Helly Hansen, returns with its iconic pledge to donate ten per cent of all UK online sales to its strategic charity partner, RNLI, during May.
Mayday is the RNLI’s biggest campaign which runs annually throughout May. The aim is to raise vital funds for the charity ahead of its busiest season: Summer – where the highest number of people are on or near the water, resulting in an increased risk of danger throughout the warmer months.
All donations made go towards the RNLI crew, ensuring they have the lifesaving resources to keep the public safe, including volunteer training, state-of-the-art equipment, professional-grade Helly Hansen protective clothing and critical safety education. The donations from Helly Hansen online sales throughout May include proceeds from sales of Helly Hansen’s newest kit for Summer 2026 – at no additional expense to the consumer. This includes the award-winning, Ægir collection, the brand’s most technical sailing range.
Emma Russell, Marketing Manager for Helly Hansen in the UK and Ireland, comments, “Together, Helly Hansen and the RNLI are committed to helping save lives at sea. The RNLI, a charity dedicated to preventing drowning, relies on donor contributions to fund its lifesaving work. That’s why we’re proud to support their Mayday campaign and as part of this partnership, Helly Hansen will donate 10% of sales fromwww.hellyhansen.com/en_gb during the month of May to the RNLI. So, the kit you buy online will help protect the RNLI’s lifesavers too!”
Helly Hansen has been outfitting the RNLI crews with professional-grade gear to keep them protected in all weather conditions, since 2018. The partnership continues to provide essential kit, vital fundraising and enhance the RNLI’s safety messages to help reduce drowning rates in the UK.
Steve Hulbert, RNLI Senior Commercial Partnerships Manager, adds, “Helly Hansen’s support for the RNLI has been unwavering since 2018 when they became the Official Clothing Partner. It’s not just supplying RNLI lifesavers with the kit needed to perform in all weather conditions, it’s a commitment to promote the work of the RNLI, share vital water-safety information and raise the funds we need to deliver our 24/7 service. Helly Hansen are truly part of our ‘One Crew’ philosophy, and every penny of their generous Mayday donation will go towards saving lives at sea.”
As part of the eligible sales, this year’s iconic sailing collection includes the new Ægir Ocean Smock Top, which features upgraded fabric and enhanced performance. Built to withstand even the harshest ocean conditions, the new Smock Top has been designed with feedback from ocean racing professionals, including round-the-world record-breaking sailor and Trophee Jules Verne winner, Thomas Coville.
Helly Hansen and the RNLI have been strategic partners since 2018, and are committed to working together to educate and influence those at risk of drowning. The organisations have also collaborated on a social video series to showcase the incredible work of RNLI’s lifesavers, including Asher Robinson, crew member at Tower Lifeboat Station – RNLI’s busiest lifeboat station in the UK – representing a new generation answering the call and protecting the London community enjoying the River Thames.
The campaign also shines a light on Dan Guy from the Eastbourne crew, where he is a volunteer, having previously been the station’s Mechanic and Deputy Coxswain.
He comments, “I joined the crew back in 1996 at 17 – the minute I was old enough, I signed up to the RNLI. It’s always been part of my family. My family’s involvement with the RNLI spans four generations and 112 years of service – my grandad, my dad, myself, my brother and now my daughter, Ellie has joined too. I even met my wife here when she was part of the crew! It’s a huge part of who we are, supporting the maritime community and helping people in times of need.
“I couldn’t be prouder to be part of the history of Eastbourne RNLI Lifeboat Station, and to carry on my family’s four-generation legacy of volunteering and saving lives at sea.”
To learn more about the Mayday appeal, please visit: www.rnli.org/SupportMayday.
The Helly Hansen collection is available to purchase online via www.hellyhansen.com/en_gb/.
