This new line of designs is our return back to commercialism and represents a lot to our small brand.  SSC was launched officially in the summer of 1995.  It’s hard to believe sometimes we have been riding this wave for so long.  Being a small fish in a ocean full of big sharks has definitely been an eye opening, awakening experience to say the least.  We found out in a crash course who’s real and who’s full of shit, who’s human and who’s an alien.  It’s a crazy world of wholesale-retail, trustworthy alliances and two faced shysters.  Real world, real time, on the job training, watch your back kind of shit fo’ real yo. That being said, it’s also been an awesome journey of the soul.  It’s like walking on a big sidewalk of life.  Some people you bump into, say excuse me and keep walking. Some people you bump into, hang out with, realize what a blessing they are.  Good and bad, the journey of this brand has been special because of those  heart and soul people that’s got some true life essence about them.  Thanks to God almighty and thanks to those fans with genuine hearts, SSC has been given yet another spark.  In the past, it was about designing  t-shirts that fit the “criteria” or mold of the surf shop world.  Right there on the rack with every other  brand from the mainland and beyond.  Well, it was enough enlightenment and financial beatings to rediscover the true meaning of it all.  Now, it’s a different story.  New chapter in this little underground book.  We’ve rediscovered our purpose and decided that all those crazy design ideas that we’ve had in our head, but were reluctant to release, deserve a life of their own.  New game, new beginning of the creative, intuitive design ideas that has always driven our brand.  Every design has a story behind it backed with island essence.  This Hawaiian island essence that is us.  Releasing all new designs in limited  runs and available in core shops, boutiques and in our on-line store.  We came full circle in this journey and it’s a true pleasure to be able to share it with everyone.

Thank you and Peace.

SSC’s mission has always been to give back to the Hawaiian community.  We help in many different ways.  We have always supported Uncle China’s events in Waikiki as major background monetary contributors.  Most of the time without any huge banners or glam.  The idea is the principle behind the action, not the marketing behind the initiative.  We believe in helping the children.  In this case, step up to the cause, not just donating some hats and t-shirts but to actually dig deep to help the event survive and perpetuate it’s likeness.   Events in Waikiki and in Hawaii are a dime a dozen.  We tend to back people and venues that truly have the kids in mind like uncle China’s events,  grass roots fund drives, anti-drug events and small scale community movements.  We also help to sponsor a few athletes in Hawaii.  This again is beyond just kicking them down a few t-shirts and hats but to actually cover expenses like travel, contest fees and real world expenses.  SSC has also been working quietly behind the scenes as a anti-crystal meth or “ice” advocate.  This drug really sucks and it’s taking our soul away as a Hawaiian community.  In the past few years, SSC has given away 38,000 “cook rice not ice” stickers.  We realize it’s got a funny slogan to the initiative but sometimes in humor lies a serious message.  Talk about getting rid of some of those nice old boards hanging in the garage to fund this operation along with devoting many a work pay-checks. We’re not some guys with a lot of money burning a hole in our pants or drug dealers behind a clothing brand like so many examples these days, but the real deal representing the islands kind of people.  Put your action where your mouth is or shut up is the belief.  Go give back some Aloha today.  Pickup that rubbish, be nice to a Kupuna,  help that stranger, protect that keiki.  Do something now.

Peace, Johnnie

Well, I just got off the phone with Kainoa Mcgee.  Hell of a water man and also a good dad.  We’re gonna put our heads and our energy together and try to focus on his pro surfing career.  Seems like a super surfing world-wide competition in the talks/ planning phase where surfing, stand up paddle surfing,  long board, body board and also a sprint on the beach is involved.  Better be in top shape or go home type of event sounds like. If anyone, I know Kainoa’s in top shape and up for the challenge.  Seems like Kainoa’s ready to develop his name as a surfing brand and focus on creating an apparel and gear line.  I’m stoked for him and intend on backing him up and assisting in the development of the line.  I’m proud to help sponsor and have him ride for SSC Surf.  I’m thinking we should have some collaborative, soulsurfingcrew/kainoa mcgee t-shirts in select stores and on-line by summer.  Should be a fun project.  I plan on donating proceeds from profits on the ssc side to homeless outreach projects that support the kids in West- Oahu.  We all know how bad it is out there right?

Another cool thing to me was I got a chance to sit down and talk to soulsurfingcrew sponsored amateur rider Nelson Ahina and his mom Karen.  We met over at the Kewalos surf spot pavilion just the other day and got to know each other a little better.  Watch this kid Nelson Ahina.  He’s definitely an outstanding surfer at sixteen and coming up in the ranks fast. With many first place finishes and standing at 6′2″, he is a gentle giant moving in quietly.  Nelson comes from a solid and humble Hawaiian family with much love,aloha and respect for people, surfing and life.  Talking to his mom Karen really gave me a glimpse into his up-bringing.  I have total respect and admiration for this Ahina ohana.  I plan on behalf of soulsurfingcrew to help sponsor not only Nelson but to sponsor his sisters also in the near future.  We gotta help this family represent for sure.  Much love and respect goes out to you and your family Nelson.  Aloha, johnnie@soulsurfingcrew.com