From Deep Sea Diving to Sustainable Fashion: Kate McDonell's Journey with L.A. Rush

Kate McDonell’s journey from the depths of the ocean to the forefront of sustainable fashion is nothing short of inspiring. As a passionate scuba diver, Kate has explored some of the most breathtaking underwater environments across the globe.

Yet, it was her deep connection with the ocean—and the alarming environmental damage she witnessed—that sparked her mission to make a difference. In 2016, she founded L.A. Rush, a sustainable swimwear brand that reflects her commitment to ocean conservation. Using regenerated materials like ECONYL® from discarded fishing nets and plastic waste, Kate is not only creating stylish swimwear but also actively contributing to cleaning up the oceans she loves.

In this interview, Kate shares how her underwater adventures shaped her vision for the brand, the challenges she faced in growing a sustainable business, and her hopes for the future of fashion. Join us as we dive into her remarkable story.

Nicolle: What inspired you to transition from being a scuba diver to launching a sustainable swimwear brand, and how did your experiences underwater influence your business vision? 

Kate: My passion for the ocean and scuba diving has been a driving force in my life. I've been fortunate enough to dive in some of the most beautiful places on Earth, from the Red Sea in Egypt to the Caribbean. These underwater experiences opened my eyes to the growing environmental issues, particularly ocean pollution and plastic waste. I realized I wanted to make a difference, not only through personal advocacy but by creating a brand that could contribute to the solution. L.A. Rush was born out of this desire—to blend my love for the ocean with a commitment to sustainability, creating swimwear that helps clean up the very oceans I love.

Nicolle: Can you tell us more about your journey with The Prince’s Trust? How did their backing contribute to the growth and development of your company?

Kate: My experience with The Prince’s Trust was instrumental in turning my vision for L.A. Rush into reality. When I was starting, they provided me with mentorship and financial support, which helped me build the foundation of my business. Being a part of their program allowed me to refine my business model and gave me the confidence to pursue my goals on a larger scale. The backing from such a respected organization also opened doors for me, helping to legitimize the brand and attract attention from eco-conscious consumers.

Nicolle: Your swimwear is made from regenerated nylon sourced from the ocean. Can you elaborate on the process of how these materials are collected and transformed into high-quality fabric for your products?

Kate: Our swimwear is crafted from ECONYL®, a regenerated nylon made from waste materials such as discarded fishing nets, fabric scraps, and other plastic debris found in the ocean. This innovative material undergoes a chemical process that breaks down the waste into its original components, allowing it to be transformed into high-quality nylon that performs just like virgin nylon but with a much lower environmental footprint. 

Nicolle: Since starting your company in 2016 and officially launching in 2019, what have been some of the biggest challenges and milestones you've faced in growing a sustainable fashion brand?

Kate: There have been numerous challenges from the beginning, particularly starting a fashion brand without a background in business or fashion. This made the process both expensive and difficult, as I had to outsource various design elements like pattern cutting. Today, one of our biggest challenges is standing out in an oversaturated market, where even high-street brands have adopted sustainable fabrics.

When we started, only a few brands were doing this, but now it’s a mass market. We’re actively working on defining a stronger USP and are focusing on creating well-fitted pieces, with an inclusive size range and signature timeless designs. Innovation is key for us, especially in fabric choices. Next year, we’re launching a new swimsuit made from a sustainable crinkle fabric, which is ‘unisize’, and I’m really excited to kick off this new direction. 

Nicolle: As an advocate for ocean conservation, how do you see your business contributing to larger environmental efforts, and what do you hope to achieve in the future with your sustainable swimwear line?

Kate: Our brand plays a role in raising awareness about ocean pollution and promoting sustainable practices within the fashion industry. By using regenerated nylon, we’re not just reducing waste but actively helping to clean up the oceans. Our partnership with Healthy Seas allows us to directly support marine conservation, as we donate a percentage of our profits to their efforts. In the future, I hope to expand L.A. Rush’s reach, influencing other fashion brands to adopt sustainable practices. Ultimately, I want to create a community of ocean lovers who feel empowered to make a positive impact through their purchasing choices.

Nicolle: How do you ensure that your swimwear remains stylish and functional while staying true to your sustainability goals? What role does design play in balancing these aspects?

Kate: We are transitioning towards creating well-structured, long-lasting swimwear that focuses on timeless styles rather than trends, ensuring our designs remain relevant and functional for years to come. Sustainability remains at the core of our brand, and once we've established our collection of staple pieces, we'll explore innovative, eco-friendly fabrics that continue to align with our commitment to responsible fashion. By prioritizing durability and ethical production, we ensure that our swimwear is not only stylish and functional but also a conscious choice for our customers. 

Nicolle: What advice would you give to aspiring entrepreneurs who are passionate about sustainability but may face challenges in starting and scaling an eco-friendly business?

Kate: My advice for aspiring entrepreneurs passionate about sustainability is to start small and scale gradually. Focusing on one or two core products or services that embody your values will help you build a strong foundation without overextending your resources. Prioritise sourcing sustainable materials and finding like-minded suppliers who align with your mission, even if it means facing higher costs initially. Be transparent with your customers about your eco-friendly journey, and embrace any challenges as learning opportunities. Scaling a sustainable business is a long-term commitment, so be patient and stay true to your mission—growing steadily over time will ensure that your impact is lasting and meaningful.

Kate McDonell’s passion for the ocean and commitment to sustainability have shaped L.A. Rush into more than just a swimwear brand—a movement towards a cleaner, more responsible future for fashion. By combining her love for the underwater world with innovative, eco-conscious practices, Kate has created a brand that looks good and does well. As she continues to push the boundaries of sustainable design, her vision for L.A. Rush remains clear: to inspire others to make more conscious choices, one stylish swimsuit at a time. Whether you’re a lover of the ocean or simply passionate about ethical fashion, Kate’s journey serves as a reminder that even small, thoughtful steps can make waves.

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Nicolle Knapova is a little bit of everything. She is a freelance translator, content creator and social media executive for The C Word Mag. She loves indie music and is always browsing through Spotify to find the next amazing artist to obsess over. Her love for storytelling means she’s always writing something and she’s not afraid of any genre. Her biggest dream is to be a published author. If she’s not writing her fan fiction, she’s writing her poetry and sharing it on her Instagram @elisecaverly.