In this research-driven piece, I examine how a personal connection to the ocean - particularly through surfing - can foster more considered and sustainable consumption habits. Drawing on interviews, social media analysis, and secondary data, I explore how ocean-oriented lifestyles often lead to less frequent purchases, a preference for environmentally responsible brands, and deeper emotional connections with clothing.

This thesis was completed during my studies at RMIT University and submitted in June 2023, receiving a High Distinction. It remains the intellectual property of Isabella Freidin.