I don’t wear brands. (I’ve got nothing against them, but it’s not me.) Brands and labels give a sense of identity, loyalty, “in-ness.” They tell people something about you. I just don’t feel that sense of belonging to most companies. And don’t want people assuming things about me based on a label.
Enter The Breaks. This is different. This is local. I actually feel like I need to earn the right to wear these shirts. They might inspire more questions than assumptions. Why do I belong? Why do I care? Did I just read about it in some blog and figure I should bring my log out with five friends and bomb the lineup? What am I doing to protect the culture and the wave and the water?
That’s a lot of responsibility wrapped up in a couple yards of fabric. So I’ll wear the Cliffs shirt. And I’d better take responsibility for that declaration.
San Diego native Bird Huffman has brought surf culture and local pride to San Diego for 40 years. All you have to do is visit his Quonset hut on W. Morena Blvd. to talk story and check out the baddest collection of boards in the county to get a sense of his local pride. You can even buy a tide calendar to help him photo-document the more than 400 boards in his collection. When he chose a print shop for the tshirts, he went local with Strong Screen Printing in Barrio Logan. Taking care of our planet and our neighbors. That’s local.
San Diego Coastkeeper is all about what’s local. We work here, we live here, and we do what we can to protect the water here.
So join the (only slightly branded) movement. Pick up some trash next time you’re on the beach. And let everyone know you have local pride with a limited edition t-shirt from Bird’s Surf Shed that declares you’re part of the crew at Blacks, Cliffs, Jetty, Scripps, Tourmo or Windansea.
Bird says that local pride means we take care of our own. I agree. I’ll wear that brand.
Every time someone shows their local pride and buys a t-shirt from The Breaks collection, Bird will show his by donating a portion of the profit to San Diego Coastkeeper. Thanks, man.
Do you want to win a free surf sesh with the local legend? Bird partnered with Coastkeeper in a one-time-only contest. The first ten people to donate $100 to Coastkeeper by midnight Saturday, May 5, 2012 will be entered for a chance to win a free surf session with Bird to go on the hunt for the best waves in town. All six winners and anyone donating will receive one of “The Breaks” T-shirts. Check out other styles: