Meet the new brand rooted in ethical production and sustainable fabrics
'My dad had a textile factory when I was younger in Iran, so I grew up fascinated by fabrics and clothing. This led me to study fashion design with the dream of one day launching my own brand. Then, a few years ago, I was on the beach and I noticed men are wearing more premium designer swimwear and I saw a gap in the market to create my own line that is well designed with a luxurious feel whilst also having sustainability in mind. ABTANY was born to bring together these two aspects.'
'ABTANY is an abstract word based on an expression coming from Persian language that implies ‘effortless joy’. This meaning sits at the core of our brand as joy often erupts in the most playful and simplest of details. I hand paint the art work inspired by Persian architecture, mosaic and nature from Iran. This swimwear is designed for a modern man who loves to travel and likes to wear a unique swimwear both in the water or to dress it up at the beach restaurant.'
Why it’s so important to consider ethical production and sustainable fabrics?
Considering ethical production and sustainable fabrics is not only morally right but also essential for protecting the environment, promoting social responsibility, and meeting the demands of today's informed consumers. Synthetic fibres are made by humans through chemical synthesis, instead of natural fibers such as cotton. The industry has been using synthetics fabrics to produce swimwear, activewear and so on as they were more suitable for water but ultimately it is very harmful for the environment. Luckily we have no excuse to use the same fibre anymore as there are equivalent options where quality is as good as traditional synthetic fabrics. They are made from wastage such as fishnets from the ocean or post-consumer clothes.
You describe ABTANY as 'men's swimwear through a Persian lens' – what does this mean?
ABTANY draws inspiration from Persian culture and aesthetics. The term "through a Persian lens" means that the designs and motifs used in the swimwear collection are inspired by elements of Persian art, architecture, and culture. This could include patterns inspired by Persian rugs, calligraphy, and traditional tile work, as well as colours and textures that are commonly found in Persian design. By incorporating these elements into the designs of the swimwear, ABTANY creates a unique and culturally rich collection that celebrates Persian heritage while also providing stylish, functional and modern swimwear for men.
Your sustainable ethos includes - chapter, eco-responsible, and uncompromising – can you tell us more?
At its core, our sustainable ethos is focused on minimizing our environmental impact and promoting responsible practices throughout our business operations. Overall, we believe that sustainable business choices are not only good for the planet, but also essential for the long-term success and resilience of our business. By prioritizing sustainability, we are able to create products that are both beautiful and meaningful, while also doing our part to protect the environment for future generations.
The brand is beautiful – from the product design to social and the website… (tell us more)
When it comes to branding, having a cohesive and visually appealing design is crucial for us. It not only attracts new customers but also helps to build trust and loyalty with existing ones. Aesthetically pleasing products can create a strong emotional connection with customers, but functionality is equally important in driving customer satisfaction. By having a well-curated and visually appealing social media profile, we want to keep the audience engaged with our values, aesthetics and the design process.
What’s next for ABTANY?
We're launching our SS2023 collection by the end of April which is inspired by the southern beaches of Iran. We have progressed from using 57% recycled fabrics in our first collection to 100% recycled for the upcoming 2023 collection and will continue to look for more ways to reduce our carbon footprint. Over the next few years, we would love to expand the range of products to resortwear to complement the existing products and I would love to see Abtany expanding our international footprint, either by opening new physical stores or by increasing its online presence in new markets.
Heatwave ready with ABTANY
ABTANY Founder and Designer Sourena Ghaffari talks quality-conscious fashion for his latest men’s swimwear collection.
What sparked the idea for the ABTANY brand and concept?
My dad had a textile factory when I was younger, so I grew up fascinated by fabrics and clothing. This led me to study fashion design with the dream of one day launching my own brand. Then, a few years ago, I was on the beach and I noticed men are wearing more premium designer swimwear and I saw a gap in the market to create my own line that is well designed with a luxurious feel whilst also having sustainability in mind. ABTANY was born to bring together these two aspects.
How would you describe your creative process?
I surround myself with imagery that I love and inspires me - photo books and magazines in architecture, photography and travel. Then I select my favourite images for a mood board and start collaging them. That then feeds into the hand painted artworks that eventually become the abstract prints for ABTANY’s designs.
Can you talk about your goal to design sustainable items without comprising the quality of products?
I think we all want to do our bit for the planet and purchase ethically produced products, but all too often it feels as though you have to make a choice between sustainability and having the best item. There are already sustainable swimwear brands out there, but many of the fabrics are notably poorer quality or have less of a premium feel than their synthetic counter parts. I didn’t want ABTANY’s customers to feel as though they have to make this choice. I collaborated with my supplier in Italy to create a fabric exclusively for ABTANY. Our shorts are made from >50% post-consumer recycled polyester and our briefs from >75% regenerated nylon made from recycled ocean fish nets and plastic. With this approach, we have reduced the use of synthetic polyester to more than half, yet we still have a supremely high-quality feel to the fabrics. We commit to constantly trying ways to continue reducing our carbon footprint.
What was the inspiration for your latest collection?
It was important to me that the brand embody my Persian heritage. The name ABTANY is an abstract word I created from a Persian expression, ‘aab tani‘ meaning playing in water and implies effortless joy. Everything from the hand painted designs on the garments to the brand’s aesthetic takes inspiration from this. This collection is inspired by architectural details from Tehran in the 19th century.
What do you hope people take away from your brand?
ABTANY is here to inspire effortless joy. The joy of travel. The joy of exploring. The joy of feeling free. The joy of simple moments. The joy of confidence and the joy of being yourself. We are a lifestyle brand where fashion, sustainability and luxury come together. We want to create an emotional connection with our customers. First and foremost, I want people to feel confident and free in ABTANY, but they can also give themselves a pat on the back for being eco-conscious.