In a time when established surf brands are grappling with significant challenges, a fresh player from Laguna Beach, Distant Local, is quietly making a name for itself by reimagining the connection between surf culture and local art.
Founded in 2021 by industry veterans Jeff Booth and Melissa Martinez, Distant Local’s concept is straightforward yet innovative: the company collaborates with regional artists to create graphic maps showcasing the iconic surf spots of different areas. These maps are then featured on t-shirts and sold at local surf shops, offering both surfers and visitors a tangible connection to the surf culture of the region.
The brand’s debut map, created by renowned Laguna Beach artist Steven “Sli Dawg” Chew, was an instant hit when it launched at Laguna Surf ‘N Sport. The response was overwhelming, prompting the company to quickly expand.
Following the success in Southern California, Distant Local released a second map—this time, representing New Jersey’s surf spots, designed by Shane McClatchy from Pt. Pleasant. The partnership with Bare Wires, a local surf shop, marked the beginning of the brand’s national expansion.
Today, Distant Local has grown significantly, with over 40 local maps across the United States and partnerships with 125 surf shops nationwide. The brand has recently made its international debut in Australia, where Like Egan has been appointed to lead the initiative.
“We’re really stoked with how everything’s turning out,” Booth commented on the brand’s success. “Melissa and I have been in the surf industry for decades, and this venture feels like a great way to apply our experience while supporting the people who are truly the heart and soul of surfing—the local artists and surf communities.”
The brand’s appeal lies not only in its artful approach to surf culture but also in its focus on community. Larry Kraus, owner of Emerald City in Coronado, California, shared his thoughts on the brand’s popularity. “The local map concept resonates with both local surfers and tourists alike. Our customers love it, and we’re excited to see where Distant Local goes next.”
With its continued growth and expansion into new markets, Distant Local is proving that a fresh approach to surf culture—rooted in local artistry and community—is exactly what the industry needs.
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