Help the Kelp
Kelp forests are one of the jewels of our planet! These hidden underwater forests are one of the richest marine environments on earth. They provide spawning, feeding and nursery grounds as well as shelter for a huge diversity of marine life; which in turn supports local sustainable fisheries and tourism.
Kelp forests provide the foundation of entire food webs, supporting seabirds, seals and even dolphins. Even one kelp can support as many as 80,000 individual organisms, from the top with its billowing fronds, down along its stipe (stem) or within the fingers of its holdfast (its root-like foot that attaches to hard surfaces). There is food-a-plenty and a place for many!
Kelp forests also act as a coastal defence against storms, protecting the shore by absorbing wave action and storm surges.
A Blueprint for Marine Recovery
Off the Sussex shoreline, vast kelp beds once supported a wondrous diversity of marine life. They filtered the water and protected the coast from storms. But by the mid-1980s, 96% of kelp along the Sussex coast had disappeared due to the impact of heavy storms and subsequent bottom-trawling which destroyed seabed habitats and prevented kelp’s natural recovery.
In March 2021, Sussex’s own marine superheroes came to the rescue! In response to this devastating loss of biodiversity, the Sussex Inshore Fisheries and Conservation Authority (IFCA) introduced in a byelaw which prohibited trawling off the Sussex coast. This now protects over 300 km2 of seabed - giving wildlife a chance to recover and supporting sustainable fisheries along the coast.
Since that point, the Sussex Kelp Recovery Project - a partnership of conservationists, scientists and government bodies - have been supporting this journey to rewild the seabed, through their pioneering monitoring and research program and engagement with local communities. The SKRP team are seeing Blue Mussel beds popping back up on the seabed and Black Seabream numbers are starting to bounce back!
These are real glimmers of hope…that nature is on the mend!
What you can do:
• Learn about and share the work of the Sussex Kelp Recovery Project.
• Choose durable, responsibly made clothing , care for it and keep it for the long haul.
• Support trawl-free seas and local conservation efforts.
Sussex Kelp Recovery Project
"The SKRP is a collective journey, bringing together a wide network of people and organisations, with a common vision for nature recovery on a grand and pioneering scale."
Be an Outsider
Not fast fashion. Not throwaway trends. We stand apart - because the outside world matters more.
For us, being an ethical clothing brand isn’t just a label - it’s a responsibility. Every choice we make connects back to what we love most: cleaner air, greener trails, and healthier seas.
• Fewer microplastics. We use natural, low-shedding fibres and durable design to cut down the synthetics polluting our oceans.
• Lower impact. From responsible materials to careful dyeing and traceable supply chains, we keep our footprint light on coastal ecosystems.
• Made to order. Only what’s wanted, only what’s worn. Less waste, fewer landfills, more love for the places we roam.
If it’s made for the wild, it should protect the wild. Simple as that.
