THERE ARE NO RULES

So, when I kicked off this brand, I had no real clue what I was aiming for. I knew I liked “fashion”—or whatever you want to call it—but my big idea back then was basically, “Let’s come up with some viral brand idea.” Looking back, I think I secretly wanted it to mean something serious from the jump, but I was too young to get what that even entailed. I didn’t quite grasp the distinction between fashion and just another Instagram brand. Slapping designs on blank tees? Anyone can do that. Does it serve a purpose? Sure. Can it be cool? Absolutely. But for me, it didn’t feel like enough.

I’ve always been obsessed with the big streetwear players—Supreme, Stüssy, Palace, Noah. Those names were everything to me. Still are. But for the longest time, I didn’t get why they hit so hard. It’s not just about the clothes—it’s the culture, the identity, the whole vibe they build. They’re not selling you a hoodie; they’re selling you a piece of something bigger, something you feel in your bones. That’s what makes them stick around, not just fade out with the next trend.

Now that I’ve been at this a while, I see how much goes into making something that actually matters in streetwear. It’s not about chasing hype or copying what’s hot. It’s about connecting with people, standing for something real—way beyond fabric and stitches. That’s where I’ve always hit a wall: finding the right crowd. The audience I’ve got and the one I’m after don’t always line up. Like, “surf” is in the name, but I don’t want it to be some full-on surf brand. I’m trying to mix that coastal thing with urban streetwear vibes, but it throws people off. They see “surf” and expect boards, waves, shakas, or at least some gritty punk surfer crew with a “locals only” attitude. And when they don’t get that, they’re like, “What’s this dude even doing?” Truth is, streetwear doesn’t really work if you’re stuck in beach mode 24/7. Still, I think there’s a way to weave in that coastal edge—something subtle, not over-the-top—while keeping it fresh and rooted in streetwear. That’s the puzzle I’m messing with: blending those worlds so it feels real and not just random.

And yeah, to anyone going, “Does this guy even surf?”—I do. Been at it since I was like 13. Not every day, though. I’m not out there living some surfer bro fantasy. I also hit the gym almost daily since high school, but you won’t catch me flexing in a mirror selfie with dumbbells in the foreground. Never have, never will. Point is, I don’t care what people assume. Let them think what they want. Just because I don’t make surfing—or anything—my whole personality doesn’t mean I’m fake about it. Why stress trying to prove yourself? Screw fitting in. Be you, do your thing, live how you want. Conformity’s overrated—standing out’s what gets you somewhere. That’s my two cents, anyway.

Here’s the deal: none of this is that deep. Every scene—surf, streetwear, fashion, music, whatever—has its gatekeepers. Those people dying to call you a poser if you don’t check their boxes. It’s all ego. I laugh about it now. I’ve had folks in both the surf and fashion worlds side-eye me because my brand’s got “Wet Dreams” in the name and I don’t post pics of me shredding waves. Like, sorry I’m not living the surfer stereotype on Instagram? It’s a streetwear project, not a lifestyle vlog. People just want to feel superior, I guess. They’ll roll their eyes—until you “make it.” Then suddenly, they’re all ears.

Haters, though? They’re a gift. Seriously. They push you to rethink, grow, tweak what you’re doing. Don’t sweat it if you start second-guessing yourself—it’s normal. Just don’t quit. Pivot, rebrand, step away and come back fresh, whatever. Keep going if it’s in your soul—not just some cool idea you’re into, but something you feel. For me, that’s branding and art direction. I geek out over building a brand way more than designing clothes. Though, lately, I’ve been getting hyped on garments too—got some wild ideas brewing that mash up different worlds. But I try not to overthink the long game. Focus on now—sharpen your skills today, not tomorrow. You’ll never guess what people vibe with anyway. Some throwaway design you barely cared about might pop off, while the thing you slaved over for months? Crickets. Just keep making what lights you up.

I’m all about that cycle—create, reflect, repeat. Spit out every idea you’ve got, no filter. Then step back and look at it hard. It’s wild how your take changes. One day, you’re stoked on something; six months later, you’re like, “Eh, not so much.” Or you tweak it and realize how far you’ve leveled up. That’s where the magic is—where you carve out your style, your voice. For me, that’s been the whole story of this brand: figuring it out as I go, one messy, dope step at a time.