Our first wave began in 1972 in Southern California when Jim Jenks brought the surf lifestyle to the graphic tee. This ignited a passion for more casual-yet-unique styles, and a global brand was born. Comfortable, colorful, sunshine-ready clothes and accessories dominated the surf scene in the 70’s and 80’s. Fusing fashion, sports, music and art with beach culture, our corduroy and board shorts were (and still are) a cult favorite and every surfer had a pair. The evolution continued and we became a brand for all.