Those who have advocated for anything in their lives know that being an advocate means being "all-in," and there is no middle ground or tepid stance. Thierry Birles has practiced this mindset all his life because he knows that once you advocate for something, your resolve needs to be as immutable as the rising and setting of the sun.
Thierry Birles understands that being an advocate is all about accepting everything around you, understanding how the fundamental forces move things, and finding a way to remain steadfast in your advocacy despite all the challenges. As someone who has roamed the world on the deck of a yacht, he is intimate with this fact. "The sea doesn't care if you're a billionaire or a deckhand," Birles notes, "Out here, all that matters is respect—for the water, the craft, and the traditions."
His philosophy has transformed Thierry Birles from a simple sailing enthusiast into one of the most influential voices in maritime heritage preservation. This philosophy has also allowed him to help others as the yachting industry faces dual pressures: criticism over its environmental impact and a generational shift away from the pastime's perceived elitism.
Years at sea have taught Thierry Birles the truth about the industry he works in: "People often misunderstand that yachting isn't inherently about excess—it began as pure practicality and evolved into an art form."
It is this time at sea that puts weight in his words when he compares the nuances of the sea to his business proficiency. Thierry Birles speaks with the wisdom of someone who has experienced the industry from every angle. He has worked as a yacht captain, naval architect, maritime historian, and advisor to some of Europe's most prominent yachting families. Throughout these roles, he has witnessed the industry's transformation—from the simple sailing culture of the 1980s to today's world of 100-meter superyachts with helipads and submarine garages.
"The heart of sailing is all about self-reliance, problem-solving, and harmony with natural forces," Birles points out. "These are values worth preserving, especially in an age where technology makes everything instant and effortless." This perspective has made Birles an outlier in Monaco's yachting community, where he advocates for sustainable practices and cultural accessibility.
Having witnessed firsthand the comings and goings of trends related to his industry, Thierry Birles understands what it takes to stay afloat. "If we want these traditions to survive, we must pass them to new generations—and not just to the children of existing yacht owners," Birles stresses. "The first time some of these young people step onto a sailing vessel, you can see their perspective change entirely. The ocean becomes something they have a relationship with, not just a backdrop for holiday photos."
As a supporter of sustainability, his ideas clash with those who prefer to ignore such concerns to ensure their seagoing vessels are top of the line in every aspect, even if it means it is an environmental disaster. "A wooden boat built a century ago can be repaired indefinitely, with each generation adding their craftsmanship to its story," Birles explains. "That's true sustainability—not just reducing emissions, but creating objects meant to outlive us."
In an industry often defined by conspicuous consumption, Thierry Birles has become an unexpected authority by advocating for a different definition of luxury—one that is centered on craftsmanship, history, and purpose rather than ostentation.
"The most meaningful luxury isn't about how much something costs, but how much meaning it carries," Birles argues. "A hand-crafted wooden sailing yacht representing five hundred years of accumulated knowledge is infinitely more valuable than a mass-produced composite vessel, regardless of size or amenities."
Several prominent fashion and luxury goods companies have approached Birles about collaborations, seeing in his work a parallel to their struggles. Last year, he consulted on a major fashion house's collection inspired by traditional sailors' garments, insisting that a portion of proceeds fund maritime education programs.
As sustainability concerns increasingly influence consumer choices, Thierry Birles believes traditional maritime culture offers valuable lessons. "What's more sustainable than knowledge and skills passed through generations? What's more authentic than crafts that evolved to work in perfect harmony with natural forces? These aren't just quaint traditions—they're solutions to very modern problems."
