Lucy & Yak has gained a solid reputation for supporting a range of environmental issues and now the fashion brand is taking on a new challenge.

The British indie brand has teamed up with artist Tan Zi Xi to create a limited edition collection supporting ocean conservation. Called ‘Turning The Tide’, it’s collaborated with the artist to co-create a line that supports Surfers Against Sewage.

With 100% of profits going to the long-standing charity that exists to address the state of Britain’s coastlines, the collection features dungarees and trousers made from organic materials, each adorned with unique and distinctive prints designed by the artist.

Known for her ability “to push beyond the decorative into the narrative”, Zi Xi’s work explores themes offering acute commentary on broader social issues. So this collection celebrates “the beauty and magic of our seas and waterways while highlighting the urgent need to protect them”.

The collection will be available online through Lucy & Yak’s website and in stores.

In recent times the brand has also been leveraging artificial intelligence (AI) to power fit recommendations from the True Fit platform, which decodes size and fit for consumers and fashion retailers.

The tech has generated over 294,000 fit recommendations for Lucy & Yak’s customers since the project started and the company said revenues per True Fit user have grown 541%, while conversions of the same cohort using True Fit on Lucy & Yak’s site have more than doubled (+245%).