It started in 2020 when Emily wanted to make swimwear designed with the female body in mind.

"With a purpose to create stylish, high-quality & eco-friendly sswimwear for women around the globe. We’re on a mission to prove that sustainability doesn’t compromise ‘sexy’ and we want you to look and feel your absolute best no matter where you are. Because we want Mitra The Label to be more than a company that minimises harm, we also strive to be a force for change."

A little research revealed Emily wasn't alone.