Deep Dark Ocean
One of the world’s premier big wave locations, Mavericks, happens to be just thirty miles south of San Francisco. We were hired to launch an apparel line based on the spirit of the ominous reef break. Styled for the Northern California surf scene, our approach was to foster brand loyalty by creating an aesthetic that represents the core tribe of elite surfers that frequent the place. Mavericks is a legitimate phenomenon that can only be successfully promoted by respecting authentic surf culture.