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Elusive is an apparel brand founded in 2006 from a love of the ocean, surfing and the great outdoors.

From those chilly dawn sessions to balmy Indian Ocean perfection, we've got you covered.

We'd like to say we've created a lifestyle, keeping us in touch with the things we love.


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Maldives locals recognise the impact of plastic pollution

Nick Clewer

The island of Thulusdoo is a tropical paradise nestled within the North Male atoll of the Maldives. Those surfers will instantly recognise the world class waves of Cokes and Chickens that break in close proximity to the island, one of the reasons why this island has become a popular year round destination for surfers and water enthusiasts.

Although what at first appears to be an idyllic paradise, it has not escaped the impact of the thousands of tons of plastic waste that ends up in the world’s oceans. Endless bits of plastic washed up on the pristine sands, just meters away from an abundant sea life, that includes turtles, dolphins, sting rays and hundreds of fish species.

Although all is not lost, I was witness to and happy to participate in the islands FIRST EVER beach clean. A group of conscious locals supported by a few local businesses have taken it upon themselves to clean up in an order to protect their precious environment. Following this clean all plastic is shipped to the nearby capital of Male where a plastic recycling centre has been set up.

It’s early days but you could clearly see the genuine enthusiasm knowing that this project and others like this will grow. It’s all our responsibility to ensure we eradicate this problem and if you are fortunate to visit these or other islands like this, show your support and give them a hand, you’ll be greeted with a big smile and they definitely require all the help and support available. Big shout out to for supporting this clean.


Maldive beach clean.jpg

Elusive partners with One Tree Planted

Nick Clewer

We are pleased to announce that every product sold now plants 1 tree through our partnership with One Tree Planted.

One Tree Planted started in 2014 is a non-profit based company. They work with amazing reforestation organizations around the world that need financial support to help them get more trees in the ground.

Their mission is to make it simple for people to help the environment. Visit to find out more.

photo: Guatemala project

photo: Guatemala project