Sea Captain Saves Beachgoers Thighs in Fair Harbor’s Sustainable Clothing Campaign

Sustainable clothing brand Fair Harbor, ranked the #2 fastest-growing private retail company in America on the 2021 Inc 5000 list, today announced the launch of its first national campaign. The campaign seeks to raise Fair Harbor’s profile as an innovative maker of timeless, eco-friendly, and ultra soft apparel and drive sales of its signature swim trunks as Americans shift into vacation-planning mode this spring. 

Created in partnership with New York-based advertising agency Walrus, the campaign introduces a new Fair Harbor brand spokesperson, a sea captain whose obsession is saving beachgoers’ thighs from inferior mesh-lined swim trunks and the ravages of chafing.

“We felt an instant chemistry with the team at Walrus, who proved to be a highly collaborative, attentive, and agile partner,” said Caroline Danehy, co-founder and chief creative officer at Fair Harbor. “Walrus helped us think outside the box and stand apart from the rest of the category with a distinctive, entertaining concept. We can’t wait to see where our sea captain goes next.”

The campaign will be running on national TV across properties such as ESPN, Food Network, truTV, VICE, and Comedy Central. Supporting radio and OOH kick off nationally next month. Media for the campaign is being handled by Sound Communications. 

“The Fair Harbor sea captain was one of the first concepts we shared, and it instantly felt like the right approach for this particular brand and objective,” said Jillian Dresser, creative director at Walrus. “Our sea captain’s Moby Dick is essentially the uncomfortable chafing caused by competitors’ swim trunks, and we thought it was a perfect distillation of the brief.”

Beyond the matchless comfort of its signature swim trunks, Fair Harbor offers consumers the added peace of mind that their purchase is helping the planet. Fair Harbor’s signature beachwear is made from post-consumer recycled plastic bottles, and the company has recycled more than 20 million plastic bottles, thus preventing waste from entering waterways.