A New Chapter with HoldFastX
Taste of Salt is proud to support HoldFastX; a new nonprofit campaign built around mental resilience, personal grit, and ocean-inspired culture.
The name comes from the old sailor’s tattoo: HOLD FAST, inked across the knuckles as a reminder to endure. HoldFastX brings that mantra into 2025 – through storytelling, mittens, and a digital masterclass in resilience, created with people who’ve lived it.
From Arctic explorers to surf photographers, freedivers, and frontline activists, the campaign brings together profiles like:
- Ella Hibbert: Currently attempting to become the first person to sail solo, non-stop around the Arctic
- Li Karlsén: World record freediver under the Greenland ice, and a leading voice in breathwork and mental strength
- Christa Funk: Surf photographer and former US Coast Guard officer.
- Nina Jensen: CEO of REV Ocean and one of Norway’s most prominent ocean advocates.
- ….and others who’ve built lives around challenge, ocean, and purpose
This summer, as part of the build-up, HoldFastX is joining Ella Hibbert’s Arctic expedition. The campaign logo is printed on her boat, and the iconic mittens are onboard. The journey is a true symbol of endurance, direction, and doing hard things anyway.
Taste of Salt now serves as a floating base for the campaign, supporting content creation, storytelling and more. HoldFastX prepares for full launch in fall 2025. around what it means to keep going when everything feels uncertain.
Follow @holdfastx to explore the profiles, tools, and stories behind the campaign.