Less than a month after a devastating fire destroyed its historic Brookline dive centre, East Coast Divers has launched a new apparel collection designed to help fund its recovery while giving supporters a way to show their backing for one of New England’s best-known dive businesses.
The Project Phoenix collection features branded T-shirts, hoodies and other merchandise, with proceeds helping support the company’s rebuilding efforts following the May 28 fire that destroyed its retail store, classrooms, service department and rental inventory.
The launch marks another step in the recovery journey for the Massachusetts dive centre, which has continued teaching courses, servicing equipment and running dive trips despite losing its storefront.
As The Scuba News previously reported, the three-alarm fire triggered a series of compressed gas cylinder explosions that complicated firefighting efforts and caused extensive damage to the building. Around 60 firefighters responded to the incident, while East Coast Divers staff went door-to-door evacuating residents from apartments above the shop. Fortunately, no serious injuries were reported, although one employee suffered minor burns and a firefighter sustained a hand injury.
Investigators believe the fire originated at the rear of the building before spreading throughout the dive centre. The cause remains under investigation by Brookline fire investigators and the Massachusetts State Fire Marshal’s Office.
Co-owner Nick Fazah previously estimated the business lost more than US$400,000 worth of equipment just as the busy summer diving season was beginning.
Despite those losses, East Coast Divers has continued operating by relocating key services and relying on support from the wider diving community. Other dive centres, instructors, university dive programmes and industry partners have provided classroom space, equipment, boats, warehouse facilities and logistical assistance to help keep training and trips running.
The new Project Phoenix merchandise reflects the resilience that has characterised the business since the fire. East Coast Divers says the collection allows divers to directly support the rebuilding effort while celebrating the community that has rallied around the 50-year-old dive centre.
Visitors to the company’s website are currently greeted with a notice explaining that while the retail storefront remains closed, East Coast Divers is still open for business. Classes, equipment servicing and dive travel continue, although rental equipment remains temporarily unavailable while the company rebuilds its inventory.
The launch follows a successful community fundraising campaign that has already attracted hundreds of donations from divers across New England and beyond.
Founded in 1974, East Coast Divers has introduced thousands of divers to the underwater world over the past five decades and remains one of the Boston area’s most established dive centres. The Project Phoenix initiative serves as another reminder that, while the building may have been lost, the community behind it remains very much alive.
Those wishing to support the recovery can purchase Project Phoenix merchandise through the East Coast Divers online store.
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