How Abigail Edman Built an Eco-Conscious Swimwear Brand from the Ground Up

Growing up by the water, Abigail Edman always felt something was missing in beach fashion: an East Coast vibe. “Nearly every beach brand was influenced by the West Coast,” she says. Determined to fill that gap, she launched The Sundance Company, a sustainable swimwear and apparel brand inspired by coastal living and crafted from recycled materials.

Sustainability drives everything at Sundance. “The earth takes care of us, so in return, I vow to take care of her through my brand,” Edman explains. To minimize waste, Sundance produces small-batch collections, combating overconsumption while promoting conscious consumerism. “We only produce small batches to prevent waste,” she emphasizes. It’s all about quality over quantity.

Edman’s commitment to eco-friendliness extends beyond her designs. She uses recycled materials and prioritizes domestic sourcing. “Start small!” she advises fellow business owners. “Even switching to paper bags from plastic can make a huge difference.”

Of course, launching Sundance didn’t come without challenges. Edman recalls the difficulty of transitioning from a part-time venture to a full-time business. “At a pop-up event, a young woman told me, ‘It’ll happen when it’s meant to.’ Those words carried me through the ups and downs of entrepreneurship,” she reflects.

The local community has played a key role in Sundance’s growth. From coffee shop pop-ups to beach festivals, East Coast beach lovers rallied behind the brand. “Hosting events where everyone’s welcome is what makes Sundance special,” Edman says. “There’s space for everyone.”

As Sundance continues to thrive, exciting collaborations lie ahead. Edman is partnering with the Ocean Recovery Community Alliance (ORCA) to support beach cleanups. “The ocean gives us so much,” she says. “The least we can do is take care of it.” For more information, visit TheSundanceCompany.com.