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    2月 14, 2021 2 min read

    Inspired by the original environmental outdoor pioneer Yvon Choiunard of Patagonia, Sealand was started by Mike Schlebach and Jasper Eales. Their ethos aims to disrupt the traditional way of running a business; putting people and the planet first. In their words: “keeping it clean more than making coin”.
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    Sealand is a brand which, as the name suggests, has both land and sea at the crux of its purpose. The brand was founded with the intention of upcycling waste into useful and stylish bags made from materials foraged from the Capetown waterside. Sails, tents and advertising banners were some of the first items used in the brand’s early days. 
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    More recently, by partnering with local businesses, Sealand has created a slightly more stable and reliable raw material source. Either utilising production waste - faulty fabric which can’t be used for its intended purpose - or intercepting offcuts before they reach landfill. The material is cleaned up where necessary and sorted, ready to be assessed by expert pattern cutters for the first stages of production. Still true to their roots, the majority of products are still made from sails and other nautical fabrics which prove to be ridiculously durable and reliable. 
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    A unique feature of the production line is that each bag is made from start to finish by the same machinist. Typically, production lines would separate each task - whereas Sealand’s method allows for autonomy, with the added benefit of creating a highly skilled workforce. Each bag is also printed with the maker’s stamp - a symbol of pride on each item. 
    The staff are just as important to the brand as the environmental mission. The business strives to keep production as manual as possible rather than automating the production line. This helps to create jobs in the community - which also pay a living wage rather than just minimum wage. 
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    Once production is complete, approximately 65% of the waste from the Sealand production floor is recycled into other useful products such as insulation and dog blankets, keeping as little waste from entering landfill as possible. 
    Sealand’s aim is to create longer lasting products - reducing the environmental impact of a product by extending its life. They’re also a pioneering example of the ‘circular economy’ - finding uses for and value in waste, so that it’s not really waste anymore. 
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    Taking the circular fashion business model mainstream means thatall Sealand products are both super functional and super thoughtful.
    Chris Capewell
    Chris Capewell


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