IDEAL

IDEAL is an DIY, independent surf shop for waterpeople that I founded in 2020. IDEAL began as an experiment to redefine the visual and cultural boundaries of surfing. It is equal parts design exploration and narrative shift, exploring the open waters beyond corporate surf culture. IDEAL’s offerings range from my own designs and publications in addition to other local, small-batch makers. IDEAL is centered around the concepts of interconnectedness, joy, and a deep reverence for the ocean.

All production decisions are made with the environment in mind, including recyclable shipping materials and producing in small batches to reduce waste. I created everything, including branding, website , product design, and photography. I even hand pack all of the orders in mailers that I screen printed in my home studio :)