At Niya we celebrate stories rooted in tangible impact, and Protect The West Coast is exactly that — a grassroots South African environmental non-profit fighting to protect one of the country’s most remarkable coastal regions from destructive and poorly regulated mining activities. Their mission is clear: defend the natural and cultural heritage of the West Coast so that the land, the sea, and the communities that depend on them can thrive well into the future.
The Story Behind the Movement
Protect The West Coast was founded in 2020 by a group of concerned citizens — including scientists, journalists and legal professionals — who saw a fragile and biodiverse coastline increasingly threatened by mining. One of the driving forces behind the organisation is Mike Schlebach, a Cape Town–based surfer and entrepreneur whose personal experience of being cut off from familiar beaches by mining infrastructure prompted a deeper commitment to protect the coast through legal and public action.
Under Mike’s leadership, alongside co-founders, Protect The West Coast works to ensure that mining on the West Coast is lawful, transparent and respectful of the environment, local economies and traditional fishing communities. Their approach combines legal challenges, public participation tools, media engagement and community partnerships to hold both mining companies and authorities accountable.
What’s at Stake Along the West Coast
Stretching from the Orange River to Cape Columbine, large parts of the West Coast have already been mined or remain under threat. Mining for diamonds and heavy mineral sands has far-reaching consequences — putting ecosystems, biodiversity, coastal access, tourism livelihoods and First Nations heritage sites at risk. Many mining rights were granted decades ago and extended with limited public input or modern environmental oversight, leaving sensitive areas vulnerable.
Legal Wins and Growing Momentum
Despite these challenges, Protect The West Coast has secured important wins. A landmark out-of-court settlement with diamond mining company Trans Hex resulted in mining being prohibited around key sections of the Olifants River estuary, including the shoreline and up to 500 metres offshore, alongside stronger environmental conditions and community consultation requirements.
The organisation has also developed innovative tools like Ripl, a digital platform that makes it easier for South Africans to review and respond to mining applications. By simplifying public participation, Protect The West Coast is helping more voices be heard in decisions that shape the future of the coastline.
Protect The West Coast has grown into a powerful voice for environmental protection — combining legal action, public awareness and community engagement to defend one of South Africa’s most culturally and ecologically significant regions.
What we love most is that their mission doesn’t stop at advocacy — it’s woven into everyday objects you can actually use. Their merchandise is practical, well-designed, and created to help fund the work that keeps this coastline wild.
At Niya, we’re drawn to products that carry a story quietly. The Protect The West Coast range does exactly that.
Bags With a Bigger Purpose
Protect The West Coast Backpacks
These backpacks are built for real life — commuting, travel, weekends away, and everyday carry. Made from upcycled billboard material and fabric from the advertising industry, designed with durability in mind, they strike a balance between rugged and refined.
Why we love them
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Practical size for daily use or short adventures
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Strong, hard-wearing materials being given a second life
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Clean branding that lets the message speak for itself
Each backpack purchase directly supports Protect The West Coast’s conservation and legal work, making it a piece you can feel good about carrying every day.
Protect The West Coast Tote & Utility Bags
Simple, versatile and endlessly useful, these bags are designed for markets, errands, beach days and travel.
What makes them special
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Sturdy construction from upcycled materials built for repeated use
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Minimal, coastal-inspired aesthetic
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A meaningful alternative to disposable bags
They’re the kind of bag that quietly becomes part of your routine — and reminds you why protecting wild places matters.
Half Moon Bag
Made from repurposed sails and vinyl, the Half Moon Bag combines form and function in a versatile everyday tote. Its ample interior makes it ideal for market runs, work or travel. The design is minimal yet eye-catching, embodying the spirit of coastal simplicity and robust utility.
- top edge zip opening and internal slip/phone pocket
- back slip pocket with zip closure.
- adjustable webbing strap
- interior lined with repurposed poly twill.
This is a bag you’ll reach for again and again — and each sale directly contributes to protecting natural places, not just carrying your essentials.
Supporting Pieces We Love
Washed Cotton Cap
A relaxed, everyday cap that feels at home outdoors or in the city. Made for sun-soaked days, with understated branding that aligns perfectly with Niya’s aesthetic.
Why it works
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Comfortable, broken-in feel
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Easy, unisex styling
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A subtle way to support a powerful cause
Organic Cotton T-Shirt
We’ve selected one core T-shirt style from the range — a versatile, organic cotton tee that’s easy to wear and easy to layer.
Key details
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Made from 100% organic cotton
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Artwork by Cape Town tattoo artist Ninja Bread Boy
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Designed to last beyond trends
Every wear of your T-shirt helps fund environmental protection along South Africa’s West Coast.
Why We Love PTWC
Protect The West Coast merchandise aligns deeply with what Niya stands for:
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Conscious consumption
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Products with meaning, not noise
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Supporting South African organisations doing real work
Rather than novelty items, these are well-made essentials that quietly contribute to something much bigger — the protection of a coastline that many of us know, love, and want to see preserved for generations to come.