In early 2024, we proudly forged an official partnership with the Captain Paul Watson Foundation and Neptune's Pirates. The Foundation is a direct-action ocean conservation movement founded in 2005, with the mission to defend, conserve, and protect the ocean from exploitation and environmental destruction. From our very first meeting, we pledged support for their critical work through both direct action and financial contributions. This commitment took form with the launch of our 'Mission' robe, our first charity-dedicated product, with proceeds directly funding their initiatives, hosting monthly beach cleans, and the launch of our own Ghost Net 1000 campaign.

Paul Watson is FREE! In July, Captain Paul Watson, founder of Neptune's Pirates, was arrested in Greenland due to an international arrest warrant issued by Japan, related to his anti-whaling campaigns in the Antarctic more than a decade ago. We’re thrilled to celebrate the release of Paul on December 17th, after 149 nights detained in Nuuk. His resilience and unwavering dedication to ocean conservation throughout this challenging time have been truly inspiring.

"Sometimes, going to jail is necessary to make your point. Every situation offers an opportunity, and this was another chance to shine a global spotlight on Japan's illegal whaling in the Southern Ocean Sanctuary. If I had been sent to Japan, I might never have come home. I’m relieved that didn’t happen."
– Captain Paul Watson

This year, the Mission robe made its mark not just as a symbol of our commitment but as a functional part of real-world conservation efforts. Divers aboard the Spectre vessel wore the robe during Ghost Net retrieval missions, showcasing its practical design while directly supporting vital marine clean-up operations. Seeing the Mission robe in action on the front lines of ocean protection has been an inspiring highlight, reinforcing our dedication to both impactful products and meaningful partnerships. The Captain Paul Watson Foundation UK launched the Ghostnet Campaign in 2016 to combat abandoned, lost and discarded fishing gear (ALDFG), focusing on UK coastal areas. Utilising experienced, trained, volunteer divers and crew and the Captain Paul Watson UK's vessel ”Spectre”, the campaign surveys UK waters and locates discarded gear using 3D scanners.

This year marked a big step in our journey towards becoming more sustainable with the choice to work with Turkey’s first certified organic cotton company, Egedeniz. Known for their innovation and commitment to ethical production, Egedeniz has set a new standard in environmentally responsible manufacturing. Visiting the factory was an inspiring experience! We were impressed by the entire facility, from it's state-of-the-art technology, to their dedication to sustainability and the passionate team driving the mission.

By partnering with this pioneering facility, we’re proud to ensure that our cotton products are not only crafted with the highest quality organic cotton but also produced in a way that respects both people and the planet. We look forward to continuing this partnership and seeing what's next.

This year, we expanded some of our bestselling products with exciting new colour options, offering even more variety for our community. The ever-popular 25L Drybag debuted in green, while our Towel Robes have been designed in pink, sky blue, and grey (available early 2025!). We also introduced fresh styles for the classic robe, including camouflage, pink, and black-on-black. Alongside these updates, we launched several new products, including T-shirts, Socks, and Changing Mats, each designed with the same focus on quality and functionality.

As a small team, every product we create is designed and tested in-house. It’s taken time and effort to reach this point, and while we’ve faced delays beyond our control this year, the experience we’ve gained only means we’re more motivated than ever to perfect next year’s releases and bring even more exciting innovations to life.

A lot of our photoshoots this year have been made possible thanks to collaborations with our earliest supporters, invited along to model. These shoots helped bring our expanded best-sellers and new products to life, showing off everything we're all about. It’s been amazing working together to capture the spirit of our brand and the community we’ve built.

The Seashell Spirit series has been one of the highlights of this year, featuring inspiring interviews and collaborations with individuals from a wide range of fields. From environmental activists to creatives and scientists, we've had the privilege of sharing their stories and exploring their deep connection to the sea. Each conversation has offered a unique perspective, and amplifies voices that inspire others to take action.

We’d like to extend a heartfelt thank you to all the incredible individuals we’ve had the privilege of interviewing for the Seashell Spirit series. Your openness, passion, and dedication to the ocean have truly inspired us, and we’re deeply grateful for the stories you’ve shared. Your voices are helping to spread awareness and spark positive change, and we’re honoured to amplify them through our platform. Thank you for being a part of this journey with us.

Pictured above is Cicely Nagel, a marine biologist focused on shark research and conservation. Read her story Understanding Apex Predators: The Life of a Shark Researcher.

One of the standout moments this year was Jamie’s inspiring journey to overcome his fear of the ocean as part of the Big Dook fundraiser. As the Charity Manager for Cash for Kids, Jamie took on the challenge to brave the freezing waters, raising both awareness and funds for children in need.

We had the privilege of supporting Jamie as he faced his fear of the ocean head on. Through one-on-one guidance and encouragement in the lead up to the event, we helped Jamie build his confidence in the water, turning what was once a daunting challenge into a rewarding experience. Not only did he successfully take part in the event, but he also discovered a new love for cold water swimming and now enjoys dips with our community of sea swimmers. Witnessing Jamie's transformation firsthand was truly one of the year's most inspiring highlights.

This year, our commitment to the very place which inspired our beginning has been stronger than ever. Since February 2024, our monthly beach cleans have brought together an incredible community, removing an estimated 340kg of litter from our coastlines. Alongside this, our Ghost Net 1000 Campaign tackled abandoned fishing gear, recovering 580kg of nets and ropes from the ocean. 

We’re so grateful to the volunteers who have shown up month after month, and to the ocean conservation organisations and local beach clean-up crews we’ve had the privilege to meet along the way. These efforts will continue next year, bigger and better, as we collaborate to expand our impact and protect our oceans even further.

As we look back on this incredible year, we’re filled with gratitude for everything we’ve achieved and the community that’s made it all possible. From impactful collaborations and inspiring stories to new products and ocean-saving missions, none of this would have been possible without your support. To our customers, thank you for believing in our vision and for joining us on this journey —let’s keep making waves together!

Join us every Saturday at 10am at the Fittie end of Aberdeen beach for invigorating dips in the sea. The refreshing waters will not only revitalize your body but also uplift your spirits, offering a perfect blend of mental clarity and physical well-being.

For updates on volunteering at beach cleans, joining adventure days, and other upcoming events please see our social media pages.