Let the good times roll.

Growing up, surfing was a vibrant and expressive culture, filled with a diverse array of brands with their own unique graphic styles. From backyard board shapers to wax makers, many were eager to launch their own ventures. Each surfer had their own interpretation of what surfing meant, reflected in graphics that ranged from trippy and hippy to hard core and modern. This was a time when creativity flourished, where there were no strict rules, just an open canvas for everyone to share their vision.

Independent surf shops were abundant. Heading along the coast it was easy to identify the local shaper by the logos featured on the boards and clothing in the community. There was a genuine sense of pride in representing your local scene. However, as larger brands began to dominate, many of these smaller entities struggled to survive. The commercial realities of appealing to a global market meant that image and logos took precedence, leading to a decline in the diversity of graphics.

As someone who is passionate about both surfing and art, I deeply appreciate the originality of the graphics from that era. Handcrafted imagery conveys a depth of meaning that goes far beyond a simple logo. Just like in surfing, a range of styles and perspectives makes the experience richer and more inspiring. With this brand, I aim to showcase this spirit. I want to create a platform not just for myself, but for others to share their creativity as well. This is just the beginning, and I invite you to join us on our journey.

Founder and Artist - Tim Elliott