salt surf

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I've been buying t-shirts and sweaters from this 'nice and cool' small business, SALT SURF, for a few years now. I love the pared down aesthetics, the DIY philosophy, and the inclusiveness and environmental awareness of SALT SURF. 

Today I got their New Year's Resolution through IG and email and I wanted to share it, simply because it resonated and it's pretty awesome. 

Here it is:

'Last week I read a quote by Anais Nin that hasn't quite left me since I read it. It said "I could not live in any of the worlds offered to me... the world of my parents, the world of war, the world of politics. I had to create a world of my own, like a climate, a country, an atmosphere in which I could breathe, reign, and recreate myself." It sat with me for a while. The message kept coming back to my mind. I think we forget the power we all have to create the world we want to live in. It can sound too difficult to accomplish sometimes, and even at times outlandish, but the power of our thoughts to create our reality is real.

The inspiration behind SALT SURF was to create a world we believed could exist. An inclusive world, where people felt welcomed, inspired and motivated to join along, a world where nature inspired us, and where surfing could mean whatever you wanted it to mean to you. You could join this world, or create a world of your own that shared these same values wherever you lived in the world.

I think it’s easy to lose sight of this power we all have, and I think we as a brand neglected to highlight this point as much as we could have this past year. We hit a stride in some ways. We were smooth sailing. Things were good. But it’s also easy to get complacent when things are good. We also opened a shop and a lot of resources and energy went into getting that up and running. BUT, that’s not why we're here... that's not why SALT SURF started. We were born with a mission. So, 2018 is going to get us back on track. We're going to remember why we choose to be a small business. Why we had a mission to be inclusive in an industry that thrives on exclusivity. And why most importantly there must be love in everything that we do. So, this year we'll move forward by remembering why we started in the first place.'
Founder and owner of SALT SURF
8850 Washington Blvd, Culver City, CA