James has had a diverse career, starting with Bare Sportswear where he played a pivotal role in establishing their operations in Malta.

After this initial stint, he joined Whites over two decades ago, transitioning into product development. Over the past three decades, he's taken on various responsibilities beyond product development, highlighting his versatility within the industry.

James's expertise extends to drysuits, where he is recognized as an authority on the materials used in their construction. His passion for diving fueled his specialization in this niche area of product knowledge.