Well, things got rolling back in 2013 when founder (and still part-owner, J Rice) was salivating at the thought of a smooth riding cruiser that would shed the pesky size and weight of an industry dominated long-board. He got to work.
Not owning a workshop of his own, he moonlit at a local Vancouver wood-shop working and reworking a cruiser style and timeless shape. What started as an ode to simplicity with an unwillingness to cover up the natural wood grain - evolved - keeping some key principles in mind; Look good, feel good, Enjoy The Ride. Our earlier boards were pieced together from reclaimed and sustainable hardwoods sourced from all over Canada. As we continue to grow we’ve taken an elevated stance on sustainability ensuring every board sold results in another tree going into the ground.