New Surfwear Line Aims for East Coast Surfers
Break East is a new surfwear line made for East Coast surfers. Photo courtesy of breakeast-surf.com.
A newly-launched surf apparel company aimed at East Coast surfers has been making waves.
Started by East Coast financial advisor and surfer Jason Latos, Break East is made for sophisticated urban surfers who aren’t interested in the bright colors and graphics often associated with West Coast surf apparel.
Latos has strong opinions on the subject and explains his views on his website.
“Loud colors and overpowering logos shouted at me. Everything I saw didn’t represent me as a surfer,” he says, when describing walking into a surf store. “It was also very clear that nothing had an East Coast vibe; everything was screaming at me in West Coast colors and attitude. I was looking for the East Coast version because that’s what inspires me. I grew up surfing the East Coast and I wanted there to be a brand that represented that.”
In case his website message wasn’t enough, both Latos and the brand’s marketing make it clear who their target audience is (“Break free from the West" reads their mantra).
“A lot of the guys in the water are trading stocks everyday,” he says in a shop-eat-surf interview when describing East Coast surfers.
Which would explain the line’s almost solely black and gray color scheme.
Prices for the line range from $35 for T-shirts to $127 for dress shirts and one percent of all profits go towards the Surfrider Foundation, according to the website.
Not your typical Break East guy. Photo courtesy of girlsonthegrid.com.
