Our journey began in the Canary Islands, following in the footsteps of the original Santa Cruz.
A lot of luxury brands that we know today started from the military-industrial complex. Our focus is on the ones that influenced us.
The first printed shirt by the American Army Air Corps set the trend in fashion going forward.
Was also the designer and manufacturer of all the German and Italian uniforms.
This also set the trend for future runway fashion.
Originally created for military pilots and soon became a modern-day staple of everyday wear.
A former navy pilot and a surfing icon, introduced technologies that reshaped the sport, a legacy carried forward by his O’Neill brand.
At the same time in Hawaii, Norman Collins aka Sailor Jerry studied Japanese tattoo styles and incorporated them into his own, which influenced future generations in tattooing.
Along the beaches of Hawaii, as the American military established bases, American troops discovered surfing in the late 1930s and brought it back home. Twenty years later, surfing had become a national sport.
Inspired by surfing, and the desire to practice on land, skateboarding was invented.
If we combine all this history, we’re not a surf label, an urban label, or a high-fashion label.
We're a label in between them all.