Let My People Go Surfing: The Education of a Reluctant Businessman

In the quiet hum of a backyard forge, amidst the scent of coal smoke and the rhythmic clang of hammer on anvil, a young man shaped not only metal but the future of outdoor adventure. This was no ordinary workshop—it was the cradle of innovation born from a profound love of nature and a relentless spirit of adventure. This is where passion met practicality, where the wilderness inspired the tools that would redefine climbing.

From an early age, the call of the wild was irresistible. Days spent fishing in hidden lakes, nights under star-studded skies, and the thrill of scaling sheer rock faces forged a unique worldview—one that valued self-reliance, respect for nature, and the joy of discovery. The handmade pitons crafted here were more than gear; they were a testament to this ethos.

Unlike the disposable tools common at the time, these pitons were designed to be reused, minimizing harm to the rock and preserving the purity of climbing routes. This innovation sparked the clean climbing movement, encouraging climbers to tread lightly and respect the fragile beauty they sought to conquer. The community of climbers, often called the Valley Cong, embraced this philosophy, creating a culture that celebrated both risk and responsibility.

Yet, the journey was not without hardship. Living hand to mouth, surviving on meager rations, and facing the physical dangers of the sport demanded resilience and creativity. Through these trials, the foundation was laid for a business unlike any other—one rooted in authenticity, quality, and environmental consciousness.

As the young craftsman transitioned from forging pitons to shaping surfboards and eventually to designing clothing, the same principles guided every step. Functionality, durability, and a deep respect for nature remained at the core. This section of the story reminds us that true innovation springs from passion and purpose, not just profit.

With this understanding of origins and values, we now turn to how these philosophies shaped the company’s approach to design and product development, forging a path that balances performance with sustainability.