August 20th 2006. It was a beautiful day and a tropical storm off the coast had been sending swell everywhere. I was just out of the water and before heading back to the city needed to make a quick stop at a well known surf shop for new boardshorts. Once there, as usual I was completely uninterested in the clothing I saw in front of me. Loud colors and overpowering logos shouted at me. Everything I saw didn’t represent me as a surfer.
I had an epiphany. It was the moment I realized that what I wanted wasn’t in that store. Or any store for that matter. Sure, when I was 16, I would have bought a ton of stuff. Because it was all made for the 16 year-old me. I felt like I outgrew what I saw. Maybe you’ve felt the same way.
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.
And in that very moment, Break-> East was born. I thought, hey if you can’t find it…then make it. With the right team and a lot of hard work, we made it happen. I guess you could say we’re the East Coast surf company that caters to the needs and wants and style of east coast surfers who’ve been forgotten for too long.
East coast surfers surf because we love to surf. We make the most out of tough conditions, and we don’t need palm trees and perfect weather every day to get out there. And out of the water we make the most of life. Because our passion for surfing doesn’t define our life, it’s our passion for life that defines us as surfers.
At Break-> East, we plan to keep bringing you innovative, east coast inspired surf apparel for many years to come. Check us out and let us know what you think.
-Jason Latos, Founder, President, East Coast Surfer