Xiang Yang (R), Miss Earth China 2013. Photo provided to China Daily

"In addition to overconsumption on cheap fast fashion, one of the most wasteful aspects of the fashion industry is this treadmill of always having to serve up something trendy and season specific," says Heather Kaye, the brand's co-founder from the United States.

Besides swimwear, FINCH also offers wrap dresses and rain capes that partially or fully use recycled polyester. The recycled-plastic fibers that go into its fabrics are manufactured in Suzhou, Jiangsu province, by a US company－and are also used in some Ford car seat covers, Patagonia garments and a jacket by The North Face. FINCH's apparel are all made in China.

The brand's most popular product is its bikini model F1016, which has removable halter neck ties, removable bust pads and a waistband that can be adjusted for more tummy coverage. One customer dubbed it the "miracle bikini", Kaye says, because it provided enough cover and support while still remaining sexy.

Miss Earth China 2013 agrees. Xiang says she comes from a pretty conservative background and wasn't comfortable in a bikini until she joined the Miss Earth pageant. She likes that FINCH's two-piece swimsuits are "more generous with their cloth".