Doing good.

We’re thrilled to partner with Sea Shepherd to support their mission to defend, conserve and protect marine wildlife and the world’s oceans.

Cotton On x Sea Shepherd is an exclusive collection that calls for collective action. 10% of proceeds from every product sold will go towards Sea Shepherd’s marine conservation work.

Designed in-house, every item in the collection is made from 100% organic cotton, and features limited-edition Sea Shepherd graphics. We’ve also applied the Cold Patch Batch Dye process where possible, which uses less water, salt and chemicals. The shirts even have buttons made from coconuts!

Let’s be the change we want to see. Together, we’re more than a drop in the ocean.

Sea Shepherd is a non-profit conservation organisation that takes direct action against illegal activities that threaten the biodiversity of our seas. They work to safeguard our oceanic ecosystems and ensure their survival for future generations.

Sea Shepherd is made up of passionate volunteers from around the world that crew their ships to stop illegal fishing, confront poachers and remove ghostnets from the ocean. They also participate in land-based campaigns to clean up our beaches, and educate the public about Sea Shepherd’s mission.

Learn more about how you can get involved here.

Illegal fishing is endangering the marine ecosystem

Up to 20% of the global catch of fish is caught illegally¹. Masses of vulnerable species including sharks, turtles and whales, are being killed by destructive fishing methods every day.

Many vessels use illegal gear such as banned gillnets or destructive bottom trawling methods. With up to 90% of global fish stocks fully exploited, overexploited or depleted², illegal fishing has become one of the biggest threats to our oceans.

What you can do

• Demand traceability for your food to ensure that you’re not supporting Illegal, unregulated and unreported fishing.
• Try out a plant-based diet
• Join the movement to end illegal fishing and get involved with Sea Shepherd’s work.
• Try plant-based sources of omega 3 like chia seeds, hemp seeds, flax seeds & even brussels sprouts.
• Exclude and/or reduce your pet’s fish intake in favour of alternative protein sources.

Plastic waste is polluting our oceans and threatening marine wildlife

Over 12 million tonnes of plastic ends up in the ocean³ each year. For marine life, this means surviving each day is relentless with at least 800 species impacted by marine debris worldwide⁴. Dolphins and whales often get tangled and can drown in discarded fishing nets. Seabirds and turtles can choke on plastic straws, bottles and packaging. But it’s not too late to stop the tide of plastic in the ocean. Every piece counts.

What you can do

• Avoid single-use plastic and choose reusable alternatives.
• Remember to always reduce, reuse, recycle, recover, repair & rehome.
• Get involved in your local beach clean-up days.
• Stop microplastics from entering our oceans by using microfibre washing bags.
• Support Sea Shepherd in the fight to remove ghostnets from the ocean.

Climate change is causing water temperatures and sea levels to rise

Over half of the oxygen in the atmosphere comes from the ocean⁵, which means our planet literally depends on it. The ocean is like a giant carbon sponge, absorbing all the excess carbon from the atmosphere. Since the start of the industrial revolution, the ocean has absorbed almost half of all our carbon dioxide emissions⁶.

As we continue to burn more fossil fuels, the ocean is forced to absorb more carbon dioxide. This is causing water temperatures to rapidly rise and altering the basic chemistry of the ocean. From mass coral bleaching to marine habitats becoming too hot for many species to survive, this is devastating the biodiversity of our oceans. But, there is still hope, and with collective action we can make a big impact in the effort to fight climate change.

What you can do

• Walk, cycle or take public transport whenever you can.
• Invest in energy-efficient appliances. Look for the Energy Star label!
• Save water by taking shorter showers and turning off taps. It takes a lot of energy to pump, heat and treat your water.
• Reduce food waste. Buy and cook only what you need or freeze for later. Always store your food properly.
• Choose companies that support renewable energy or have a climate action plan.

¹ https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0004570

² https://www.weforum.org/agenda/2018/07/fish-stocks-are-used-up-fisheries-subsidies-must-stop/

³ https://www.science.org/doi/10.1126/science.1260352

⁴ https://news.un.org/en/story/2016/12/547032-new-un-report-finds-marine-debris-harming-more-800-species-costing-countries

⁵ https://oceanservice.noaa.gov/facts/why-care-about-ocean.html

⁶ https://www.un.org/depts/los/global_reporting/WOA_RPROC/Chapter_05.pdf

Who is Sea Shepherd?

Sea Shepherd is an international, non-profit marine conservation organization that campaigns to protect the world's ocean. Since 1977, Sea Shepherd has used innovative direct action tactics to defend, conserve and protect the delicately-balanced biodiversity of our seas and enforce international conservation laws.

Why is Cotton On supporting Sea Shepherd?

We believe that without collective change, no change matters. We support the work that Sea Shepherd is doing to protect the oceans, and fight for the wildlife within it. We hope this campaign will both raise funds so they can continue their work, but will also inspire our team and community to step up and take action so we can all do our part in protecting our oceans.

What will the 10% proceeds go towards?

10% of proceeds from this collection will go towards the protection and conservation of endangered marine wildlife across the globe, and will help to stop illegal, unreported and unregulated fishing in our oceans. Our oceans and marine life are in crisis. Threatened by overfishing, plastic waste and pollution.

What efforts have you made to make this range more sustainable?

We are proud to have partnered with Sea Shepherd on a responsibly sourced and produced collection. Designed in-house, every item in the collection is made from 100% organic cotton, and features limited-edition Sea Shepherd graphics. We’ve also applied the Cold Patch Batch Dye process where possible, which uses less water, salt and chemicals. The shirts even have buttons made from coconuts! All packaging has been developed from recycled materials that can be recycled again post use. Find out more about our sustainability commitments here.

Are there other ways I can get involved directly with the work that Sea Shepherd is doing?

Yes! Our recommendations include:

• Sign up as a Sea Shepherd volunteer
• Join a beach clean up event in your area
• Donate to their campaigns directly
• Try a plant-based diet - there are many delicious protein alternatives that don’t destroy the oceans. Find out more here
• Demand traceability for your food to ensure that you’re not supporting Illegal, Unregulated and Unreported fishing.
• Join the movement to end illegal fishing and get involved with Sea Shepherd’s work.