Our Story


Protect What You Love was founded in the small coastal town of Coral Bay on the World Heritage Listed Ningaloo Reef by ocean photographer Tom Cannon. 

Through photography we aim to show the raw beauty of a world both admired and misunderstood by many people around the world. Using our ocean experiences, we have drawn inspiration from our encounters with different marine life and interpreted it into the design of our clothing.

Protect What you Love blends simplistic hand drawn designs of iconic marine animals, with a profound message that resonates with all who share a love with the ocean, and ultimately want to help protect it.

For more information on our mission and the unique species we aim to protect follow the links in the main menu.