A partnership with global impact
In 2020, Women + Waves partnered with H&M to create a sustainable surf and swimwear collection that brought women’s surfing into the global spotlight. Based in Newquay, Cornwall, our surf collective collaborated closely with H&M’s design team to produce a range that was both stylish and functional, made from responsibly sourced materials.
The partnership marked H&M’s first collaboration with a women’s surf society, highlighting the growing presence of women in surfing and the shared values of sustainability, empowerment and adventure that both brands stand for.
About the collaboration
Working together, Women + Waves and H&M designed a collection that reflected the real needs of female surfers. It included swimwear, wetsuits, après-surf wear, and accessories, all created for comfort, performance and coastal living.
The surf-inspired graphics featured across the range were created by illustrator Clara Jonas, a long-time friend and supporter of Women + Waves. Her artwork celebrated the ocean lifestyle and the confidence of women who surf, adding a personal and authentic touch to the global campaign.
The collection launched in June 2020, available in selected H&M stores and online worldwide.
Sustainability at the heart
Both brands share a commitment to reducing environmental impact. The H&M x Women + Waves collection was produced using recycled polyamide, organic cotton and other sustainable fabrics, aligning with H&M’s wider Conscious initiative and our own dedication to protecting the ocean environment that inspires everything we do.
By combining high-street reach with authentic surf culture, the collection introduced sustainable surf fashion to a global audience and demonstrated that environmentally responsible design can still be accessible, practical and stylish.
Celebrating women in surfing
This collaboration was about more than fashion. It celebrated the community of women who surf, the lifestyle they live, and the confidence that comes from spending time in the ocean.
As Women + Waves founder Rachel Murphy explained at the time, the partnership was an opportunity to share the power of surfing with women around the world and to showcase the strength, inclusivity and creativity within the Women + Waves community.
The campaign featured real Women + Waves surfers from Cornwall, photographed in and around Newquay, capturing the energy and authenticity of women who live life by the sea.
The Women + Waves wetsuit collection
The collaboration also introduced the Women + Waves wetsuit range, designed by female surfers for female surfers. Each wetsuit was crafted to balance performance and comfort, using sustainable neoprene alternatives and cuts tailored specifically to the female form.
This range became an important part of the wider mission to make surfing more inclusive and accessible. By combining technical design with the insights of real surfers, it helped set new standards for fit, functionality and environmental awareness in women’s surfwear.
A milestone for women’s surf culture
The Women + Waves x H&M collaboration represented a turning point for women’s surfwear on the global stage. It proved that large-scale partnerships can create genuine, sustainable impact when they are rooted in shared purpose and real experience.
The success of this campaign helped to establish Women + Waves as a recognised authority in women’s surfing and as a trusted partner for brands looking to tell meaningful, authentic stories that resonate with audiences worldwide.
Explore more collaborations
Our partnerships continue to celebrate women, the ocean and sustainability.
Visit our Partnerships & Collaborations page to learn more about how we work with leading brands that share our values.
You can also read more about this collaboration here: Women + Waves x H&M Goes Global
Join the community
From Barbados Surf Retreats to Costa Rica Coaching Holidays, Women + Waves connects women of all levels who share a passion for the ocean.
Stay inspired and never miss an update.
Sign up to our newsletter for surf stories, travel inspiration and exclusive offers at https://mailchi.mp/0d30d0a0bfee/ww-signup.
