Dark Denim Surf+Craft Woven

We don't often do product highlights on the blog, I primarily use it as a place to get wordy and photograph-y.  But this is about the thinking behind our products, more so than a post about a specific shirt. This is the new Dark Denim Surf+Craft Woven, with red contrast bar-tacks. Design that emphasizes construction has always been a integral part of our process. It all starts with surfboards. We have really set out to build surfboards that last, and centered the design around the craftsmanship and construction that goes into them. So, hopefully some of you never knew what a bar-tack was, and you can look at this photo and see how that little red stitch adds to the durability of the pockets. Just in the same way a deck patch on a longboard adds to the strength of the deck. It's not really minimalistic design, it's drawing attention to the elements that contribute to the construction.