Growing up, the ocean had a huge impact on my life. I surfed, I swam. Anytime I needed to feel inspired or to clear my head, I'd go straight to the beach.
So, when I moved to the big city I knew I'd need to find a way I could stay meaningfully connected to it.
In our spare time, co-conspirator Chris Joyce - Senior Creative (link), and I founded London Surf Co, the UK's first boutique urban surf brand.
London Surf Co was featured in the Sunday Times Style magazine and recognised across Europe for being an important catalyst in re-imagining the modern surf lifestyle.
It was important that the website reflected our brand values - simplicity, design-led functionality, and a more grown-up aesthetic to appeal to surfers like ourselves, bored of the cliche surf brands currently available in the UK.
We carefully curated a lifestyle led online store and began creating our own products and social events.
We worked closely with Photographer Liam Ricketts to capture the spirit of urban city living, and beach dreaming.