16 Brands Like Shelly Cove for Beachy, Casual Style
You fell in love with a beach brand because it did more than just look good. Maybe you bought a tee with a sea turtle on it, felt the soft cotton against your skin, and then learned that part of your purchase went straight to ocean conservation. That combination of laid-back coastal style and real-world impact is hard to find, but Shelly Cove proved it was possible when the brand launched in 2017 with a commitment to donating 10% of net profits to sea turtle and ocean conservation organizations.
If that mix of beachy comfort and give-back mission speaks to you, we put together a list of brands that share a similar spirit. Some focus on cleaning up our oceans. Others build their entire supply chain around recycled materials pulled from the sea. All of them make clothes you will actually want to wear on a warm day. Here are 11 brands like Shelly Cove worth knowing about.
Faherty
Twin brothers Alex and Mike Faherty started their namesake label in 2013 with a simple idea: make clothes that feel like a day at the beach no matter where you are. The brand's signature pieces include buttery-soft flannels, broken-in tees, and swim trunks that dry fast enough to take you from the waves to lunch without a wardrobe change. What sets Faherty apart from other coastal lifestyle labels is the deep commitment to sustainable materials. Their swim trunks are constructed from recycled plastic bottles, and the brand has continued to expand into regenerative cotton and other low-impact fabrics that support soil health.
Faherty operates with the kind of transparency that feels refreshing in a market full of vague "eco-friendly" claims. They publish details on their fabric sourcing and factory partnerships, and their retail stores in beach towns from Malibu to Nantucket double as community gathering spots. The aesthetic leans more polished than Shelly Cove, with a grown-up surf vibe that works just as well in a coastal office as it does at a bonfire. If you want everyday basics that carry that salt-air feeling year-round while supporting responsible manufacturing, Faherty delivers.
Best for: Anyone who wants elevated coastal basics built on genuinely sustainable materials.
4ocean
Most brands talk about helping the environment. 4ocean actually pulls trash out of the water. Founded in 2017 by Alex Schulze and Andrew Cooper after a trip to Bali revealed beaches buried in plastic waste, the company funds ocean cleanup operations around the world. Their signature product is a bracelet made from recycled ocean plastic and glass, and for every purchase, the company's crews recover trash from oceans and coastlines. That model has expanded into a full collection of apparel, hats, water bottles, and accessories that all carry the same mission-driven DNA.
The clothing line keeps things simple with soft tees, hoodies, and shorts in ocean-inspired palettes of blues, greens, and sandy neutrals. Nothing about the designs screams "activist brand." Instead, you get comfortable, well-made casual pieces that happen to fund tangible environmental work. For Shelly Cove fans who love wearing their values on their sleeve (literally), 4ocean is the closest match in terms of combining laid-back beach style with a conservation mission you can actually track and measure.
Best for: Shoppers who want every purchase to directly fund ocean cleanup efforts.
Ivory Ella
Ivory Ella was born in 2015 when five young entrepreneurs decided to build a clothing brand around a cause they cared about: protecting elephants. The brand donates 10% of net profits to Save the Elephants and other wildlife organizations, a giving model that mirrors exactly what Shelly Cove does for sea turtles. Their product line centers on comfortable, colorful graphic tees, tie-dye sweatshirts, tanks, and accessories featuring their signature elephant logo. The vibe is youthful, optimistic, and unapologetically casual.
What makes Ivory Ella worth a closer look is how naturally it fits into a beach-loving wardrobe. The tie-dye patterns feel right at home on a boardwalk, the oversized hoodies work perfectly as cover-ups after a swim, and the relaxed fits are built for days when you want to be comfortable above everything else. The brand has donated over $2.2 million to conservation since launching. If the "buy a tee, help an animal" model is what drew you to Shelly Cove in the first place, Ivory Ella runs on the same philosophy with a different mascot.
Best for: Fans of cause-driven casual wear who love bold prints and a feel-good purchase.
Outerknown
When the greatest surfer of all time decides to start a clothing brand, you pay attention. Kelly Slater co-founded Outerknown in 2015 after ending a two-decade partnership with Quiksilver, and he built it from the ground up around sustainability. The brand uses organic cotton, recycled polyester, and ECONYL regenerated nylon across its collections of boardshorts, shirts, jackets, and trunks. Every piece is designed to work in and out of the water, with the kind of lived-in softness that makes you forget you are wearing "sustainable fashion."
Outerknown occupies a sweet spot between surf brand and responsible clothing company. Their Blanket Shirt has become something of a cult favorite for its heavyweight flannel feel, while their S.E.A. Jeans (Sustainable Earth Approved) offer a denim option made entirely from organic and recycled materials. The price point runs higher than Shelly Cove, but you are paying for supply chain ethics that have earned Outerknown recognition as one of the most genuinely sustainable brands in the surf industry. For anyone who wants their wardrobe to reflect both a love of the ocean and a commitment to protecting it, this is a strong pick.
Best for: Surf enthusiasts who want premium quality backed by world-class sustainability credentials.
Billabong
Billabong has been part of surf culture since Gordon and Rena Merchant started sewing boardshorts on the Gold Coast of Australia in 1973. Rena's triple-stitching technique gave those early shorts a durability that local surfers noticed immediately, and the brand grew from a kitchen-table operation into one of the most recognized names in action sports. Today, Billabong offers a full range of swimwear, wetsuits, casual clothing, and accessories for both men and women, with prices that keep most pieces accessible.
The style is energetic and youthful compared to Shelly Cove's quieter coastal aesthetic, but the shared DNA is obvious. Both brands are rooted in genuine beach culture rather than trend-chasing. Billabong's women's line has grown significantly in recent years, with bohemian-inspired dresses, rompers, and cover-ups that carry a free-spirited feel. Their surf-performance pieces remain the backbone of the brand, so if your beach days involve actual waves rather than just sunbathing, Billabong's functional design heritage gives it an edge. It is the kind of brand you grow up with and never really outgrow.
Best for: Active beachgoers who want proven surf heritage at accessible prices.
Patagonia
Patagonia has spent decades proving that outdoor gear and environmental activism are not mutually exclusive. The company donates 1% of sales to environmental organizations, has funded over $140 million in grants to grassroots groups, and famously transferred ownership of the entire company to a trust dedicated to fighting climate change. Their swimwear and beach-adjacent clothing reflect this ethos with fabrics made from recycled fishing nets, postconsumer plastic bottles, and fair-trade certified sewing.
Where Shelly Cove channels a relaxed, graphic-tee-and-shorts beach look, Patagonia leans more toward functional performance wear built for people who actually spend time outdoors. Their board shorts are designed for surfing. Their rashguards offer real sun protection. Their one-pieces are built to handle lap swimming as well as lounging. The aesthetic is clean and understated rather than trendy, which means everything tends to age well in your closet. If you want beachwear from a company whose environmental commitments go far beyond marketing slogans, Patagonia is the gold standard.
Best for: Outdoor-minded shoppers who prioritize performance and environmental integrity above all else.
L*Space
Monica Wise launched L*Space in 1999 with a small collection of reversible triangle bikinis, and the brand has spent over two decades becoming one of the most trusted names in California swim. The focus has always been on fit. L*Space uses premium fabrics with enough stretch and recovery to hold their shape through long beach days, salt water, and countless washes. Their bikinis and one-pieces are known for a flattering, minimalist design language that avoids gimmicks in favor of getting the basics exactly right.
The L*Space aesthetic is more polished than Shelly Cove's casual graphic-driven look, but the underlying beach-girl spirit is the same. You will find clean lines, warm neutral tones alongside seasonal prints, and silhouettes that transition from the sand to a seaside restaurant without missing a beat. The brand has also expanded into resort wear with cover-ups, dresses, and separates that carry the same laid-back California energy. For anyone building a swim collection around quality pieces they will reach for summer after summer, L*Space is a reliable choice that rarely disappoints.
Best for: Women looking for flattering, high-quality swimwear with timeless California style.
Vitamin A
Vitamin A founder Amahlia Stevens cut her teeth as a designer at Patagonia under Yvon Chouinard before launching her own label in 2000. That background shows in everything the brand does. Vitamin A pioneered EcoLux, the first luxury swim fabric made from recycled nylon fibers, and the brand continues to push the boundaries of what sustainable swimwear can look and feel like. The result is swimsuits that are genuinely soft against the skin, hold their color through heavy wear, and carry a refined minimalism that feels both modern and timeless.
The design philosophy here is about restraint. Clean cuts, thoughtful construction, and a color palette that favors earthy tones alongside bold seasonal shades. Vitamin A sits at a higher price point than Shelly Cove, but the investment reflects both the quality of the materials and the brand's genuine sustainability commitments. Every collection addresses water usage, chemical impact, and end-of-life recyclability in a way that goes well beyond surface-level greenwashing. If you are ready to invest in swimwear that is as good for the ocean as it is on your body, Vitamin A has been leading that charge for over two decades.
Best for: Eco-conscious shoppers ready to invest in luxury sustainable swimwear.
Summersalt
Summersalt launched in 2017 with a data-driven approach to swimwear that sounded unusual at the time but made perfect sense once you tried the product. Co-founders Lori Coulter and Reshma Chattaram Chamberlin used over 1.5 million body measurements from more than 10,000 women to engineer fits that actually work across a wide range of body types. The result is a size-inclusive line running from 0 to 24, with swimsuits that offer genuine support without sacrificing comfort or style.
The brand's look is playful and modern, with bold colorways, color-blocking, and cheerful prints that pop against sand and water. Their Sidestroke one-piece became an Instagram sensation for good reason: it is genuinely flattering on a wide range of figures. Beyond swim, Summersalt has expanded into travel-friendly clothing and loungewear that carries the same focus on comfort and inclusivity. Compared to Shelly Cove's graphic-heavy casual wear, Summersalt brings a more streamlined aesthetic, but both brands share a belief that feeling good in what you wear matters as much as how it looks.
Best for: Swimmers of all sizes who want data-backed fits in vibrant, body-positive designs.
Roxy
Roxy has been the women's side of the Quiksilver family since 1990, and it has spent over three decades building a brand around women who love the water. The product range covers everything from bikinis and wetsuits to boardshorts, rashguards, dresses, and snow gear. Prices stay accessible, with most swimwear falling in a range that will not make you wince. The design language borrows from surf culture, tropical prints, and a youthful bohemian energy that keeps things feeling fresh without trying too hard.
Where Shelly Cove keeps things mellow with soft graphics and coastal-inspired basics, Roxy brings more athletic energy to the mix. Their swimwear is built for people who actually paddle out, with secure fits, quick-dry fabrics, and construction that holds up to salt water and sunscreen. But the lifestyle pieces work just as well for beach town wandering and weekend errands. If you have fond memories of Roxy stickers on your surfboard or school binder, you will be glad to know the brand has matured without losing its core identity as a label for women who live near the water.
Best for: Active women who want surf-tested swimwear and casual clothing at friendly prices.
Maaji
Born in Colombia, Maaji has been making waves with its reversible swimwear since the early 2000s. The brand's signature move is giving you two looks in one piece by printing a different design on each side of every bikini top and bottom. That means you can mix and match across multiple suits to create combinations that feel uniquely yours. The prints draw heavily from tropical motifs, bold color palettes, and a joyful energy that reflects the brand's South American roots.
Maaji's spirit is pure fun. The patterns are louder and more adventurous than what you will find at Shelly Cove, but both brands share an optimistic, sun-loving outlook that makes getting dressed for the beach feel exciting rather than stressful. Beyond swim, Maaji offers activewear and resort pieces that carry the same vibrant design DNA. If you are the kind of person who opens their suitcase and wants a burst of color to greet you, Maaji will feel like a brand made specifically for your vacation wardrobe.
Best for: Colorful, adventurous dressers who love the idea of reversible swimwear with bold prints.
Finding Your Perfect Beachy Brand
Every brand on this list brings something different to the table, but they all share the coastal, feel-good energy that makes Shelly Cove special. If direct ocean conservation is your top priority, 4ocean and Patagonia put your money where the mission is. If you want that same cause-driven casual style in a different flavor, Ivory Ella runs on a nearly identical give-back model. And if sustainable surf style is what you are after, Outerknown brings serious environmental credentials to every piece in the lineup.
Whatever draws you to beachy, laid-back fashion, we hope this list helps you discover your next favorite brand. As always, we recommend shopping directly from brand websites when possible to support independent businesses. Some links in this article may be affiliate links, meaning we earn a small commission at no extra cost to you.
Written by
Spencer Lanoue
