A whale entanglement rescue
turning tragedy into triumph
In partnership with the World Cetacean Alliance.
On September 21st, 2023, a distressing scene unfolded in Algoa Bay, South Africa — a humpback whale, exhausted and entangled in fishing gear, was fighting for its life.
Sadly, this isn’t an isolated incident. Every year, hundreds of thousands of whales, dolphins, and porpoises are trapped in “ghost gear”—lost or discarded fishing equipment that drifts through our oceans like a deadly web. Many of these magnificent creatures face slow, agonising deaths as a result. The tragedy of ghost gear is that it’s often preventable, yet it continues to claim the lives of countless marine animals.
On that day, it was the keen eyes of the Raggy Charters crew that spotted the entangled whale off the coast near St. Croix Island. The whale, a juvenile humpback, was struggling under the weight of heavy plastic ropes, which were cutting into its flesh. Two large orange buoys, a small yellow buoy, and a huge amount of 20mm nylon cable were attached to the whale’s Fluke (the base of the caudal fin, where the strong swimming muscles of the tail are found). If left in place, this gear would have slowed the whale’s movements, preventing it from feeding properly, and ultimately led to a slow, painful death.
The rescue operation, led by the South African Whale Disentanglement Network (SAWDN), took hours of painstaking effort.
A dedicated team of trained specialists, supported by NSRI, worked tirelessly to cut through the thick ropes.The operation was dangerous and complex, involving multiple rescue boats and a coordinated team. But thanks to their skill and perseverance, the whale was finally freed and swam away, shattered but alive.
The ghost gear that ensnared the whale was recovered and through the collaborative links with the World Cetacean Alliance (WCA), made its way to Waterhaul, where we saw an opportunity to create something unique from this near-tragedy. This rescue inspired us to feature it in our Rescue to Recycle Campaign—an initiative that transforms harmful marine debris into products that drive change and support ongoing conservation efforts.
ONE YEAR LATER...
This year, on the 1 year anniversary of the incredible rescue, we're launching a series of limited edition products, including:
- Limited edition Sunglasses crafted from the very ghost gear that nearly claimed the life of the Humpback Whale.
- Limited Edition T-Shirts and
- Signed copies of the book 'How to Speak Whale: A Voyage into the future of Animal Communication' by Tom Mustill.
You can also donate directly to the World Cetacean Alliance, and every purchase or donation will be entered into a special once-in-a-lifetime prize draw, where you can win the opportunity to offically name the whale.
EXCLUSIVE FOR OCEAN HEROES:
Limited Edition items to help whale conservation
Waterhaul x WCA Sunglasses
Our limited-edition sunglasses are more than just a fashion statement—they’re a symbol of resilience, survival, and the fight against ocean pollution.
Every pair is 100% crafted from the very ghost gear that nearly claimed the life of the juvenile humpback in Algoa Bay. These sunglasses carry a story of hope and transformation, turning something deadly into something that can make a difference.
Key Features:
Frames made from 100% recycled ghost gear recovered from the entangled whale, with no other plastics used.
Polarised Mineral Glass+ Lenses offering the highest optical clarity, scratch resistance, and full UV protection. These lenses are crafted by Barberini, a world leader in optical quality.
Coordinates of Algoa Bay where the rescue took place are etched onto the inside of each frame, a constant reminder of the whale’s rescue and the origins of the material.
A unique unboxing experience that reflects the story behind the sunglasses. The sustainably sourced, UK-made packaging features ventral pleats reminiscent of a whale’s underbelly, and a striking yellow hue inspired by the buoys recovered during the operation. Each package is as unique as the glasses it contains.
Classic Wayfarer Style designed to suit a wide range of face shapes.
Hand-drawn Imagery by artist Rachel Brooks, depicting the dramatic rescue, included in the booklet and on the case and packaging.
Certificate of Authenticity featuring the limited edition number, ensuring each pair is one of a kind.
Booklet detailing the entire rescue operation, the transformation process of the ghost gear, and the impact that purchasing these sunglasses will have on future conservation efforts.
Support for Marine Conservation: With every pair of sunglasses sold 33% goes directly to the WCA and its partners, supporting further whale rescue efforts. Every purchase and donation will see you also entered into a once-in-a-lifetime opportunity to officially name the whale.
Limited Edition T-Shirt
Our limited-edition T-shirt is a piece of wearable art, designed to keep the story of the whale’s rescue alive and to raise awareness of the devastating impact of ghost gear.
Created in collaboration with Scottish marine wildlife artist Rachel Brooks, this T-shirt is more than just clothing—it’s a canvas for a cause.
Key Features:
Exclusive Design: The artwork on the T-shirt illustrates the rescued whale, capturing its struggle in a powerful visual narrative.
High-Quality Material: Made from sustainable, organic cotton, the T-shirt is soft and unique. They're printed to order using water based inks one at a time and in real time, so there’s no waste from over-stocked designs and sizes. What is made is only what people need, when they need it. When they are no longer wearable, each product is designed to be sent back and the material reprocessed, respun and made into new products. This is how we're taking sustainable print on demand to the next level, so anyone can join the circular economy fashion movement. You can find instructions on how to do this inside every product on the washcare label.
Support for Marine Conservation: With every T-Shirt purchased 20% goes directly to the WCA and its partners, supporting further whale rescue efforts. Every purchase and/or donation will see you entered into a once-in-a-lifetime opportunity to officially name the whale.
Limited Edition Eyewear Strap
The eyewear strap in our Rescue to Recycle range is a thoughtful addition to the campaign, designed with the same attention to detail and commitment to the cause.
Key Features:
Unique Yellow Colour: The strap’s distinctive yellow is inspired by the buoy recovered during the whale’s rescue, a small but poignant reminder of the event.
Bespoke Beading: Featuring the WCA logo, the beading on the strap symbolises our partnership and shared commitment to ocean conservation.
Functional Design: Adjustable to fit any pair of sunglasses, this strap is perfect for adventurers who want to keep their eyewear secure while making a difference.
Support for Marine Conservation: With every strap sold 20% goes directly to the WCA and its partners to support further whale conservation efforts. Every purchase and/or donation will see you entered into a once-in-a-lifetime opportunity to officially name the whale.
MEET OUR PARTNERS
World Cetacean Alliance
The World Cetacean Alliance (WCA) is the world’s largest marine conservation partnership working to protect whales, dolphins, and porpoises across the globe. By uniting and empowering organisations, individuals, and communities, the WCA aims to support responsible marine tourism, reduce ship strikes and bycatch, and eliminate ghost gear from our oceans.
Their mission aligns perfectly with our campaign’s goals, and their expertise ensures that the funds raised from our limited-edition products are used effectively to protect marine life.
"Entanglement is one of the biggest threats facing whales today, but we can make a difference by working together to ensure the ocean becomes a cleaner, safer place for them. As an international NGO, we know that it's the work of our partners on the ground that is key to protecting these incredible animals. By partnering with Waterhaul, we can turn this dangerous waste into donations that support community conservation globally. We hope that everyone who purchases a pair of these sunglasses, or receives them as a gift, will connect with the story of where they came from and follow our rescued whale on their journey around the world!”
- Sophie Lewis, CEO (interim)
Raggy Charters
This WCA Partner and responsible whale watching company not only witnessed the entangled humpback but also played a crucial role in initiating the rescue operation. Their vigilance and quick action made the disentanglement possible. Raggy Charters is a permit holder for responsible marine wildlife tour activities in Algoa Bay, South Africa, which was designated as a Whale Heritage Area by the WCA in 2021. A link to their petition to help reduce the threat from existing fishing gear is included below and we would love if you could take a second to sign the petition.
Make a donation to the WCAView Limited Edition SunglassesSign the petition
"We encounter whales in distress far too often—entangled in discarded nets and even live gear from unsafe fishing practices, struggling to survive.. By turning this waste into high-quality products, we're not just cleaning up the mess; we're creating a sustainable way to fund our conservation efforts. Every purchase supports our mission to protect these incredible creatures, allowing us to expand our reach and make a greater impact. It's a cycle of giving back to the ocean, and it's vital for the future of our marine life."
- Lloyd Edwards, Owner
Tom Mustill
An award-winning filmmaker, environmentalist, and ambassador for the World Cetacean Alliance, Tom is known for his powerful storytelling that bridges the gap between nature and humanity. His work, including the viral short film "The Whale Who Saved Me," has inspired millions and brought critical attention to the plight of marine animals. Tom’s support of our Rescue to Recycle Campaign is a testament to the impact we can achieve together.
Make a donation to the WCA"Rescuing ghost nets and turning them into something new isn't just about cleaning our oceans—it's about giving whales a fighting chance to thrive. Every net we remove is one less threat to these magnificent creatures, and every piece we recycle is a step towards a future where they can swim free from harm. Our oceans and their inhabitants depend on us to act, and through initiatives like Rescue to Recycle, we're proving that innovative solutions can make a real difference."
- Tom Mustill
Happywhale
This innovative project tracks and identifies whales through citizen science, connecting people with marine life.
Happywhale has generously offered to allow anyone who purchases an item or donates to be entered into a special draw to name the whale we rescued—a unique way to contribute to its story and ongoing survival. The whale was last spotted in December 2023, 3 months after its rescue, free of ghost gear.
These photos were expertly taken by Dave Hurwitz off Cape Point. The whale was identified as being the same rescued in September 2023 thanks to the unique pigmentation patterns on the the tail fluke, in combination with the shape and size of the fluke.
HOW YOU CAN GET INVOLVED
Our Rescue to Recycle Campaign is more than a fundraiser; it’s a call to action.
By supporting this campaign, you’re not just buying a product—you’re becoming part of a movement. Together, we can reduce the deadly impact of ghost gear on our oceans and ensure that future generations inherit a cleaner, healthier planet. Keep up to date with the rescued whale’s journey, the impact of our campaign, and our ongoing efforts by following our latest updates on this campaign page.
Here’s how you can make a difference:
Purchase Limited Edition Items:
Every sale of our sunglasses, T-shirts, and eyewear straps directly supports the WCA’s efforts to rescue and protect marine life.
Make a donation
If you’re not in the market for new sunglasses or a T-shirt, consider making a direct donation to the WCA here. Every purchase and donation will see you entered into a once-in-a-lifetime opportunity to officially name the whale.
Make a donation
Spread the word:
Share our campaign with your friends, family, and social networks. Post on socials using #Waterhaul and #RescuetoRecycle
View Limited Edition SunglassesView Limited Edition T-ShirtView Limited Edition StrapFURTHER RESOURCES
The impact of ghost gear: What it is and how to take action
We've probably all come across ghost gear without even realising it. Strolling along the beach, we might spot a tangled mess of ropes or fragments of fishing nets washed ashore, often mistaken for harmless debris. However, these remnants of lost or discarded fishing gear, known as ghost gear, are far from harmless. They pose a significant threat to marine life and ecosystems.
Read more
Do beach cleans actually tackle plastic pollution?
In a world of seemingly endless negative news surrounding the plastic pollution crisis in our oceans, our local beach cleans and litter picks can often feel insignificant when compared to the global issue. However, a recent study in Norway has sparked hope for litter pickers and beach cleaners globally.
What does 'polarised'
mean when it comes to sunglasses?
You will have heard of the term ‘polarised’ used before when we talk about our sunglasses, but what does polarised actually mean?
Learn more about Waterhaul's polarising sunglasses, and what to look out for when choosing your new pair of sunglasses here!
