Sealand Gear
By Mia McCarthy
Far out in the North Pacific Ocean, encircled by a subtropical gyre, is the Great Pacific Garbage Patch. The whimsy of the name connotes a gargantuan floating island but, realistically, it is more like a vortex of microplastics rendering the surrounding seas opaque and sunless.
Figuratively speaking, the existence of the Great Pacific Garbage Patch is an awe-inspiring reflection of our innate connectedness with each other and with nature. A plastic bottle discarded off the coast of California might ride the current south towards Mexico before being pulled into the North Equatorial Current, which traverses the vast Pacific.
With some imaginative license, the same bottle could wash up on South African shores — borne on Atlantic currents and deposited by a wave, perhaps, alongside a grinning and wetsuited surfer on the sugar-white sands of Llandudno beach. With even more imaginative license, that surfer could be Jasper Eales, co-founder and Chief Creative Officer of Sealand Gear.
“Surfing is my form of meditation, the ultimate switch-off, a moment of serenity in a busy world full of distractions,” the third-generation Llandudnian tells me. It’s impossible to tell the story of Sealand Gear without telling the story of Jasper’s relationship with his home and local surf spot, Llandudno, where he cultivated a profound respect for the ocean. As a result of this formative relationship, he has dedicated his personal and professional life to environmental stewardship.
Sealand Gear produces ranges of functional and beautiful bags, accessories, and apparel with responsible design in mind. Sealand is founded on the principles of a circular economy. They make gear that lasts a lifetime by offering a built-in repair program, using responsibly sourced recycled and natural fibres, and upcycling materials channelled from waste streams. In 2023 alone, they diverted 11763 kg of advertising banners from landfill.
In an era where the term “sustainable” has had its authority diluted by corporate greenwashing, Sealand’s commitment to responsible business underscores its commitment to fostering truly sustainable practices in four areas: products, people, partners, and the planet. 69% of Sealand’s managerial positions are held by historically disadvantaged South Africans or women, reflecting a culture of accountability and responsibility for environments both within and beyond the Sealand Campus, where skilled employees hand-craft value from waste.
“Waste is a harsh word,” acknowledges Jasper. “People don’t associate it with value.” But Sealand is evolving that perception by offering conscientious consumers an aspirational lifestyle brand that transforms trash into treasure. By reclaiming plastic waste and turning it into hardwearing, highly functional, and high-quality gear, Sealand is demonstrating how purpose-led people and businesses can take effective responsibility for our impact on the environment.
The Great Pacific Garbage Patch is a potent symbol of the accrued power of small acts of waste. However, it is also a cypher for how profoundly connected we are by both cultural and oceanic currents. Sealand is at a nexus of these connections, crafting quality gear and apparel with responsibility for people and the planet in mind.
Find your nearest Sealand store or shop products online at sealandgear.co.za
Comments