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WhiteTag creator Kent Stannard grew up on the edge of Bass Strait's wild coast in southern Australia, a harsh and unforgiving environment battered by winter swells and seared by summer sun. This coast produces hardy surfers who navigate wild seas and the full gamut of weather, the waves are plentiful and the waters are home to a diversity of creatures.


Whitetag was established after many discussions with other coastal users. "Finding clothing that served our lifestyle was impossible. I set about creating garments for more discerning ocean users - surfers, divers, fisherman, and sailors, - that could withstand the tough environments we inhabit. I also wanted to contribute to the care of our marine environment".

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"I had lived and worked on Bass Strait's Flinders Island for a number of years and experienced how harsh yet beautiful the Southern Ocean could be. It was my friendship with surfing legend Wayne Lynch that led me to draw on my experiences around the southern coasts and the Bass Strait Islands.  He introduced me to Patagonia's model of 1% For The Planet which gave me the inspiration for both

White Tag and Tag For Life".​ 


A coastal brand is born.
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WhiteTag acknowledges the Traditional Owners of country throughout Australia and recognises their continuing connection to land, waters and culture. 

We acknowledge that these lands were stolen and sovereignty was never ceded. We pay our respects to Elders past, present and emerging.

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