To create the purest, most purpose-built surf brand in the world with the responsibility to preserve surfing’s past and future. Our story for the return of the NOLL brand began around a table in San Clemente, CA. We debated the many trappings of retro brands that inhibit cultural relevance and limit possibility and agreed that NOLL would not be yet another heritage brand, capitalizing on a famous name and a legendary story about a day at Makaha. To make waves in the surf industry, we channeled Greg’s character and values into a multi-dimensional brand, with values both modern and timeless.
