beachwear by Geology began in 2023 in the basement of The University of Western Australia Microscopy Lab (pictured above). I was completing my master's thesis by analysing rocks under microscope for relationships and textures that could point towards a deformation history and direction, as well as assist with outlining any geological hazards that could arise from faults.

Each day I'd spend about 12 hours staring down the barrel of the microscope looking for these relationships between the molten grains when I was overcome by how beautiful the specimens I was looking at were. 2.5 million years of history I'm looking at, and it looking right back at me. The first to ever lay eyes on it. So whenever anyone asks why did I become a geologist is for that reason of almost always being the first person to look at a specimen and see part of a whole geological history up close and personal, and be the first person to witness that.

As any great geologist has, we've looked around for geology branded clothing but If I'm being honest I don't think I'd get very far walking around with a "I'm A Geologist, I'm rock hard" t-shirt. That's where 'Beachwear by Geology' was born. I wanted to find a way that could communicate my love for the earth sciences in a way that can be absorbed to the greater public, and not just our little geological community. In Australia, many universities cut their state of the art earth science departments during COVID because they were deemed "too expensive to be maintained" (what a load of bull). Many great lecturers and researchers lost their jobs. So I thought to myself how could I make it so geology is everywhere and people want to know more? Building a beachwear brand is obviously the next step right? I mean in my book it is. So to put it into perspective think of Beachwear by Geology as my love letter to all of my lecturers, supervisors (shoutout Myra), and friends who all share a passion for Geology and who want to see this science thrive.

Love you all and thanks for the support!

Step One - Analysis

Step One - Analysis

Step One in the Beachwear by Geology process is looking at rocks that have been shaved down to 40 microns, so they can be viewed under the microscope in either Plane Polarised Light (meaning no filter applied just plain old light) or Cross Polarised Light where two perpendicular filter are applied revealing a fluoresces of colour. Think of plane polarised light as a cylindrical beam of light, and cross polarised light as an "X" of light. From there I'd take a photo of about 1/80 of the slide and repeat that all over the specimen to which I then stitch the photos together to create the high definition photo ready for printing.

Step Two - Inspire

Step Two - Inspire

Once we have the high definition photo stitched together I can then look at the specimen as a whole rather than looking at 1/80 of it at a time. This is where the fun really starts as I get to see the greater granular relationships and metamorphic textures such as foliation: a repetitive layering found in metamorphic rocks when the rock is hot and sliding over itself. This specific one on the right is amphibolite from Western Australia, the slide that started it all. With the completed picture I take the colours and patterns from it to be the inspiration behind the designs you see today.

Step Three - Create

Step Three - Create

All of our swimwear and polos are made by an amazing boutique clothing manufacture of 13 staff in Indonesia who have been integral in this whole process. Being quite new to the clothing industry they've been very patient with all my hiccups and are always offering help when needed. They are an ethical, registered, and fair-trade–focused company. All of their operations are fully compliant with government regulations, including the provision of health insurance and social security insurance for all employees. Overtime is paid in accordance with the law, and they provide annual leave, maternity leave, and above standard wages. For tailors, they go beyond standard requirements by offering fair piece-rate compensation. They strictly prohibit underage recruitment and uphold responsible working conditions, with working hours limited to 8 hours per day and 40 hours per week. The company is closed on weekends and public holidays. Employee well-being is a core priority. They provide free lunch every Friday, unlimited snacks daily, and promote a healthy lifestyle through regular sports and exercise activities such as futsal, football, badminton, soccer, and cycling twice a week. They also support mothers who are unable to work in an office or factory environment due to family responsibilities. By offering flexible, home-based work opportunities, they enable these women to earn an income while continuing to care for their children. All fabric waste produced is given to cloth collectors to be used in vehicle workshops as rags amongst other uses. Beachwear by Geology is proud to working in partnership with them and look forward to continuing our relationship.

Future background
The Future
Did someone say womenswear?

Frequently Asked Questions

What makes Beachwear by Geology different from other beachwear brands?

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Beachwear by Geology is the only brand on the market made using geology to create beachwear; whether its analysing rocks under microscope for inspiration and prints, to field observations, to going back to basics with sedimentary, metamorphic and igneous rocks. The only brand who you can rely on all things geology is... you guessed it, Beachwear by Geology.

Where is GEOLOGY based?

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Beachwear by Geology is based in Sydney, Australia, where we draw inspiration from our beautiful sandstone cliff faces and ancient geology to create our one-of-a-kind beachwear.

What is the inspiration behind GEOLOGY Beachwear?

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Our designs are inspired by the Earth's ever-changing geological formations, from folded mountain ranges to sandstone cliffs to unique microscopic mineral patterns. Translating earthen beauty into wearable fashion for you.

What materials do you use in your beachwear collections?

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Our beachwear uses sustainable, high-quality Vita PL by Carvico: eco-sustainable polyester techno-fabric with high technical performance.

Made with 100% regenerated polyester thread from pre and post-consumer waste, it is the front runner for sustainable fashion practices.

Does GEOLOGY ship internationally?

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Yes, Beachwear by Geology proudly ships internationally, bringing our Earth-inspired beachwear to customers all around the globe.