August 24, 2007


In what’s being called the single largest environmental initiative in action sports history, project BLUE is leading the charge to save the nation’s oceans, waves and beaches.

Headed by Vipe Desai, president of Propaganda Headquarters, BLUE’s goal is to raise $1 million through the sale of special edition apparel created by industry’s top manufactures. All proceeds will benefit the Surfrider Foundation’s network of 60 grassroots chapters, thereby helping to stem the loss of water quality, coastal access and sand loss at beaches and surf spots across the country.

Currently, Billabong, O’Neill, Dakine, Electric, Nixon and Reef have all signed on as partners, with their branded products available (naturally) here at Swell.

project BLUE is not a charity; it’s a plan of action,” said Desai, “These brands make the ocean a priority. Generating monies to save the very thing that supports not only life, but also the spirit of surfing is a sound strategy.”

We couldn’t agree more!