01/03 · 0400–0800 · Eight bells at 0800
Morning Watch
First light, cold water, a clean face before the coffee.
Skincare & provisions for men · Est. 2026
Run a tight ship.
Three pieces, two minutes, morning and night. Honest formulas, every label a sea chart, a routine kept like a watch.
6 mStandard Issue
Three pieces. Every day. That's the whole secret.
Wash with Shipshape. Treat with True North. Finish with Squared Away. Two minutes, morning and night, and your face looks like you slept, even when you didn't.
$146 apart · packed in the Sea Chest
Standing order · Nº 1
You don't need twelve steps. You need three good ones, kept every morning and every night, the way a good ship keeps its watch. Wash. Treat. Finish. Then get on with your day.
You don't need twelve steps. You need three good ones, kept every morning and every night, the way a good ship keeps its watch. Wash. Treat. Finish. Then get on with your day.
12 mThe Ship
Every part of the ship is a part of you.
The Bridge is your face; the Crow's Nest, your hair; Deep Water, everything below the collar. Nine stations, each with its officer, its flag and its pieces. Pick a numeral.
Station ISwipe the ship · tap a numeral
01/03 · 0400–0800 · Eight bells at 0800
Morning Watch
First light, cold water, a clean face before the coffee.
02/03 · 2000–2400 · Eight bells at midnight
First Watch
The day comes off. What you put on now works while you sleep.
03/03 · Weekly · All hands
Sunday Muster
Once a week, the deep clean: scrub, shave, mask, and an hour to yourself.
The wardroom · nine officers
Every station has a man who answers for it.
IFace
The Admiral
The Bridge
“Hold your course.”→
IIEyes
The Watchkeeper
The Lookout
“See it first.”→
IIIBeard & shave
The Bosun
The Rigging
“Keep your lines clean.”→
IVHair & scalp
The Topman
The Crow's Nest
“Keep your head above it.”→
VBody & bath
The Diver
Deep Water
“Go under. Come up new.”→
VITreatments, balms & bars
The Steward
Provisions
“A well-found ship.”→
VIICandles & home
The Keeper
The Lamp Room
“Leave a light for the fleet.”→
VIIISets & gifts
The Navigator
Sea Chest
“Plot the course.”→
IXSamples
The Harbor Pilot
Pilot
“Try the water first.”→
Station V · Deep Water · Body & bath
Go under.
Come up new.
Washes, body serum, deodorant and bath salts. Everything below the collar, made to be used every day by a man who'd rather be in the water.
- ALL HANDS2-in-1 Hair & Body Wash · $34
- COLD FRONTPeppermint & Cedar Body Wash · $32
- SPICE ROUTEGinger & Cardamom Body Wash · $32
- QUARTERDECKLeather & Amber Body Serum · $42
70 mThe Charts
No two charts alike.
Every label wraps its bottle in a sea chart drawn for that bottle alone: its own coastline, its own soundings, its own position. Line the shelf up and you have an atlas.
Every chart, flag and instrument is drawn in code · soundings in fathoms
Nº 29First Commission
MIDDLE WATCH
Retinol & Peptide Face Serum
$54
First Watch
Nº 31First Commission
AFTERGUARD
Aloe & Tea Tree Face Gel
$36
Morning Watch
Nº 37First Commission
OLD SALT
Sandalwood Bar Soap
$22
Morning Watch
Nº 34
LEEWARD
Raw Shea Butter
$32
First Watch
90 mProvisions
A well-found ship.
The Steward
Flag Quebec: “My vessel is healthy and I request free pratique.”
What the ship takes on before a long passage: a retinol serum for the middle watch, a cool gel for after the razor, raw shea for the knuckles, and honest bar soaps in charcoal, sandalwood and eucalyptus.
See all Provisions110 mThe Quartermaster
Wear the badge.
The rope badge, the sail and the year: embroidered, printed and pinned. Established 2026.
The Quartermaster · issued, not sold
The badge goes to the men who earn it first: the Commission ranks unlock each piece.
Join the Commission
130 mThe Ship's Log
Twelve entries. Earn every one.
One for each officer, three for what you do at sea. Open a station, stand a watch, hoist your colors, join the fleet. Each one unseals a page.
12 entries
01/120800 · Morning Watch
The Admiral
The name on every bottle belongs to him. Agwe is the master of the sea: admiral of the waters and patron of everyone who makes a living on them. His colors are blue and white. He is greeted with salutes and offered coffee, cake and champagne on a small boat set out on the water. What we carry is our reading of him: a host, a standard, a calm hand on the wheel.
Hold your course.
03/120930 · Forenoon Watch
The Bosun
Every line on the ship answers to the bosun. He knows which rope will fray before it frays, and he keeps the deck so tight you could eat off it. His beard is the same: oiled, shaped, nothing loose. He carries a silver pipe on a chain and never raises his voice; he doesn't have to. A well-kept man is a quiet instruction to everyone around him.
Keep your lines clean.
11/122400 · End of the First Watch
Eight Bells
A watch is four hours, struck on a bell every half hour: one bell, two bells, up to eight. Eight bells ends the watch; the next man takes over and you go below. Sailors kept time this way for centuries, not for want of clocks but because a bell is a promise everyone can hear. You stood your watch. The ship is in better shape than you found it.
Eight bells, and all's well.
150 mYour Colors
Every letter is a signal.
Your initials, hoisted in the International Code of Signals. Make the sticker, the wallpaper, or have them printed on the lid of your Sea Chest.
Alfa · Golf · Whiskey · Echo
200 mThe Commission
Join as an Ensign. Leave a Commodore.
The Chandlery opens on commissioning day. Join the list now, bring other men aboard, and every friend who joins moves you up a rank and earlier in line.
Sunday, June 20, 2027 · 0800
- EnsignOn joining
- Lieutenant1 aboard
- Lieutenant Commander3 aboard
- Commander5 aboard
- Captain10 aboard
- Commodore25 aboard
The name
Agwe is the admiral of the sea. What we carry is our reading of him: a host, a standard, a calm hand on the wheel.