Driving Passion and Adventure: Meet the Pioneer Behind G.O.Y.A. Adventures

Meet Craig Dutton who, with his wife Cheries, are steering the wheel of G.O.Y.A. Adventures. Hailing from South Africa, their 20-year passion for Land Rovers and adventure has manifested into a brand that fuses their love for exploration with the iconic vehicles.  

In 2012, Craig and Cheries orchestrated the first-ever ‘Landy Festival’ in South Africa, an event that rallied over a thousand Land Rovers for a world record attempt. The festival's triumph transformed it into an annual celebration, a testament to their ability to foster a community united by their shared passion.  

Their journey traversed continents in 2016, leading them to the UK —a new chapter filled with diverse landscapes, thrilling adventures and culminated in G.O.Y.A. Adventures. Bringing camping and exploration to every guest, their call is to "Get Off Your Arse," and embark on a journey that's fuelled by the spirit of discovery.   

Earlier this year, we had the chance to experience a G.O.Y.A. adventure of our own and had the chance to talk to Craig and learn more about his ideas, passions and lifestyle...  

What’s your definition of the word Pioneer?  

A pioneer is someone who breaks away from the norm and ventures into unknown territory. He'll lead by example and is driven to add value to the world around him.  

Tell us your story. How did you begin your career and what led you here?  

The reason I started G.O.Y.A. is because adventure is a part of my life. I get outside, I camp and fish and, more importantly, I want people to experience what I do and enjoy being out in the wild. I get a huge kick out of showing people new things. Life is more about showing, teaching and sharing than taking and building and owning. When you’re teaching someone how to throw a fly line and they get that ‘aha’ moment when it kicks in, it's so awesome. You never forget that feeling.  

The name G.O.Y.A. comes from the phrase “get off your arse”. I was on a kayaking trip on the Zambezi River in Zambia and a guy on the trip kept saying it. I thought it was such a cool and expressive name and that's how I live my life. You just get off your ass and do stuff.  

Get Kitted Out...

Can you share your perspective on the growing awareness towards sustainability?  

I've really begun to understand how important the sustainability aspect of our world is. Sustainability is not just about the environment, it's about the whole planet. We all need to play a little part in sustainability. It’s everything from making sure that we don't waste food or use single-use plastics to trying our best to buy locally. Sustainability comes down to even the clothes that you buy. It’s always better to buy one really good garment rather than ten rubbish ones because of those ten – most will end up on the dump.  

Explore Craig's Style...

What is your favourite piece from the &SONS Collection? 

When it comes to clothes, the type of clothes I wear, I always layer up. My favourite shirt is the Yukon shirt. It's so hardwearing, it's so tough. It's unbelievable. I've definitely got my eye on that Weston jacket. I can’t wait to get one. I think it'll be a great fly-fishing jacket as well because it's got multiple pockets.  

What is your favourite album, artist or Spotify playlist?  

I like a pretty wide range of music and it really depends on the mood I’m in. Sometimes when I'm driving, I'll be listening to Dire Straits. When I'm flying my go-to music is counting crows, and yet when I'm having a barbecue at home, I might put on some 70s or 80s mix, but I do like all music. 

Start Your Adventure With These Garments...