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Beach Grit

Protest: The culture wars come to surf!

Chas Smith

by Chas Smith

Our way of life is under attack!

Today, fellow surfers, our culture is coming under attack. Our values that have been passed down from generation to generation to us. Our code and our way of life. The lamestream media has criticized our “localism” for years, branding us ruffians and thugs for simply reminding the valley to go home. For smashing cameras, throwing rocks, waxing windshields and yelling loudly but we know that if we don’t make interlopers feel unwelcome then the surf will become dangerously crowded.

We, each of us, are quiet heroes.

But a new brand seeks to challenge our history. Let’s read about “Localish.”

Localish was born out of a desire to foster a sense of belonging in the wonderful, but sometimes-territorial, surf community. Co-founders Jenn Biestman and Greg Coffin believe everyone should feel a sense of belonging wherever they are, whether you’re a native, part-time resident, or visitor passing by. Inspired by this philosophy, Localish Apparel is made with original designs created somewhere between Hawaii and California.

“Surf culture can sometimes come with territorial attitudes. We believe the ‘locals only’ notion is not only prohibitive and unwelcoming, it’s outdated,” said Jenn Biestman. “This attitude certainly isn’t limited to the surfing community, which drove us to create Localish, a brand that is for everyone.”

“To be ‘local’ is truly a state of mind, rather than a point of origin,” added co-founder Greg Coffin. “This is why we are thrilled to bring the Localish philosophy and products to the public. It’s time to change the way we think about what being a ‘local’ means.”

Hell. What are we going to do about this? How are we going to remind everyone they don’t belong?

Should we start a brand?

What should we call it?

Let’s get inspired!