Philosophy towards creating

I advocate for local fare almost always above anything else; there is a clear disconnect that has developed between how things are made and our understanding of that process. This has lead to the undervaluing of the objects we own and interact with on a daily basis. The resurgence to handmade goods is a direct reflection to that disconnect, understanding how our products are made & having the ability to talk to the people making them is invaluable in the global market we’ve become so used to.

Throughout the last five years I’ve been in & out of corporate industrial design jobs, these jobs although implementing design thinking focused on creating meaning in the everyday life of the consumers lacked the connectedness to real people. After experiencing these findings reflected across multiple industries I needed a change, about halfway through my studies at school I shifted my focus to learning how to make handmade designed craft. Wood, metal, clay, glass, foam became the core of my studies, taking everything I’ve learned and appreciated from corporate design work, but focused on the face to face connectivity that was missing.

I’d classify myself as an obsessive learner, I find myself jumping into new interests with 100% of my focus more often than not; from building my first tiny home to learning to shape surfboards. Unknowingly I was following the 80% rule Yvon Chouinard talks about through his progression of different outdoor sports, laser focused on a single task until about 80% proficiency. Enough time put in to compete on a high level but not taking it to the point of consuming the entirety of your life. I truly enjoy the process of learning how to do something new, whether it’s a new sport or developing the skills in a different craft. I often find myself thinking about how many things exist in the world & the knowledge developed through the progression of all of those things, there’s a part of me that can’t help but to soak up as much information as possible.

Surfboards fall into a very special place in my life, there aren’t many sports where a beginner can walk into a shop, talk to/order a board from the person who’s making equipment for their favorite professional and have a board custom made to their needs; Or even better have the materials available to experiment with creating their own surfcraft. Creativity, craftsmanship and innovation have driven surf culture since it’s development, by working with these local craftsman who handshape each surfboard every major innovation in how & what we surf has been made. This is the legacy a handful of shapers, including myself, are trying to preserve and grow upon; keeping the experience that has made surfing into what it is today alive.