As the end of 2023 nears, what standout moments/achievements do you feel define Sealand’s progress this year?

2023 has been an exciting year for Sealand. We have had just over a full year focusing on a clear D2C strategy which has started to show its befits. 

Engaging in a handful of key hires with great industry experience has opened capacity to a variety of exciting new product developments, most of which will be released in 2024. We opened two beautiful new flagship stores, one in Sandton City and the other in the V&A Waterfront. 

Sealand established its own sustainability committee, with a collection of members who are all industry experts from various national organisations, ensuring that the decision we make are vetted and inline with industry best practices. 

We are a business for good and therefore as our revenue grows so do our donations. We are on track to be hitting record high community donations for 2023.

As we look ahead to 2024, are there any exciting plans, projects, or goals on the horizon?

I am so excited for 2024, as our business progresses off the base of a fantastic 2023 we have many things to look forward to. We will begin the year by moving our HQ into a new office space that will further increase company culture and align our work space to the level of design and sustainability that our newest retail stores have considered. 

We are exploring an international e-commerce strategy, as we have seen a growing interest from various international territories and have made some key learnings and partnerships this year to assist in this next progressive step of e-commerce.

As mentioned above, we have spent much of 2023 developing new categories, products and material research, which 2024 will see the release of these elements. Apparel as a category is an area we have never taken seriously enough, with that in mind we have being doing a lot of work behind the scene in this space and will start to drive this side of our brand properly in 2024.

Finally and most importantly we have set our eyes on the most recognised global sustainability certification, being B-corp. We aim to achieve this certification in 2024. It is no small feet, but we have every intention to achieve it. 

Sealand has been a pioneer in sustainable practices. How has the brand continued to prioritise eco-friendly and ethical approaches, and have there been any notable advancements this past year?

We have experienced great business growth over the past 18 months, which has encouraged a new approach to more structured and reliable waste partnerships, as well as the implementation of recycled/regenerated material product lines. These have been combined with our original signature upcycled material and product lines. Both of these advancements have made us a smarter business with the ability to continue our growth while maintaining authenticity.

The new flagship retail stores opened this year are a true reflection of where we are as a brand. They have been designed with the same approach and considerations as our products, They are a true reflection of Sealand’s creativity and sustainability, with all touchpoint containing an authentic story. 

As the Chief Creative Officer and co-founder, your vision shapes the identity of Sealand. Are there any specific design elements, themes, or collections from 2023 that you are particularly proud of?

The vision of the brand is an extension of who I am and the lifestyle I live. This allows authenticity to come naturally to the brand. We must not force things but rather do what feels right. We want to grow, as with our growth comes an increase in positive impact to our community and partners. 

I am really excited to be exploring new advancements in cutting edge sustainable materials and manufacturing through new partnerships. This is opening my eyes to a whole new world of possibilities in the design and sustainability space. 2024 will we the beginning of this new progressive Sealand.

Sealand has formed a strong community following. How has the brand engaged with its audiences this year and are there any memorable partnerships/events that stand out?

Community is key to the success of Sealand. We would not be where we are today without our community and therefore we look forward to continuing to build o what we have begun. With our newest store in Sandton JHB, we will look at investing energy into this community and already have some very exciting projects in the pipeline form 2024. 

Protect Our Paths has truly grown from strength to strength in 2023 and has so much more to do in the years to come. In conjunction with Sealand, Protect Our Paths has partnered with some incredible events in 2023, namely the WSL J-Bay Surf Pro with the top 36 surfers in the world receiving custom Sealand gear, made from previous years event banner that were upcycled into unique bags. 

Secondly, we were the primary partner of Pondo Trail, an amazing trail running event which runs through the Wild Coast of South Africa.

Lastly, we have continued our special partnership with the DHL Stormers, converting DHL event banner waste into the unique luggage that we supply the team with.

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