SEALAND x SUPERBALIST

Images: Supplied

We’ve landed a big fish! Sealand has just launched on Superbalist for all the fashion-forward and eco-conscious among us. The Cape Town-based brand creates environmentally smart and high-end bags, accessories and apparel by reusing the structural properties and textures of waste material. The byproduct? Significantly reducing waste while promoting environmental and social responsibility, ever-so stylishly. Showcasing timeless style instead of ever-changing trends, the Sealand range comprises a mix of upcycled canvas, upcycled yacht sails and polytwill lining and is able to withstand the toughest weather conditions. To mark an eco-conscious step in the right direction as well as their launch on site, Superbalist caught up with Sealand cofounders Jasper Eales and Mike Schlebach to unpack what it means to be an industry-leading fashion brand that always puts the environment first.

Tell us a bit about yourselves and how you came to start Sealand?

I was brought up in a family that loves the outdoors and appreciates its beauty. Surfing quickly became a regular ritual that created clarity in the hustle of daily life. This formed my connection with nature and highlighted the environmental crisis to me, personally. Walking down my local beach, which is known for its pristine white sand, and noticing plastic waste washing ashore is not what I was used to. Sealand’s cofounder Mike Schlebach comes from a very similar place and was running a bag-making company working with used yacht sails. Our personal values and drive to build a business for good were aligned to a tee and led to establishing Sealand.

For customers who aren’t well versed in what it means to be a sustainable and ethical brand like yours, how do you explain its importance?

It’s the way forward. Right now, sustainability is a hot talking point, but will become standard business practice in the years to come. For us, it’s standard practice: creating a work environment that encourages smiles, product that helps the natural environment and drawing from a policy of mutual respect. We aim to build an aspirational brand with an educational voice.

You are a brand at the forefront of South African sustainability. What drives you and what have been some of the biggest challenges in leading the way?

It’s always nice to be reminded that we are pushing and encouraging others to do things better. We aren’t perfect and always look at how we can improve, which is key to any person or business. Running a business is not easy in any format and the kind we are has many challenges: finding a constant and consistent material stream, customer education about paying more for something made from waste and ever-changing materials going through manufacture. It’s no easy feat, yet incredibly rewarding.

When it comes to sustainability, what should all fashion brands be doing more?

Transparency, admitting and accepting that they can do better and implementing radical change.

Is there a difference between the South African market and the rest of the world when it comes to consumer demand and acceptance of sustainably produced fashion?
I think the difference is accessibility. The SA market that’s able to invest in these products financially is small. The type of production isn’t cheap, due to the generally small runs, handmade details and higher material and processing costs, therefore the final product price isn’t cheap either. One needs to view purchasing socially and environmentally responsible goods as an investment, rather than looking to purchase the lowest price. If a garment is at a really low price, ask yourself: how can this be produced at that fee and where has the brand cut corners to reduce cost? See if you are you happy with the answers.

What fuels your creativity?

Seeing the incredible things that can be produced from what was previously deemed waste with no value. The positive response to what Sealand is doing from all corners of the world. The smiles that welcome me to the Sealand studio on a daily basis.

What are your favourite pieces in your current collection?

I’m loving my Moon crossbody bag. It’s on me everywhere I go and keeps my valuables close, secure and stylish. The Choob M duffel is generally in the back of my car with a quick change of clothes or gear for a new activity.

You’ve had some notable success locally and internationally. What excites you about your launch on Superbalist?

The past 12 months have been really special, seeing our small Cape Town-based brand gain recognition on an international scale. Superbalist has always been on our radar. It represents the best curation of online fashion SA has to offer and it’s a platform on which we would like to be recognised. We are pleased and look forward to encouraging a drive of responsibly driven brands to become available here too, giving the consumer more options to make environmentally and socially sound purchasing choices.

What’s next for Sealand?

We are busy working on a very exciting collaboration with an international sneaker brand. We’re developing a really cool all-purpose sneaker made from a combination of our waste materials and some new cutting-edge, technically smart eco materials. It will be released globally towards the end of March 2020 and is the ultimate “Sealander” shoe.

Do you have any advice for businesses that want to initiate their own change toward a more sustainable future?

Just make a start. It’s actually about all the small gains. When you look back on a year filled with small improvements, you will notice the bigger changes you achieve. This approach is realistic and less daunting. Look around your office or factory and look how many smiles there are – if not many, ask yourself why and act on that. Look how to do things in the best way possible and design for repair rather than replacement. Reduce your waste and don’t drive irresponsible consumerism.