Blue Earth Summit

Founded by Tom Cotter in 2016, OCEANR is a vertically integrated clothing company partnering with ~300 organisations worldwide, from resorts and superyachts to healthcare, construction, and Arctic expeditions. Their promise is simple: better garments for people and planet, with transparent proof behind every product.

• 👉 Listen to the full podcast on Spotify
• 👉 Watch the full podcast on YouTube

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From “fake it till you make it” to the Necker Island Benchmark

The OCEANR story started as RASHR, a scrappy e-commerce rash-vest brand. The big break came when a contact on Necker Island tipped Tom that they were seeking a new uniform partner. Competing against global heavyweights, OCEANR won, not by offering a catalogue, but by designing bespoke, low-volume uniforms that reflected the island’s character and values. That win sparked a wave of referrals and long-term relationships, built through responsiveness during COVID-era supply-chain chaos and a “fix it fast, be transparent” culture.

The OCEANR Difference: People, Product, Planet

Tom is blunt about the sustainability maze: you’re “damned if you do, damned if you don’t” unless you back claims with systems. OCEANR’s framework:

• People: In 2023, OCEANR acquired its Latvian factory to improve wages, healthcare, and workplace culture. Staff retention is high; there’s a waiting list of seamstresses to join.
• Product: Every garment carries a QR code linking to a life-cycle analysis (carbon, water, miles travelled, number of makers). Materials include recycled polyester/nylon, organic cotton, hemp, and seaweed blends. VIP clients get repair & take-back services.
• Planet: OCEANR supports Plastic Fischer, removing ~25,000 kg of river/ocean plastic annually, and plants 300–400 mangroves every month. The company is a certified B Corp, validating practices across governance, workers, community, and environment.

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A resilient B2B engine… and a consumer brand ready to scale

While many labels start D2C then tack on corporate sales, OCEANR built the B2B engine first, a defensible base of recurring orders with high-signal partners:

• Luxury Hospitality & Destinations: Four Seasons properties, Necker Island, and other “barefoot luxury” clients seeking custom collections with in-room storytelling and on-site retail.
• Expeditions: A fully recycled Arctic jacket programme where every guest receives a performance piece with quantified impact.
• Healthcare & Construction: Colour-coded department uniforms for a leading Dublin clinic; hi-vis ranges that fund ocean-plastic removal, sustainability without greenwash.
• Sport & Culture: Partnerships generating world-class content, including Tom Brady’s Formula E team, with pop-up retail at global events (e.g., Yas Marina/Abu Dhabi GP in discussion).

To sharpen scalability, OCEANR is standardising around ~15 fabrics and ~40 templates across key industries, allowing deep customisation (artwork/colours/branding) without re-inventing manufacturing every time. An internal OCEANR ordering app moves designs straight to production, reducing friction for sales agents (including a new US network) and clients alike.

With production (~10,000 garments/month), supply chain, logistics, warehousing, design, and content already in-house, the brand is now poised to “switch on” D2C, using existing partners as launchpads and retail rails. Think: a premium “water-first” outdoor label with community at its core.

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Why Raise £6m Now?

Tom’s view: the foundations are built; now it’s time to scale with intent.

Use of funds (indicative):

• US growth: Expand the commissioned sales-agent network; support enterprise deals across hospitality/healthcare/outdoor.
• Consumer launch: Add a lean performance marketing pod under the CMO to drive e-commerce across Instagram, TikTok, and Meta, plus pop-up retail at partner events.
• Working capital & inventory: Shorter lead times and guaranteed service levels for tier-one partners.
• Tech & data: Enhance the LCA/QR system and client app for end-to-end traceability and re-order ease.
• Team: Recently added first CFO, CMO, and Sales Manager; funding extends runway to execute the next phase.

Round parameters: OCEANR is seeking £6m via Blue Earth Ventures to accelerate growth, scale D2C, and deepen its leadership in verifiable sustainable apparel.

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The Commercial Edge

• Value Over Catalogue: Unlike big brands that force clients into preset SKUs, OCEANR starts with brand identity and builds within scalable templates — combining premium fit/finish with custom storytelling and measurable impact.
• Premium Positioning: OCEANR targets the top 5% of the market in each vertical — where sustainability, quality, and guest experience align — avoiding race-to-the-bottom procurement cycles.
• Proof over Promises: Factory ownership, LCA per garment, and third-party impact partners shift sustainability from marketing to auditable reality.

Inspiration & Intent

Tom cites Simon Mottram of Rapha as a beacon for building community, craft, and culture around a lifestyle, the same ambition OCEANR brings to the ocean-minded world: gear that’s better for people and planet, with a brand that moves a movement.