Where It Comes From

We didn't dream this brand up in a conference room. We lived it first.

Every design here started with something real. A moment. A saying. Something someone said that stuck with us and never left. Some of it made us laugh. Some of it still means something.

We grew up around older guys who could roast you without taking a breath. You learned fast: thick skin, or go home. That's where the Eye Rolls come from. You laugh because it's true, and the joke is always on us first.

Underneath all that was loyalty. The same people who gave you a hard time had your back. Loud shows. Road trips that never went to plan. Contests we showed up to on no sleep. Long rides home after a full day in the water. That's where the Love comes from.

The look comes from the same place. The movies we grew up on, the music we listened to, the shows we went to. We take the feeling, never the copy. Every line and every design is made fresh.

We don't chase trends or write slogans in a room. We try to only print lines that came from real life, and we keep telling the stories behind them.

Who It's For

This is for everyone in our lives: surfers, fishermen, skaters, singers, fighters, parents, coworkers, friends. And for the people who love them enough to buy them something that actually gets it.

The Shirts

The shirts are the same way. We use the highest quality we can find, the kind of shirt we'd wear ourselves. We all know what we grew up wearing, and we're not cutting corners on that.

Tell Us Yours

Your story matters here too.

Think of a moment, a saying, or something someone said that stuck with you since you were a kid. Something you'd love, or roll your eyes at, that you think everyone would get.

Send it to us. We read every message. If it's a good fit, we'll make it with you in mind.

By sending us an idea, you agree we may use it. We never use copyrighted or trademarked material.