Jono Ridler's on a record-setting journey to swim the 1350km length of the North Island's east coast.

The journey is expected to take 90 days to complete, and he's doing it all unassisted, meaning it's all done in togs, cap and goggles with no wet suit in sight. 

Live Ocean co-founder Blair Tuke is heavily involved in Ridler's journey and he says he's covered over 550km so far as he reaches the Bay of Plenty.

"In a week, he'll be halfway, so he's going really nicely...it's just an incredible human endurance feat that he's taking on."

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