April 23, 2026
8 min read
The RNLI works to help save lives at sea, and we're trying to help their brave lifesavers by donating 10% of all UK online sales during the month of May.
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. As part of this partnership, Helly Hansen will donate 10% of sales from HellyHansen.com/UK during the month of May to the RNLI’s Mayday campaign. So, the kit you buy online will help protect the RNLI’s lifesavers too.
Mayday is a call for help. Usually, RNLI lifesavers answer mayday calls and go to rescue others.
This May, it's the RNLI who are asking for your help.
As the beaches fill up this Summer, their lifesavers will be at their busiest. With more people drawn to the water, more people will get into danger – it could be you, or someone you love or someone you don’t know, but in the same area as you. RNLI lifeboat crews and lifeguards need to be ready to answer the call for help at any time of day and that takes crew, lifeboats, kit, equipment and training.
The RNLI is a charity, funded by vital donations to keep brave lifesavers kitted out in the best possible protective clothing and trained to deal with these emergencies – and come home safe themselves. Every year in May, the charity runs its “Mayday” campaign to raise vital awareness for its work to save every life at sea and to raise money to fund the vital kit that will keep them safe, whatever the weather throws at them.
This year, our team have been speaking to some of the lifesaving crew who selflessly give up their valuable time to be on call to save lives at sea. Whether they’re Lifeboat Crew across the 238 stations around the UK and Ireland, volunteers in the shops, based in the charity’s Poole head office or raising awareness of the RNLI’s work, from their first shift to their 1,000th callout, we want to shine a light on these heroes…
Wearing our Yellows gives us that confidence – we trust our kit to keep us safe while we’re trying to save others. And when the public see us on a callout, there’s a real sense of respect from the community, which means a lot.
We’ve been meeting up with some of the incredible volunteers up and down the country to find out more about their roles, their experiences and why they are so committed to the RNLI. From Anstruther in Scotland, to the coastline of Eastbourne in East Sussex and across to the capital city of London, there is a diverse and vibrant array of wonderful volunteers who save lives every single day and are so proud to wear their Yellows, so we wanted to meet them…
“Yellows” is a term the crew use to talk about their kit. The professional Aegir collection from Helly Hansen, made bespoke for every member of the RNLI crew, onboard the All-Weather Lifeboats, and the E-class on the Thames.
Dan has been with the Eastbourne crew for almost 30 years, where he became station Mechanic and Deputy Coxswain at Eastbourne RNLI Lifeboat Station. A third generation RNLI volunteer, Dan’s Dad and Grandad were shore crew, along with his brother, and now his daughter has just joined the crew to begin her training.
“I joined the crew back in ’96 at 17 – the minute I was old enough, I signed up to the RNLI. I was born into it; 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. It’s a huge part of who we are, supporting the maritime community and helping people in times of need.
When I was a kid, I was always in Yellows. I just wanted to get onboard, help my community, make a difference and ultimately save lives. I went on to train as a Coxswain, and now I travel around the country supporting other stations, while still serving as an active crewmember at Eastbourne.
The RNLI has shaped so much of my life – I even met my wife here when she was part of the crew. And now, I’m incredibly proud that my daughter Ellie has joined too – unbeknown to me at first! I know the crew around her, and her Helly Hansen kit, will look after her – they’ve had my back for almost 30 years. Seeing her step forward to help others makes me hugely proud. The RNLI is a huge part of the Eastbourne community, and the local public are extremely supportive.”
Dan was also awarded the Bronze Medal for Gallantry in 2003 for a particularly challenging rescue in 2002. Of which, he is very proud, “Back in 2003, I was awarded the RNLI Bronze Medal for Gallantry following a particularly challenging rescue the year before. I entered the water for 25 minutes in freezing conditions to save a skipper’s life. At that time of year, being able to trust our kit and our training was absolutely lifesaving, and it’s something I wear with pride.
What’s always stayed with me is hearing that my dad – who was also on the Shore crew – told my mum afterwards that they ‘nearly lost him tonight’. And they nearly did. But I had the right kit, and the right training.
It’s emotional to talk about, and not something I revisit often, but I look back knowing we saved two lives that night. 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.”
Powering up to the top of the UK, Maisie and Mhairi joined the Scottish team as mother and daughter crew a year ago, in the small town of Anstruther. With generations of their family working in the fishing industry, Mhairi was keen to start volunteering close to the sea as she turned 40. Her daughter, Maisie, had also recently qualified as a lifeguard and wanted to build on these skills.
Mhairi:
“I’m a crew member currently training for my Tier 1, and I volunteer on both the inshore and all-weather lifeboats alongside my daughter, Maisie. I turned 40 last year and decided I wanted to challenge myself – Maisie really inspired me through her lifeguarding and her passion for the RNLI, and she gave me the push I needed to join her.
I’m very much a ‘go and do’ kind of person, so giving my time to help my community makes me incredibly proud. When the pager goes off, it’s probably the fastest I’ve ever seen Maisie move! It’s a real adrenaline rush, but you always have to think about your own safety first so you can do the job properly.
Wearing our Yellows gives us that confidence – we trust our kit to keep us safe while we’re trying to save others. And when the public see us on a callout, there’s a real sense of respect from the community, which means a lot.”
Maisie:
“I’ve always grown up by the sea - most of my family are fishermen, I’ve swum competitively for years, and I work as a lifeguard. Now being part of the crew at Anstruther RNLI Lifeboat Station feels like a natural step. Most of the time when I’m volunteering, my mum is right there on the boat with me. Coming from a family that lives and works on the water, it’s really important to me to give something back and help protect people enjoying the sea.
I always feel proud when I’m in my Helly Hansen Yellows – people recognise who we are, and we get so much support from the public. The crew here are amazing; no matter what we face, I know I can rely on them. It really does feel like an extended family.
My goal is to move into mechanics so I can support the crew in even more ways during a shout. Since joining a year ago, I’ve loved being able to help protect my community – especially with my mum out there with me too.”
The busiest RNLI station across all 238 stations, Tower is a unique station due to the intense, dangerous nature of the tidal river, with over 700 launches each year. Asher, a Tower RNLI Lifeboat Crew Member, joined the crew just a few months ago and already an active member of the team. Building on his career and passion as a powerboat instructor and RYA trainer, he joined the RNLI crew to support his local London community.
“I feel very fortunate in what I do – I run my own boating business on the Thames, and I live and work in the heart of London. Being in such a busy area, at the RNLI’s busiest station, there’s always someone in the community who might need help.
When I was younger, I didn’t thrive academically, so I found my path through outdoor and watersports activities, which really helped build my confidence. That grew into a genuine passion for being on the water – from running my motorboating business to now volunteering with the RNLI. When I saw an advert for volunteers at Tower Lifeboat Station, I applied straight away.
A few months ago, it was my first day on the water, learning about the RNLI’s ethos, its incredible history, and the training involved. Putting on the Yellows for the first time was an amazing moment – I felt really proud of what it represents, knowing I was becoming part of something much bigger than myself, and carrying on a legacy of saving lives at sea.
Since joining five months ago, we’ve had our fair share of classic British weather. Thankfully, the all-weather Yellows – from the Helly Hansen offshore jacket to the insulating midlayers and warm baselayers – have kept us protected throughout the winter. That said, I am definitely looking forward to summer.
Volunteering your time is incredibly fulfilling. Being part of the crew at Tower Lifeboat Station brings a real adrenaline rush, but more importantly, it feels great to be able to help others. I’m proud to support the community on the River Thames, and if anyone is thinking about volunteering, I’d say go for it.
What I really value is that while I’m quite experienced in other areas of my career and often mentor others, my time with the RNLI puts me back in a position where I’m constantly learning, gaining invaluable training, and playing a part in helping to save lives.”
Helly Hansen and the RNLI are committed to helping to save lives at sea, together. The two organisations entered into a strategic partnership in 2018, with HH being the Official Clothing Supplier to the charity, providing the very best, protective kit to the charity’s volunteers and employees. The RNLI relies on contributions from donors to fund its lifesaving work – and Helly Hansen is proud to support the annual Mayday campaign.
You can also answer the RNLI’s Mayday call simply by shopping with Helly Hansen. As part of our partnership, Helly Hansen will donate 10% of sales during the month of May from www.HellyHansen.com/UK to the RNLI’s Mayday campaign. So, the kit you buy online will help protect the RNLI’s lifesavers too.
Learn about the RNLI, the RNLI’s Mayday campaign and the volunteers who need your support, here www.rnli.org.
If you want to help fund the amazing work of the RNLI, please get involved.
THE ROYAL NATIONAL LIFEBOAT INSTITUTION (RNLI), a charity registered in England and Wales (209603), Scotland (SC037736), the Republic of Ireland (CHY 2678 and 20003326), the Bailiwick of Jersey (14), the Isle of Man (1308 and 006329F), the Bailiwick of Guernsey and Alderney, of West Quay Road, Poole, Dorset, BH15 1HZ.
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