So, how did Coastal Britain come about?
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Many beach visitors will be familiar with the sight of RNLI Lifeguards keeping the beaches safer for family enjoyment. We asked if there was some relevant way we could help to support this venerable charity. An agreement was reached in 2008 enabling us to begin developing a new range of clothing and accessories under licence, inspired by the work of the RNLI Lifeguards for release in time for the Summer of 2009. The core values of the Institution that had such an impact on us were its unswerving dedication to saving lives, its unwavering reliability as a service you can count on, and its method of working that always puts substance over style and integrity of action first. All of the things that the RNLI has upheld in its 185 years of saving lives at sea. A daunting set of values to apply to a clothing range but an incredibly exciting opportunity to make our own contribution. We have begun the clothing range very simply and from this point it will grow. The core RNLI value of "Saving Lives at Sea" first, is implied in the LIFE� range: The safer practise message is carried across in the Safety range, the mechanized aspects of the service in the Boat Number range, and the timeless integrity of the Institution - quite simply - in the letters RNLI on all the garments. Our work is driven by passion for the cause, for the charity and for what it stands for and we hope this is reflected in the web site and the clothes. The range, as with the web site, will evolve over time, and whilst its core mission is to continue supporting the RNLI in order to ensure the next generation benefits from safer beaches and help at sea when in distress, it is also about much more than that. |
Our mission is to follow the growth of the RNLI Lifeguard activities throughout Britain, to catalogue with camera and notepad the attractions of each and every beach with a RNLI Lifeguard Unit and to draw attention to the vibrancy of this long-established national treasure from a different angle: its relevancy to you on holiday with your family. We hope that you will enjoy wearing a brand whose credibility and integrity is unfaltering, and welcome any suggestions you have. A sum of money from the sale of all products will be paid in support of the RNLI. (Please see the statement at the bottom of this page for full details). The Coastal Britain team:
Ashley Lloyd-Jennings - Creative direction Our thanks to all the RNLI Lifeguards along the coast for their help in bringing this project together. |