Days ago, core surf fans guffawed and side-eyed as World Surf League CEO Erik Logan released the almost unbelievable numbers surrounding the World Surf League’s Finals Day there on Lower Trestles cobbled stone. Underneath a picture of Logan hoisting a trophy, smiling ear to ear beneath manicured beard, the head of competitive professional surfing declared:
The day will go down as the biggest day in pro surfing. The data and the numbers are undeniable.
– Broke the record for the most watched day in WSL history by 22% – Over 8.3 million total Livestream views (and still counting) – Over 1 million viewers on linear TV globally, with more airings to come!
But do you remember where you were when you first heard that Patagonia’s founder Yves Chouinard was giving his 3 billion dollar company away in order to save the environment? I was in Newport Beach, Fashion Island to be exact, sipping a cappuccino, wondering if I should get a fussy hamburger or French dip sandwich for lunch in a few hours.
While many billionaires make living donations with tax and estate planning as the primary considerations, Chouinard seems to have structured his Patagonia transfer with at least a few purposes in mind. Holdfast is a 501(c)(4), a nonprofit that can make unlimited political donations — unlike its cousin, the 501(c)(3). For that reason, any giving to a 501(c)(4) isn’t eligible for income-tax deductions. In addition, the Patagonia founder will owe $17.5 million in gift taxes for the shares he transferred to the trust.
Still, the moves mean Chouinard won’t have to pay the federal capital gains taxes he would have owed had he sold the company, an option he said was under consideration. On a $3 billion sale, that bill could be more than $700 million. It also helps Chouinard avoid the US estate and gift tax, which is a 40% levy on large fortunes when they’re transferred to heirs.
While a Patagonia spokesperson flatly denied the trickeration, attention has returned back to the aforementioned Slater. While his green bonafides need no burnishing, it is known that the many-time surfing champion likes to not spend his money. Might tax relief be the finger that tips the scales?
Surf icon Kelly Slater stuns fans of sustainable outerwear line by brazenly using adults-only language in mass-mailed fall catalog!
Patagonia, a multi-billion dollar darling, could have been sold, transferred to a child, taken public all generating hundreds of millions for Chouinard or his kin but he has always been vocally against the hoarding of riches and put his money where his mouth was.
Pressure immediately built on sustainability activist and iconic surfer Kelly Slater who, himself, owns and operates the environmentally-conscious label Outerknown. Would he, too, put his money where his mouth is and gift the brand to causes near and dear his heart?
Though, just today, Outerknown’s mass-mailed catalogue landed in the mailboxes of those who asked for it and also those who didn’t. Flipping through images of light green flannels, sustainable denim, home, small business and apartment owners were assaulted with the shocking words, “The coziest damn shirt ever made. 100% organic cotton and buttons made from nuts.” laid over the image of a man named “Andy” with pronounced Adam’s apple turning away from the camera.
I’d imagine many horrified that children were near enough to read both “damn” and “nuts.” Parents and guardians scrambling to pretend they were not looking at that page and/or breaking down in tears. Others attempting to have too-early conversations about naughty words and/or anatomy.
Marketing is, of course, a rough gig in an ever-saturated landscape. How to draw attention? How to make the otherwise inundated stop and look?
Swearing and crude language one way but the proper one?
Furthermore, will buttons made from testicles, however sustainable, actually hold?
Currently more questions than answers.
Dreamy beachside house of surfing’s OG feminist and Malibu icon lists for $2.59 million, “Whenever (she) caught a wave, everyone — truly everyone — backed off and gave her the right of way!”
“She embodies everything about female empowerment. Doing what you want to do, how you want to do it, on your terms.”
Back in March, one of California’s original gal shredders, Janet MacPherson died, although it wasn’t exactly sudden, the old broad was eighty-four.
MacPherson, who started surfing after a trip to Hawaii in 1955, said sometimes men would chuck rocks at her ‘cause they didn’t dig a gal surfing.
It didn’t last long.
In an obituary in the NY Times, her son, the hotelier Shaun MacPherson, told ‘em, “Whenever Janet caught a wave, everyone — truly everyone — backed off and gave her the right of way. Janet was in a category of one.”
In the same obit, her daughter-in-law, Rachelle Hruska MacPherson, founder of the Lingua Franca label, said, “She embodies everything about female empowerment. Doing what you want to do, how you want to do it, on your terms. She never once mentioned being a feminist. She didn’t have to — she just was.”
Anyway, by virtue of being one of the first on the scene, ol Janet accumulated a vast property portfolio along the Malibu coast. And following her death, the family has been slowly offloading each piece, pretty house by pretty house.
A joint in Malibu Canyon fetched $4 million, another on PCH across the road from La Costa Beach is under contract for $2.6 mill.
Until her death in March, the house pictured, four beds, three bathrooms, along with a garage and a separate studio apartment, was bringing Janet ten grand a month.