Canton native launches toxin-free activewear brand
By Guest
Born and raised here in Canton, Nicole (Crowley) Foy founded Silver Sea Apparel in 2023 to help bring toxin-free activewear to women looking for a comfortable, healthy, and sustainable option for their athleisure apparel. After gaining over 10 years of extensive corporate fashion retail experience from Saks Fifth Avenue and Michael Kors in New York City, Foy returned to Massachusetts to settle down.
Her story is one of passion, purpose, and perseverance. As a new mother of adorable twin girls, she is balancing the challenges of being a new mom and growing her business in a competitive space that is ripe for disruption. A former college athlete, she recently ran the Falmouth Road Race not just as a competitor, but as a testament to her undying spirit — a spirit that now breathes life into a brand that stands for more than just comfort. It’s a statement of sustainability and healthy living, a nod to nature, and a salute to the strength of women everywhere.
The Silver Sea Apparel story begins with a struggle to find an adaptable bra that could take Foy from Zoom calls to running errands, entertaining friends, and yoga class along with a recognition that the vast majority of activewear is made from synthetic materials like polyester and nylon. These fabrics are derived from fossil fuels, and the process of manufacturing them involves a significant amount of chemicals and produces high emissions.
The fashion industry has historically been responsible for about 10 percent of overall global emissions. In recent years, there have been innovations in fabric manufacturing that reduce emissions and offer brands the opportunity to make clothing from plant-based materials that are free of many of the toxic chemicals found in traditional synthetic fabrics.
“I am hyper-conscious of the clean beauty movement,” said Foy, “and learning that the materials I was wearing every day were made from these synthetic materials that are derived from petrochemicals and also contain a number of harmful chemicals like BPA, PFAS (also known as ‘forever chemicals’ because of their inability to break down naturally), formaldehyde, and others really bothered me. So, I wanted to create a more sustainable and healthier option. As a small company, we’re a bit more nimble than the larger brands, who have been slow to take advantage of these innovations.”
After many conversations with friends and family, Foy knew the design needed to be incredibly comfortable, fit properly, provide proper support, look and feel feminine, be sustainably made from toxin-free fabric, and help women forget they are a wearing bra.
“I combined these needs with a magical fabric to deliver a sustainable and innovative solution to this problem,” she said. “And that sprung into more styles launching later in 2024. We’re all about testing and constant customer feedback with the intention of providing the highest quality apparel, so the genuine feedback we constantly receive from our community has been invaluable in helping us refine our first products and decide which styles to create next. When we receive positive feedback, it’s super rewarding to hear that women love the products, and it’s also validating to know that it is the result of a passionate community helping drive the direction we’re going.”
The style that started it all is the Lifestyle Sports Bra and it’s crafted from a super soft, plant-based, moisture wicking, hypoallergenic material: TENCEL Lyocell. This buttery soft, barely there feeling fabric ensures that it’s as gentle on your skin as it is on our precious environment. Every stitch is of care and unwavering quality. Foy believes that femininity does not need to be sacrificed at the altar of functionality.
This design that is one and a half years in the making contours gracefully to your form, offering a silhouette that celebrates your womanhood while providing the support and versatility you need to conquer your day. Adjustable straps and a wide band are favorite features of many and allow for customizable comfort. The Lifestyle Sports Bra’s versatile design ensures that you can transition through the activities of your day without the hassle of multiple outfit changes. It’s the companion you need for every moment.
Every piece of activewear that Silver Sea Apparel creates is designed right here in Massachusetts, with production taking place within the USA to guarantee superior craftsmanship. “It’s not just a brand,” said Foy. “We’re a community of women empowering women.”
In a world where awareness is rising, Silver Sea Apparel stands tall as a beacon of change and constant innovation. Their toxin-free activewear resonates with women who are educated on the harmful chemicals that lurk in popular brands — women who demand better for themselves and for the planet. Silver Sea Apparel’s toxin-free activewear is not just a piece of clothing; it’s a symbol of your dynamic lifestyle, made to move with you, breathe with you, and be a part of you.
Check out our hometown founder’s brand and styles at silverseaapparel.com and on Instagram @silverseaapparel.
Short URL: https://www.thecantoncitizen.com/?p=126748
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