Weird Fish dives into Costa Rican beach clean while shooting new campaign

5 Minute Foundation and Weird Fish team

Tewkesbury-based clothing retailer Weird Fish has been extending its sustainability pledges overseas as its team combined the brand’s latest summer campaign photoshoot with a dedicated beach clean in Costa Rica, in partnership with the 5 Minute Foundation.

The team of seven, including Weird Fish’s models and make-up artist, took part in the clean-up in Santa Teresa, where the latest collection was shot.

Naomi Hedicker, Brand Communications Manager at Weird Fish, said: “Costa Rica is known for its ecotourism and being a global leader in sustainability, so we believed it to be the perfect setting for our latest collection.

“Beaches feature so heavily in our campaign imagery and as part of our commitment to sustainability, we wanted to give something back by helping to clean up the beach we were shooting on.

“The 5 Minute Foundation does fantastic work with businesses and individuals across Costa Rica, so we were delighted to take part in one of their dedicated beach cleans.

“We don’t claim to be 100% sustainable at Weird Fish, but believe we have a responsibility as a business to make changes and contributions to help combat climate change. We know we can make small steps every day towards making the planet healthier, not only at home but also abroad.”

The 5 Minute Foundation was founded by Carolina Sevilla in 2016 after documenting daily beach clean-ups on Instagram which went viral across the world. The non-profit organisation influences people to take part in beach cleans where they live in as little as five minutes, to help save the environment from plastic pollution.

Carolina said: “Most of what we consume ends up in the ocean and it’s killing marine animals around the world. 100,000 animals die every year due to plastic in the ocean. We are drowning in plastic and people need to be aware of this so we can start changing in our households, schools, colleges, and businesses.

“Brands like Weird Fish are genuinely committed to making a difference and appreciate how even the smallest of actions can help our natural environment in the long-term. We’ll only truly make waves if we work together, so I hope more people and businesses will step up and play their part to help us achieve a greener future.”

Weird Fish has made numerous efforts and commitments towards sustainability since introducing its ‘The Only Way Is Ethics’ policy in 2019, including incorporating organic cotton, recycled materials and eco fabrics into product lines.

Weird Fish also partnered with Green Story in 2021, introducing metrics on its website product pages to highlight the environmental impacts of switching from conventional to organic cotton.