KICK BACK AT THE POOL SIDE

We’re hanging out with @Sungodzcalifornia at Pool Side today. We love the surfwear brand's ethos of ‘looking back’- it’s what we’re all about- and so felt compelled to get in touch and find out more. Here’s Sasha, founder, chatting about the idea behind the brand and what inspires him. You can also check out his awesome 80’s mix that he curated for us on ERA Sounds  “Sungodz California is an idea that I had nearly 10 years ago but only finally got around to making a reality about a year ago. It was originally going to focus on mens’ shorts and boardshorts...

Smithtown takes everyday items and turns them into something special with their individual and charismatic design. We love this concept and it lends itself perfectly to our Hooked collaborations. We gave The Smith Brothers our Sidewalk Cruiser and the freedom to do whatever they wanted to do without constraint. What a beauty the end result is. Check in on 'The Duke - The Best Dressed Chicken in Smithtown' before you check out today.  SMITHTOWN PORTFOLIO  - BUZZBIKE -  Buzzbike, from the inventors of the Mini Cooper, provides Londoners with a single-speed, durable yet light bike made for city riding. Buzzbike collaborated with four...

Safely preserved inside Levi’s® headquarters in San Francisco, California, is an archive of over 20,000 rare and unique examples of Levi’s® clothing and artifacts from the last 140 years. Strictly reserved for the use of Levi’s® designers, each season the team delves into these delicate specimens, rediscovering designs and styles from the past and creating faithful reproductions that look as fresh today as they were back then. SS18 sees the turn of ‘The Surf Riders’ with Levi’s® Vintage Clothing paying homage to the surfing youth of the 1940s. Surfing all day, camping on the beach, free diving for lobsters and brewing...

Words by Jonathon Cooke The boom years of the Ivy league style is considered to be from 1959 to 1966. After that most college campuses witnessed the rise of long hair and hippie ideas that more or less put the Ivy look on the back burner. I’ve always been fascinated how some of the Ivy styles of the East Coast colleges became popular with the surfing fraternity on the West Coast. Not every classic trad or Ivy item of clothing made the crossover but those that did became hugely popular. A typical pairing was wheat or white jeans (Levis was the...

Although the idea behind ERA Skateboards was to recreate the cruiser boards of the early 1960s, using clay wheels was never going to be an option for the obvious reason that they would be completely rubbish to ride on. We wanted a smooth ride and a top quality product with an interesting history – so the obvious choice for us was Kryptonics Star* Trac wheels. First produced in 1976, Kryptonics wheels drastically changed the functionality of skateboards. It wasn’t long before they became the dominant wheel for all types of skateboarding and the choice of top professional skateboarders such as...