The Eco-Logic Awards 2024 took place at the V&A Waterfront’s Two Oceans Aquarium in Cape Town on 30 October. I was curious to know about some of the brands who fell under the finalists for this year. That includes Sealand Gear, one of the eco-champions that eventually received the Gold Award under the Eco-Fashion and Lifestyle category.
I spoke to Tim Coles, the brand’s Head of Sustainability, to find out more about the brand, its base and its incredible impact.
Based in Hout Bay, “sandwiched between the sea and land,” as he puts it, everything Sealand does, exists at this intersection. “It’s where we find joy as surfers, runners, beach goers and Capetonians,” he proudly states.
High-End Fashion with a Meaningful Impact and a Long-Term Goal
When you look at Sealand Gear, quality is something they clearly don’t neglect. And, as we all know, quality normally comes at a price. As Coles says: “Although some of our inputs are waste – and thus free – we use the best hardware, recycled and regenerated fabrics, pay well and donate heavily to beneficiary organisations. None of this comes cheaply, unfortunately. We also believe that our products are best in class and comparable to any premium brand in the world, and are priced accordingly. We have a lovely little scheme in the works to be able to offer our products at vastly lower prices, but for now our consumers are those with disposable income and more likely to factor things such as circularity and sustainability into their consumption habits.”
While their products might not be affordable to all, their efforts to educate consumers around a circular economy and eco-fashion certainly leaves a lasting impression. “We try to educate as we go and believe we will one day span markets, but for now we are positioned as an elevated brand, which allows us to expand our efforts and support beneficiaries without sinking the ship.”
The Meaning of Responsibly Made Fashion
In Sealand Gear’s vocabulary, the words ‘responsibly made’ are something they live by. “It’s simple,” Coles says. “Inputs must be renewable, local where possible and sensitive to our planet. Stay away from toxic and harmful chemicals and dyes; stick to organic agriculture wherever possible; short transport hops and suppliers who are willing to work on sustainability issues. Processes must be optimised to reduce water use, energy use and harmful impact,” he adds, and “people must be treated ethically, paid fair wages and given both kindness and flexibility.”
With unfair wages, child labour and unbearable hours being some of the less romantic fashion topics in the media lately, it’s good to know that there are brands out there who aim to fix the problem and put new standards in place. In addition to this, Coles also says that outputs need to be recyclable or easily reclaimed into other industrial symbioses, and that waste needs to be kept to a minimum, if any. “Products need to be made to last, to be repaired and to stand the test of changing ideas of style and beauty.”
In a world of fast fashion, Sealand Gear is certainly taking the bull by the horns and proving that timeless looks are always in fashion.
Adventure is at the Core of Sealand Gear
According to Coles, Sealand Gear and its people are all passionate adventurers in their own ways – be it surfing, running, exploring wild spaces or going on journeys to far flung localities in search of wild, thrilling experiences. “That’s what makes us tick and keeps us focused,” he says. “We bring this into the brand by creating the gear and apparel that allows us (and others) to do these activities and adventures in comfort and style, safe in the knowledge that the gear that gets us there doesn’t do undue harm to the natural spaces in which we play.”
The Ultimate Sealand Gear Goal
Ideally, the brand would like to grow into something that is celebrated for both sustainability and function. A brand that bridges the gap between waste and value, style and responsibility, the urban and the outdoors. “We want 100% of our materials to be recycled, upcycled or responsibly produced – and we’re not far off,” Coles says. Also, they want to scale that into a global aspirational brand that can compete on any global stage and win.
Knowledge is Power
Coles says that knowledge around the formal circular economy is lacking in South Africa, yet people have been upcycling and recycling since the dawn of time. “It makes sense to use what you have around you or can freely access, so the informal knowledge around the circular economy is strong,” he adds. “At this point, we wish to play a role in leading this change, particularly in the retail sector, which has traditionally stayed away from circular initiatives. This is changing, however, and as we succeed we hope it serves as an example as to what can be done in this space!”
FIND MORE FASHION ARTICLES HERE
Functional Fashion for Change
Sealand Gear is most definitely a brand brave enough to weather the storm and make a change in the industry in an ever-growing way. They do this through their production and sourcing techniques, among other things. “Every time we demand sustainable changes from suppliers or partners, we change their business,” Coles explains. “Every time we innovate in material use or upcycling, we change the value stored therein and the perception thereof. Every product we make, optimised for responsible production and inputs, changes the way people consume and create, showing that sustainability does not have to come with a sacrifice of style.”
In addition to these impressive changes they initiate, Sealand Gear also donates and supports partners with whom and through whom they believe they can have an even more meaningful impact. Sentinel Ocean Alliance (SOA) – for one – has received nearly a million rand from Sealand Gear to date. Other organisations include those that change the lives of children in their programs, those that change outcomes for our people and planet, and those who change social structures through education and empowerment.
Get Involved with Sealand Gear and Make a Change
Apart from shopping Sealand Gear, those who want to share in the change the brand is making in the world of retail, fashion and lifestyle, can also take part in Sealand’s regular beach cleans with SOA. “This is an awesome way to get involved, make a tangible difference and meet the team,” Coles says.
Ultimately, for them, it’s about progressing people and fostering responsible partnerships to create sustainable, stylish gear and to make our planet better, together.
Visit sealandgear.com for more.
0 Comments