Sealand Gear

What Sealand Gear does

Sealand Gear is a South African lifestyle brand founded in 2015 in Cape Town that designs and manufactures handmade bags, apparel, and accessories from upcycled and recycled materials. The core technology centers on proprietary sustainable materials including MajiTex (locally woven 100% recycled material), ECONYL Regenerated Nylon (infinitely recyclable), and NetPlus recycled nylon spun from reclaimed fishing nets. All products are handmade by skilled craftspeople at the company's Cape Town facility and through partner factories including Camp Cover and AC Gear. The company has upcycled 117,835 kg of waste and 105 tons of toxic material to date.

The business operates a hybrid go-to-market combining a Shopify-powered DTC e-commerce store with international shipping, 11 physical retail stores across South Africa (Cape Town, Johannesburg, Stellenbosch, Hermanus, Pretoria), and a B2B corporate gifting program called Conscious Gifting targeting South African enterprises with custom branding and volume discounts. Products are priced in ZAR ranging from approximately R55 for small accessories to over R10,000 for larger luggage items, with Happy Pay installment options available. The company also runs a Second Wave resale program that accepts old Sealand bags for reconditioning and donates 10% of revenue to WWF South Africa.

Sealand serves two primary customer segments: outdoor and adventure enthusiasts (commuters, travelers, surfers, hikers) and corporate/B2B clients seeking sustainable branded merchandise. Named B2B clients include KLM, NedGroup, Dermalogica, Monkey Shoulder, and Smollan. The company is B Corp certified, maintains founder-managed ownership (Jasper Eales as co-founder/shareholder, Adrian Hewlett as CEO), and operates a 60+ person team across manufacturing, retail, corporate, and operations functions.

Name

Sealand Gear

Legal name

Sealand Gear

Website

https://sealandgear.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Sealand Gear is a Cape Town-based lifestyle brand founded in 2015 that designs and manufactures handmade bags, apparel, and accessories from upcycled and recycled materials, selling through 11 South African retail stores, a Shopify DTC store with international shipping, and a B2B corporate gifting program.

Ownership category

akta.pro rank

Product category

Sustainable Bags and Apparel

NAICS

Leather and Allied Product Manufacturing (316), Apparel Accessories and Other Apparel Manufacturing (3159), Other Leather and Allied Product Manufacturing (31699)

SIC

Leather & Leather Products (3100), Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Vegan/Alternative Material Goods Manufacturing (PU/Plant-based/Mycelium) (IMAOAHAH)

akta.pro secondary industries

Business & Work Bags Manufacturing (Briefcases/Laptop Bags/Tool Bags) (IMAOAHAD), Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)

Keywords

• Sustainable outdoor bags
• Upcycled apparel manufacturing
• Handmade travel accessories
• Eco-friendly corporate gifting
• Recycled material lifestyle gear

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices12 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales (B2C): E-commerce and retail store sales of bags, apparel, and accessories to individual consumers
2. Corporate/B2B Gifting: Conscious Gifting program providing custom-branded merchandise to corporate clients with minimum order quantities
3. Second Wave Resale: Resale program accepting old Sealand bags in any condition for reconditioning and resale, with 10% of revenue donated to WWF South Africa

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Sealand Gear designs, manufactures, and sells handmade bags, apparel, and accessories crafted from upcycled and responsibly sourced sustainable materials at its Cape Town production facility. The company sells directly to consumers through its e-commerce store and 11 retail stores across South Africa, and to businesses through its Conscious Gifting B2B corporate merchandise program with custom branding.

Differentiator

Problem solved

Functional benefit

Brands

• Protect Our Paths: A collaborative foundation project spanning waste management, community involvement and individual upliftment, empowering custodians in natural spaces to make a difference for themselves, their communities and the Planet.

Products and services

• Sealand Bags (Backpacks, Crossbody, Travel, Commuter, Duffel, Tote) Handmade bags manufactured by Sealand from upcycled and responsibly sourced materials including MajiTex, ECONYL regenerated nylon, and NetPlus recycled nylon. Range spans backpacks, crossbody bags, travel bags, commuter bags, duffel bags, and tote bags sold to individual consumers and via B2B corporate gifting. Pricing from R400 to R3,500+.
• Sealand Apparel (Men's and Women's Tops, Puffers, Jackets, Jerseys, Tees) Handmade apparel including puffers, shirts, sweaters, tees, jackets, and jerseys for men and women. Made from upcycled materials including NetPlus recycled nylon, hemp canvas, and BCI-approved cotton. Pricing from R200 to R4,000.
• Sealand Accessories (Headwear, Travel Accessories, Gear) Accessories and gear including headwear, travel accessories, packing cubes, key organizers, zip pullers, and pin badges. Pricing from R55 for small accessories to R500+.
• Conscious Gifting (B2B Corporate Gifting Program) Corporate gifting program offering custom-branded Sealand merchandise to South African businesses for corporate gifting, employee appreciation, client gifts, and branded merchandise. Volume discounts apply across budget tiers from Under R500 to R2,000+ per item. Named clients include KLM, Monkey Shoulder, Smollan, NedGroup, and Dermalogica.
• Second Wave Resale Program Resale program where Sealand Gear accepts old Sealand bags in any condition, reimburses customers with a 25% discount code, and resells the bags after reconditioning. 10% of resale revenue is donated to WWF South Africa, forming part of the brand's circular economy model.
• Kaizer Chiefs x Sealand Collection Co-branded collaboration collection with Kaizer Chiefs football club, fusing football lifestyle with Sealand's outdoor adventure aesthetic.
• Jack Parow x Sealand Concert Tees Co-branded concert t-shirts made from 100% organic cotton in collaboration with South African rapper Jack Parow, combining comfort, sustainability, and style.
• Nature's Camouflage Winter 2026 Collection Seasonal Winter 2026 collection featuring 31 products across bags, apparel, and accessories, themed around natural landscapes and rustic textures, made from hemp canvas, BCI-approved cotton, and NetPlus recycled nylon.
• Circular&Co x Sealand 750ml Water Bottle Co-branded 750ml reusable water bottle produced in collaboration with Circular&Co, combining both brands' sustainability commitments.
• KoiKoi x Sealand Beach Pants Collaborative beach pants produced by Sealand Gear in partnership with KoiKoi, combining KoiKoi's design aesthetic with Sealand's sustainable manufacturing.
• Ciovita x Sealand Run Tees (Men's and Women's) Co-branded Men's and Women's Run Tees produced in collaboration with Ciovita, using sustainable materials.
• Sealand x NSRI Bags and Rescue Collaboration Bespoke bags developed in collaboration with the National Sea Rescue Institute (NSRI), combined with Stormers rugby team and NSRI ocean experiences; tied to maritime rescue conservation efforts.
• Sealand Test Crew Program Community field testing program where Sealand Gear enthusiasts test prototypes in real outdoor conditions and provide feedback to drive product improvement.

Quantifiable outcome

• 117,835 kg of waste upcycled to date
• +2 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

24 partnerships are on record, tiered core, minor and major.

• Protect Our Paths FoundationcoreOthers · 1 January 2023Social and environmental non-profit founded by Sealand spanning waste management, community involvement and individual upliftment. Empowers custodians in natural spaces.
• Camp CovercoreStrategic or Co-development PartnerTrusted manufacturing partners who work closely with Sealand to support the production of gear. Camp Cover operates a factory with sewing machinists specializing in outdoor fabrics like rooftop tents and awning bags.
• AC GearcoreStrategic or Co-development PartnerSewing manufacturing factory based in Ottery, Cape Town, specializing in products using various outdoor fabrics including rooftop tents, awning bags, and accessories.
• Tasindo FamilyminorStrategic or Co-development PartnerInternational bag manufacturer founded in 1989 with state-of-the-art sustainable factory powered by solar energy. Certified by Bluesign and EOCA, prioritizing environmental responsibility and CO2 reduction.
• Volunteer Wildfire Services (VWS)coreOthersSouth Africa's largest volunteer firefighting organization with 350+ volunteers contributing 100,000+ active firefighting hours since 1999. Sealand supports their mission to protect natural spaces.
• WSL (World Surf League)majorGTM or Marketing PartnerOfficial partner for WSL Jbay Open since 2023. Collaboration included beach cleanups, Airs for Good contest with surfers, and bespoke WSL gear design.
• NSRI (National Sea Rescue Institute)majorOthersMaritime rescue organization. Sealand partnered to make bespoke Sealand x NSRI bags and teamed up with Stormers and NSRI for ocean experiences.
• Sentinel Ocean Alliance (SOA)coreOthersProvides environmental education for Cape Town's youth within coastal communities. Sealand walks alongside this initiative that serves both ocean and community.
• One Blue HeartminorOthersFundraiser for Turtle Conservation Centre hosted by Two Oceans Aquarium Foundation. Sealand provides bags and badge pins for their events.
• PONDO TrailmajorGTM or Marketing PartnerTrail running event with PONDO ultra (103km) and PONDO Coaster (36km, 34km, 33km). Sealand provides bespoke gear sponsorship for the event.
• Slow & Steady Run ClubminorGTM or Marketing PartnerCape Town running community focused on making running accessible to everyone regardless of pace. Sealand creates space for community runs with Sealand prizes.
• Natural Running CominorGTM or Marketing PartnerJohannesburg-based running club. Partnership includes events such as runs from Sealand Sandton store around the urban jungle.
• CRRC (Cool Runnings Recreational Club)minorGTM or Marketing PartnerCape Town-based social running club known for incredible community. Sealand partners on runs around the Mother City.
• Hannah Habits Community MovementminorGTM or Marketing PartnerCommunity movement offering hikes, trail walks, runs, wellness Pilates, and yoga events. Connects people through movement and the Cape Town mountains.
• Ballers Soccer SchoolminorGTM or Marketing PartnerLocal soccer school partnership. Sealand provides bespoke Sealand x Ballers Soccer School bags for the empowerment program.
• Africa Rising Music ConferenceminorGTM or Marketing PartnerCollaborative space for African music from streets to studio to world. Focus on female leadership, artist and executive exchange.
• Deli2SeaminorGTM or Marketing PartnerAdventure run/walk from Chardonnay Deli Constantia to Chardonnay Deli Kalk Bay celebrating Cape's natural beauty through community exploration.
• Kaizer ChiefsmajorStrategic or Co-development PartnerSoweto football giants collaboration launching bold lifestyle expression collection fusing football heartbeat with outdoor adventure aesthetic.
• WiZmedminorStrategic or Co-development PartnerCollaboration on WiZmed Ward Bag - designed on hospital wards and crafted from waste materials for healthcare professionals.
• Circular&CominorStrategic or Co-development PartnerCollaboration on 750ml water bottle product combining both brands' sustainability values.
• CiovitaminorStrategic or Co-development PartnerCollaboration on apparel including Men's and Women's Run Tees made from sustainable materials.
• KoiKoiminorStrategic or Co-development PartnerCollaboration on beach pants product combining KoiKoi's aesthetic with Sealand's sustainable manufacturing.
• Jack ParowminorGTM or Marketing PartnerSouth African rapper partnership where concert tees are made from 100% organic cotton combining comfort, sustainability and style.
• WWF South AfricamajorOthers10% of all Second Wave resale program revenue is donated directly to WWF South Africa for conservation and environmental work.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Cape Union Mart: South Africa's largest outdoor apparel and gear retailer. Comparable as a regional incumbent in the South African outdoor and adventure gear market where Sealand also competes.

Direct peers

• Herschel Supply Co. Design-focused bag and accessory brand with global retail presence. Comparable in product mix (backpacks, totes, travel bags, accessories) and DTC/retail omnichannel model.
• Peak Design: Direct-to-consumer bag and travel gear brand with strong design and sustainability focus. Comparable in premium bag category with strong community engagement and DTC-first model.
• State Bags: Lifestyle bag brand with social mission and give-back programs. Comparable in mission-driven branding and bag-focused product mix, though with US market focus.
• Cotopaxi: US-based outdoor gear brand built on sustainability, recycled materials, and adventure positioning. Direct competitor in the sustainable bag/outdoor lifestyle category with similar mission-driven branding.
• Bellroy: Australian premium bag and accessory brand focused on functional, slim, sustainable design. Direct comparison in everyday-carry bags with strong DTC and B2B presence.
• Sandqvist: Scandinavian sustainable bag and accessory brand emphasizing recycled and organic materials. Comparable in ethical sourcing, minimalist design, and DTC-led growth model.
• Topo Designs: US outdoor lifestyle bag brand with sustainability credentials and Made-with-care ethos. Comparable in outdoor adventure positioning and direct-to-consumer bag category.
• Fjällräven: Swedish outdoor brand known for its Kånken backpack and durable, sustainable outdoor gear. Direct comparison in the lifestyle-adventure bag category with similar handmade, durable, and sustainability positioning.

Broad incumbents

• Patagonia: Global leader in sustainable outdoor apparel and bags. Comparable as a premium sustainable outdoor goods brand with strong environmental credentials and a circular economy ethos, though far larger and more diversified than Sealand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SealandGear
• LinkedInlinkedin.com/company/sealand-gear

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sealand Gear