Former co-owners argue about name!

...in my dreams! But how will the bond 'tween Dane and Craig fare now that they are biz partners?

Still Japow. Snowing. Deep. Powder. Every morning I wake up and another foot plus buries the world. Today two feet plus I think. Mick Fanning blew it by leaving. He is going to be doubly mad next time we meet.

Very jealous. Very internally upset.

Anyhow, my surf writing has been on a big hiatus due the snow but my surf dreams have been firing! Every night I have very detailed visions of non-important surf detritus. Last night, for example, I dreamed that Dane and Craig got into it over their wonderful new brand’s name. Dane had empowered Craig to set up the Instagram account. Craig chose @luxury29.99. Dane didn’t know until people came up to him with congratulatory back pats saying, “Sick new brand. Luxury29.99 is going to smoke it!”

Dane went to Craig and said, “First rule, bro, is we need to have one name. One identity. The consumer gets confused with multiple brandings.” (this was in fact a lesson taught to Derek by Matt Biolos early on in BeachGrit‘s life when we were rolling out the Bitchy Crab as our mascot.)

Craig apologized but it was too late to change the Instagram account and then I woke up.

In real life, from my perch, the way they chose the name was collaborative and beautiful. Everyone throwing ideas at the wall until one stuck.

Moving forward, I wonder, how the friendship will fare?

Running a biz and being pals is an almost impossible task. I’ve seen the strongest bonds crushed by commerce. I hope that the two break the mold though. Surf needs a fresh perspective like almost never before. It needs Dane and Craig to shine.

Go get it boys! Go get that pow! I mean money!