Makia Clothing

Over 10 years ago, I was reading my Onboard mag when I first heard about Joni Malmi. There was just something different about this dude, just watch the Forum vid and you will know what I mean.

Anyway, my wife always complains that I wear surfer clothes that don't really fit my style (and age). And then we argue because as a guy , I don't really want to admit she is right. To my defense, clothes selection is pretty limited, lots of brands but they are all the same.

Where I am from in Europe, I am used to diversity, I feel clothes have more style. I am sorry but being 28 years old, I don't want to look like a clown with all those flashy colors or wearing pants that could fit Jabba the Hutt.

So I checked out last week, the winter collection of Makia Clothing, brand cofounded by Joni Malmi. Let me tell you that those clothes are so fashionable, now I don't have to choose between being classy and snowboard clothes.

Makia Clothings has provided the best of both side.

100% Organic Element

I was 16 years old when I started to be a big fan of Element skateboards because if I have to choose between two brands that deliver pretty much the same product but one is proactive toward reducing our foot print on this earth...I sure go to this one.

Most of their clothes are made of 100% organic cotton. Of course with the green consciousness every major brands have now an organic line but the difference is that Element is authentic, they tried to do business in an ethical way and I am glad they have shown the way to others.

WeAretheSuperlativeConspiracy: WESC

WeSC-WeAretheSuperlativeConspiracy was founded by six skateboarders and snowboarders in 1999. they have their roots in a subculture that sets its own rules and follows its own trends.

The major difference with other brands is that they speak about "life after skateboarding", while many other skate brands have good clothes that would do just fine for fashion streetwear, WeSC has became synonymous of what it is cool to wear after a skateboard session, which quite frankly shows the power of a good marketing strategy: the Brand.

In addition they are reaching people in the art, music industry that has always shared some common roots with the action sport lifestyle.

to compete in today's market, one must be innovative

I grew snowboarding, skateboarding and surfing. Every month I get in the mail my favorites mags. I love to read cool articles about the lifestyles, trips,etc... but something that bother me is that half the mag are loaded with ads.

I think it just become a routine, I briefly look at the ad but frankly if you ask me later what ad I saw I may only remember an ad with Kelly, Taj, Parko or Bruce. Most surf brands think it is enough put the face of a pro surfer and a nice surf picture.

How am I going to believe that X sunglass print ad is going to help me in my surf. My two cent of advice is think outside the box: to compete in today's market, one must be innovative.

So my award for the only ad in mag that have sparked my interest is Insight, they are unique and creative which then make me think that there stuff is like their ads. Clearly it seems I am not the only one appreciating their work, because the result sparked a 50% increase in clothing clothes sales.

“We wanted to do something different,” says Insight Marketing Director Jesse Faen. “Most companies simply sponsor athletes or add their logos to action photos. Our company is not so much about an individual surfer as about a mentality. The response to our prop campaign has been incredible. We’ve had a lot of attention from international surf magazines. Across the world, our accounts were blown away by the originality. Most importantly, our customers have gained a deeper appreciation for what Insight represents.”

Cliche

Cliche started in 1997, and from what I remember they made some cool clothing line as well as skateboard. the whole skateboard was dominated by American companies so the fact the company promoted the brand as the "Old Europe", it grew in popularity.

In addition they have some pretty cool tour around Europe such as the "Deja VU", Gipsy tour.
If you happen to go to the old continent, make sure to check them out.

Driven to lead and inspired by action sport (Etnies)

I am going to be honest, they are a lot of good brands out there with sick design adn patterns.

I think Etnies is out there but why I like them goes beyond the shoes.

First of all it was created in 1986, just when I started skateoarding. Etnies is the only brand owned and created by a former world champion skateboarder.

In addition Etnies under the main company Sole Technology is looking at green materials and use green energy for the headquarter.

The owner also created a lab institute to study the impact of skateboarding on the human body. I got so many injuries while skateboarding that I am proud to say that those shoes are not only exclellent for style but also for great protection.

Kanabeach

Kanabeach was created in 1986 by three surfers from Brittany, France who decided to live their passion to the fullest.

In addition to have original logos, patterns, they often come up with original designs.
Most importantly, their brand spirit does an excellent job at communicating what surfing and action sports is all about: having a good time with friends.

Wearing Kanabeach reminds me of all those long walks through the forest to finally discover a secret surf spot on the west coast and set up a camp.

The Pursuit of Happyness: Sanuk

Sanuk is the thai name for Pursuit of Happyness, which could explain why employees are allowed to be late at work if they can be seen in the lineup from the office spotting a famous reef in Southern California.
The unusual choice of color and materials (like the green outdoor carpet) makes it a first choice to stand out from the crowd, express yourself and mostly importantly be comfortable.

For instance, the Donny is a cool, casual, canvas slip-on featuring a shoe upper and sandal bottom. The Donny offers protection of a shoe and the natural comfort of a sandal. Give your feet a little gift from heaven. Go on, pamper them.