An idea dreamt up by two brothers, who were raised on the water.
Surrounded by a local crew of surfers, fishermen, and divers, friends and family who all live that same lifestyle, the same values.
When there is surf, surf. When it’s flat, fish, or dive, and when the wind picks up, sail. Never get out of the water.
Inspired by and looking to highlight that local crew of hardworking, blue collar watermen, who let their actions speak louder than their words, let their time on the water speak for itself.
That heartfelt and authentic message resonated up the California coast, across the country, and overseas. Because it is not just a brand, it is a lifestyle and culture.
A lifestyle that has been around for generations and a culture that has been waiting for something to identify with.