As part of the partnership, Sealand Gear has produced a limited amount of special edition, upcycled tote bags to be given as a gift with the first 300 purchases.

Sustainability does not only come from a product; it comes from the packaging as well. Waste reduction, recycling, upcycling and sustainably sourced material is becoming more of a priority for the lifestyle and fashion sectors. Consumers are actively looking to support brands that take responsibility over their sustainability, adopting ways to reduce their product and packaging waste, and to offer products with a lighter environmental footprint. More brands are starting to realise their responsibility to influence consumers to adopt more environmentally conscious buying habits.

While Reebok has focused its effort on creating their [REE]cycled footwear collection, 90% of Sealand Gear’s product range is sourced from upcycled material. This partnership offers a fully integrated sustainable model from materials sourcing, products, and packaging.

“Sustainability is a part of our story. As a global brand, we have an opportunity to contribute towards a cleaner future and inspire our consumers to start making purchasing decisions more consciously, thinking about their impact on the environment,” says Brian Jackson, brand manager of Reebok South Africa. “The partnership with Sealand is all about local collaboration and partnering with a brand that is in our view, a leader in lifestyle and fashion sustainability.”

“Our intention with Reebok was to align with a well-established global brand, that is taking the necessary steps to improve their environmental responsibility,” says Jasper Eales, founder, and creative director at Sealand Gear. 

“The unique tote bag that has been created with Reebok is truly special. It is constructed with a combination of repurposed materials from old yacht sails, previously used advertising banners and outdoor canvas. The strength and durability of these materials give the bags a lifetime warranty; they are designed to be repaired, not replaced or discarded,” says Eales.

Recycling, upcycling, and repurposing gives material a new life. This circular production model prevents waste material from entering the environment or being disposed of in landfill. As a consumer, buying a product that is made from upcycled or recycled material will support a shift to sustainable retail and fashion, where less waste is produced, and less raw virgin material is extracted for new products. 

The [REE]Cycled shoe range are available online at reebok.co.za and Reebok Concept Stores: Sandton; Canal Walk; Menlyn and Gateway. The Sealand x Reebok upcycled tote bags will be complimentary with online and in-store purchases while stocks last (only 300 units available). 

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