Kolohe Andino, a well-known figure in the surfing world, has made waves once again, this time with the unveiling of a new, mystery surf brand, Steko. The San Clemente surfer, who has long been a fixture on the Championship Tour and the face of mainstream brands like Target, is making a bold move away from corporate sponsorships to embrace a more grassroots, community-oriented approach to surfing.
Andino’s shift toward surf culture’s core values marks a significant departure from his previous career path. After spending years as a high-profile representative of non-endemic brands, he transitioned to a more authentic lifestyle centered around fatherhood, free surfing, and supporting non-corporate surf brands. This change was highlighted earlier this year with the launch of his first brand, 2% Union, which gained attention with its critical stance on the commercialization of surf culture.
Now, Andino has unveiled Steko, a new brand that, for now, remains shrouded in mystery. The announcement was made subtly via social media, where Andino shared an image of a surfboard adorned with the brand’s name, spray-painted in bold pink. The post came with the simple caption: “Excited to launch new brand STEKO.” At this point, details about Steko’s mission, products, and overall vision remain scarce.
While Andino’s career pivot might seem unusual to some, it’s part of a broader trend in the world of sports and entertainment, where individuals look to redefine themselves beyond their public personas. For Andino, this latest venture appears to signal a continued commitment to surf culture, but how Steko will fit into the broader surf industry remains to be seen. For now, fans and industry insiders alike will be watching closely to see what Andino has in store next.
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