Proud to wear NSRI: gear that gives back

When people think of the NSRI, life-saving rescues at sea may be the first thing that comes to mind. Yet, behind the scenes, another quiet success has been growing: the NSRI’s retail range. What began as a modest collection of supporter merchandise has evolved into a high-quality, desirable brand that loyal supporters are proud to wear at home and abroad.

For longtime volunteer Alison Cope, supporting the NSRI has always felt natural. “I've volunteered with the water safety and drowning prevention programs since 2013. It's a position that I find extremely rewarding, and when the NSRI launched their branded clothing, I thought it was a nice, responsible way of spending my money to buy good quality clothing,” she says.

Alison’s support has stretched across generations and continents. Her grandchildren, Izar (5), Hodei (8), and Ekaitz Peñagaricano (12), have been spotted wearing their NSRI hooded towelling gowns on La Concha beach in San Sebastián, Spain. “They wear them not only in the summer on the beach and at the swimming pool, but during the winter when they step out of the shower,” Alison explains.

While supporters like Alison keep the organisation's spirit alive, the retail transformation has been driven by expertise. When Brad Gale joined the NSRI as Head of Retail, he recognised untapped potential. 

“When it comes to the NSRI's retail range, we're sitting on an opportunity to raise funds for the organisation,” he says. Drawing on his retail background, Brad set out to elevate the range to the standard of local lifestyle brands, while ensuring the proceeds supported life-saving work.

“The range has grown exceptionally and strategically over the last few years,” he says. “We now offer a wide variety of products for the whole family.” Almost 80% of the products are made locally, supporting South African jobs and businesses while offering customers stylish, practical items they genuinely want to wear.

Today, the NSRI’s clothing is not just merchandise – it’s a statement. With over 11 000 items sold in 2024 alone, each cap, hoodie, or jacket is more than just apparel; it symbolises solidarity, carrying the NSRI name into everyday life. 

As Brad puts it: “Basically, for every item sold, that purchase has helped save a life or has gone towards helping save a life, and that's our mission. The more we grow, the more lives can be saved at the end of the day.”

Supporters can explore the full range in-store at the NSRI’s V&A Waterfront outlet, where the retail space sits alongside the impressive ORC rescue vessel, and online, featuring exclusive products and free shipping on orders over R600.

From Cape Town to Spain, the NSRI’s retail brand is proving that looking good and doing good can go hand in hand.

If you are a retailer and would like to stock the NSRI brand, please contact Brad Gale at bradgale@searescue.org.za

Photo by Alison Cope