During the last seasons the sportswear and activewear brand North Sails has announced a series of initiatives aimed to safeguard the environment and, in particular, the ocean.
For s/s 2023, it disclosed a project in collaboration with Maserati, the automotive leader, for the launch of a capsule collection including a selection of products designed around values of exclusivity, responsibility, and performance they both share. 
For s/s 2022 North Sails has partnered with Coral Gardeners, the association of young biologists, activists, and sea lovers in French Polynesia dedicated to restoring coral reefs through the creation of a coral nursery. Coral Gardeners began planting 15,000 corals in French Polynesians, and set the mission to plant one million. With a purchase of over €150 North Sails products, consumers can adopt a coral that will be planted in order to survive warming temperatures.
Marisa Selfa, CEO, North Sails Apparel, explained what is the brand's strategy behind these and the brand's future projects. 
North Sails has been involved in a series of initiatives that are focused on offering sustainable apparel and involved in protecting the environment like, for instance, with Maserati and Coral Gardeners. What ties these two projects together?
How important are sustainable products for your s/s 2023 and in general for the brand?
Within the Maserati x North Sails collection, the clothes are developed in future-fit materials, made from organic and recycled cotton to Gore-Tex Infinium, fit for performance.
Regarding the Coral Gardeners collection, all materials used in the collection are responsible, as we only used organic cotton, recycled synthetics and SeaCell fibers [Editor's note: SeaCell fibers are obtained from a seaweed grown in the Icelandic fjords and fabrics made with them are completely biodegradable]. The collection reflects the wider commitment of the brand to expand the use of responsible materials to its entire product offer. Both collection are 100% made of sustainable materials. 
How has the consumer reacted? Did they buy the Coral Gardeners x North Sails collection?
There has been an incredible reaction over the collection. Customers want to feel part of the conservation of our planet, and therefore this special collection has done so well. When customers spend over €150 in North Sails collection, they receive their own coral adoption certificate, and North Sails plants a coral in their name. We want to make sure that our customers are joining us on the journey to help the ocean by having the opportunity to contribute to repopulating the reef by transplanting resilient coral fragments and monitoring their development and our customers really appreciate that and want to be part of the ones that help with their drop in the ocean. 
How important are sustainable products in terms of sales for North Sails? Can you give a percentage?
Our clients share with the brand its commitment to Ocean Conservation and are aware of the importance of keeping safe the planet for future generations. For the brand, it was and still is a key goal to produce collections that are more and more sustainable, thus reducing the impact on the planet. 
What are the next sustainable aims the company wants to focus on?
We have a lot of sustainable aims we want to focus on, but the current focus is measuring our carbon footprint and investigate solutions for microplastic shedding. Ocean conservation is always at the forefront of our mind, and we will work endlessly to make better choices. 
Are there any other future initiatives the company wants to focus on in the future?
We want to expand this mission of being Ocean Positive, so any other brand in fashion or any other industry joins this movement and help to protect our oceans. Being seen as the voice of the ocean is the main initiative for our company and ensuring we continue to our work with the best partners around the world to grow internationally under our purpose and values.
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For s/s 2023, it disclosed a project in collaboration with Maserati, the automotive leader, for the launch of a capsule collection including a selection of products designed around values of exclusivity, responsibility, and performance they both share.
Photo: North Sails
North Sails x Maserati
Marisa Selfa, CEO, North Sails Apparel, explained what is the brand's strategy behind these and the brand's future projects.
Photo: North Sails
Marisa Selfa, CEO, North Sails Apparel
We ensure to work with organisations that are aligned with our values, and I am proud to be partnering with Coral Gardeners and Maserati. Both partnerships are very different. With Maserati, we are on a journey to be more sustainable every year. With Coral Gardeners, we are committed to be the first Ocean Positive brand, giving back to the ocean and supporting them on the vision of planting corals since last year with an objective of planning one million in 2025!
Photo: North Sails
Nort Sails x Coral Gardeners
Within the Maserati x North Sails collection, the clothes are developed in future-fit materials, made from organic and recycled cotton to Gore-Tex Infinium, fit for performance.
Regarding the Coral Gardeners collection, all materials used in the collection are responsible, as we only used organic cotton, recycled synthetics and SeaCell fibers [Editor's note: SeaCell fibers are obtained from a seaweed grown in the Icelandic fjords and fabrics made with them are completely biodegradable]. The collection reflects the wider commitment of the brand to expand the use of responsible materials to its entire product offer. Both collection are 100% made of sustainable materials.
Photo: North Sails
North Sails x Maserati
There has been an incredible reaction over the collection. Customers want to feel part of the conservation of our planet, and therefore this special collection has done so well. When customers spend over €150 in North Sails collection, they receive their own coral adoption certificate, and North Sails plants a coral in their name. We want to make sure that our customers are joining us on the journey to help the ocean by having the opportunity to contribute to repopulating the reef by transplanting resilient coral fragments and monitoring their development and our customers really appreciate that and want to be part of the ones that help with their drop in the ocean.
Photo: North Sails
Nort Sails x Coral Gardeners
Our clients share with the brand its commitment to Ocean Conservation and are aware of the importance of keeping safe the planet for future generations. For the brand, it was and still is a key goal to produce collections that are more and more sustainable, thus reducing the impact on the planet.
Photo: North Sails
North Sails x Maserati
We have a lot of sustainable aims we want to focus on, but the current focus is measuring our carbon footprint and investigate solutions for microplastic shedding. Ocean conservation is always at the forefront of our mind, and we will work endlessly to make better choices.
Photo: North Sails
Nort Sails x Coral Gardeners
We want to expand this mission of being Ocean Positive, so any other brand in fashion or any other industry joins this movement and help to protect our oceans. Being seen as the voice of the ocean is the main initiative for our company and ensuring we continue to our work with the best partners around the world to grow internationally under our purpose and values.
READ ALSO:
