HoldFastX is a new campaign from Passion for Ocean, launching Fall 2025. Inspired by the old sailor’s tattoo “Hold Fast” and reimagined through pop culture, storytelling, and sea-crafted design. This initiative brings mental strength, personal dreams, and ocean connection into something new.
What is HoldFastX?
HoldFastX is a resilience campaign for a new generation. It connects young adults (18–35) to ocean identity, passion, community, and personal grit. Whether it’s a knitted mitten, a tattoo, or a world record attempt: Everything we do is about helping people keep going.
Campaign concepts
Resilience Masterclass: Imagine learning endurance from the best. World-record freedivers, Arctic explorers, ocean photographers, and storm-tested leaders.
- Li Karlsén: World-record holder for freediving under Greenland ice
- Christa Funk: Surf photographer & ex-Coast Guard
- Ella Hibbert: Arctic solo sailor (see below)
- Nina Jensen: CEO of REV Ocean and one of Norway’s most prominent ocean advocates.
- … and more.
The Mitten Project: Designed by artist Une Cecilie Oksvold, these wool mittens are a tribute to seafarer resilience and northern tattoo culture. A free pattern will be released in 2025. Want early access? [Sign up opens soon].
Ella Hibbert’s Arctic world-record attempt: 24th of May 2025, Ella Hibbert sets sail on a world record attempt: solo, non-stop, around the Arctic.
Why this matters
In a world of instability, climate anxiety and constant pressure, young people are craving something real: direction, belonging, the courage to try.
“Hold Fast” is a skill. And one we can train.
HoldFastX builds real-life grit through shared stories, bold symbols, and tools rooted in both science and tradition. The goal? To help young adults not just cope, but commit.
Get involved
Are you a brand, funder, creative or NGO working with youth, mental health, or the ocean? Let’s collaborate.
We’re building something that lasts. You can be part of it.
[Contact us] • [Follow @holdfastx]