Road trip madness with the Lightning bolt crew down the coast of Cali. Car crashes, board selection, banter, boys talk, dinners at mates, crowded surf, uncrowded surf, the European crew, weird shit, long drives and all the other stuff jammed in to a road trip – lots of history and some rad surf clips jammed in between.
Full feature 31mins long.
Nearing forty years since first born, Lightning bolt the brand has reintroduced itself in the United States and Brazil with surf veteran Jonathan Paskowitz leading the effort. The allure of the brand remains distinct and irreducible today almost 40 years from its beginning. At its core is a philosophy that surfing, in its truest form, is a way of life rather than just another sport. Rather, it was lifestyle that pushes physical and mental development and allows one a deeper connection with the natural elements that surround us. This is an aspect of surfing Lightning Bolt believes has wandered from the consciousness of today’s consumer. In this respect, it is the goal of the brand to highlight those that most resemble the true spirit of surfing. Often in competition, the true nature of surfing is lost. Lightning Bolt believes that which something is comprised of is exactly what makes it whole. In this sense, character goes hand in hand with the surfing prowess of the individual. Lightning Bolt seeks to keep the soul of the surfer ignited in the modern age by choosing style and class, in the water and out, in favor on contest results in its choice of representation.
As Lightning Bolt continues to grow and evolve from its roots some forty years ago, the focus of the company now becomes developing a label that will endure and remain representative of the Aloha spirit so closely associated with Bolt at its outset. Product categories will be carefully developed with functionality and taste in mind. Lightning Bolt believes that the corporate climate of action sports has left many out in the cold and with no true representation of their spirit and lifestyle. Lightning Bolt sees that today’s consumer is so often pandered toward and inevitably inundated with logos with every turn. The brand sees an opportunity to create within this maelstrom a brand that emphasizes quality, style, and utility.
Lightning Bolt features a collection of men’s apparel inspired by the Aloha spirit born on that small sliver of beach in Oahu. The designs inspired by the surfing of Reno, Rory, Gerry, Barry, and others to come. Additionally, Lightning Bolt has begun working closely with both Rory Russell and Reno Abellira as they continue the lineage of boards that helped ignite a generation of surfers. These legendary shapers are the beginning of a board program that aims to capture the very same soul first introduced by Rory, Gerry and the boy’s years ago. Lightning Bolt believes in an international presence. The company prides itself on manufacturing premium product and supporting local manufacturing where possible. In that way, Lightning Bolt tries to keep the mantra simple: Think Globally, Act Locally. Having just launched the brand in Brazil as well as increased presence in Europe, Lightning Bolt’s international presence and place in culture seems poised for continued growth. Currently distributed at the better surf and apparel retailers over the country as well as the flagship location opening in December of 2010 in the heart of Venice Beach. Lightning Bolt remains committed to the ethos so aptly captured in its logo.
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