Photo: Todd Selby

Browsing through the Selby today, I came across RVCA’s face and designer Erin Wasson’s Manhattan apartment. The Selby is a website featuring photographs, paintings and videos of interesting people and their creative spaces. Erin Wasson’s creative place highlights her signature leather-studded and lace street style in a downtown open loft. Her favorite part? The amber lights. Mine? Hands down the vintage-looking city bike propped up against the wall of sketches. Interested scoping out the RVCA designer’s eclectic pad? Get a glimpse here.

It’s already been a helluva year for artist Julie Goldstein. As one of the most recognized modern surf artists, Julie and her husband Mark Tesi had recently accomplished one of their lifelong dreams with the opening of Pine Surf Shop and Gallery in Long Beach, NY. Extremely popular with the diverse art communities throughout the eastern seaboard, Pine served as a beacon to surfers, artists, families and admirers as place to chill and be inspired. All that changed on December 20, 2008 when a fire destroyed nearly all of Pine’s irreplaceable inventory, including priceless vintage surfboards, original art, photos and wood sculptures, as well as the merchandise and supplies for the couple’s new clothing line, Perfect.

While Julie and Mark make tentative plans to relaunch Pine and Perfect, Swell hopes to spread the message and encourage new fans of Julie’s art with the sales of the two tees featured above. Julie’s unique method begins by drawing on blocks of wood, which she then hand carves and finally prints the woodcuts onto paper, canvas, or fabric. Her work is inspired by her experience in the surf community as well as from her time spent living in Brooklyn, during which she obtained her MA from Columbia University.

Later this month, Julie will be exhibiting at the Australian leg of the surf, art, film and music festival, “The Happening”.

Full Name: Chelsea Byland
Age: 16
Height: 5′9
Sponsors: Rusty, Electric, Sticky Bumps, Freestyle, Killer Dana, Soleo
Favorite Saying: Beggars can’t be choosers
First Board: I think it was a Lost fish, but I’m not sure
Current Boards And Setup: Rusty 5′11
Career Highlights: Winning the open women’s season last year in WSA
Goals For The Season: Win the open women’s season again
Favorite Break: Northside jetty
Home Break: T Street

Considering the amount of world class destinations Chelsea Byland has toured, she should seriously think about adding “Byair” and “Bysea” to her last name. No kidding, her passport is on par with most seasoned pros. The Mentawais, Mexico, Hawaii, Fiji, Australia, maybe Peru this summer… It’s enough to make any surfer envious. (more…)

 Name:  Cody Joseph Ulrich
Age: 17
Height: 6’2”
Sponsors: Hobie Surfboards, Howard S. Wrigt, Nalu’s Island Grill, O’Fish’l Fins
Years Surfing: 7                  
Years Competing: 5
First Board: A Rich Harbour 10’6”. It was a garage sale special that was snapped in
half and my dad put back together.
Current Boards and Setups: They’re all Hobie 9’0” competitions custom shaped by
Gary Larsen with O’Fish’l tri-fin setups
Career Highlights: NSSA Middle School Champion; WSA West Coast
Champion; ISF Middle School and High School State Champion; 3rd at last year’s NSSA
Nationals
Goals For The Season: Winning Nationals
Favorite Pros: Ned Snow – Best tail riding on a longboard; Dane
Reynolds –craziest airs; Kelly Slater…
Favorite Break: Saladias
Home Break: Churches

At just 17 years old Cody Ulrich has already learned the value of one of life’s trickiest lessons. That being: Actions speak louder than words.
(more…)

Having been the leading online surf retailer for the past 9 years has given Swell some obvious advantages. Needless to say, our buyers have seen and heard it all. Especially when it comes to the marketing pitches from new and emerging brands. Below is our list of the 5  most commonly used branding catch phrases:

1. We’re totally different because we fill the void the rest of the surf industry has ignored
2. Not only is our company made up of core surfers, but we like music AND art!
3. Our new graphic artist is amazing. He’s this young homeless kid who’s so talented and core, he doesn’t have a cell phone or email. In fact, we haven’t heard from him in weeks.
4. Our marketing director once competed in a WQS semi-final. He knows everyone!
5. Our message is all about unique self-expression and creative individualism. Did we tell you Costco just placed a huge order?

So imagine our surprise when we discovered GRN Apple Tree, an eight-year-old thriving company that not only features contemporary art and activism, but has also earned a large following without ANY branding or advertising. Their popularity has spread strictly by word-of-mouth exposure—the best kind of marketing money can’t buy.  Really, you haven’t seen anything like GRN Apple Tree. Honest!

If you haven’t yet heard about surf artist Koji Toyoda, you’re far from alone. However you’ve probably already seen his work, as he’s been a major force in the surf art world for the past several seasons. Having earned tremendous notoriety at last year’s international The Happening art, music and film festival, Koji has been deemed “the one to watch” within numerous influential art circles. Originally from Osaka, Japan, Koji began surfing as a young teen and developed a deep fascination with the variety of beach cultures and lifestyles. More recently, Koji has partnered with several surf brands who were eager to feature his clever blend of nostalgic surf whimsy and iconic Japanese imagery into their 2009 campaigns.

As a favorite and regularly featured artist at Laguna Beach’s The Surf Gallery, Swell was quick to see how well his creations would translate to a t-shirt. His two limited edition tees, Jogi Enjoy and Asahi are exclusive only to Swell.

She’s got the style, scores and support any competitive surfer would be enviable of, but San Clemente High School junior Marissa Shaw would be the first to tell you that none of it comes easy. Grueling work, little sleep, a ridiculous workout regimen, and a hard line attitude are what keep this 17-year-old going. And we haven’t even mentioned her 4.4 GPA and regular gig as a city lifeguard. With this much fierce determination it comes to no surprise that Marissa won the South Coast League Women’s Shortboard title in 2007, and made both the finals at last year’s NSSA West Coast and National championships. (more…)

“Take it one heat at a time.”
True words to live by; especially when they’re coming from the 2008 NSSA men’s high school state champion. At 17, Douglas McLean van Mierlo, AKA “Dougie” or “Dougie Fresh,” has the world on a string—and the weight of it on his shoulders. Not that he can’t handle it. Modest, intuitive and surprisingly cautious, he’s a dream player for any coach and a standout leader on any team.

“Work first, then play” is Doug’s other motto, and one that has helped him maintain a near perfect GPA as well as a coveted position as an instructor at a local summer surf camp. (more…)

Did you hear that? It’s our hard ass bosses cracking the whip again. “COOLER! NEWER! BETTER!,” they scream. We never get to come down off our toes. Which is probably why we’re always a few steps ahead. Especially when it comes to discovering the best new brands. The Ryde, Insight, Hippy Tree, Few New Zealand, Analog, and GRN Apple Tree are just a handful of the up-and-coming brands we’re promoting this spring. We’ll do our best to make sure you come to know each one on a more intimate level, but for now we’d like to give you a deeper appreciation of The Ryde. (more…)

GET INSPIRED BY HER ROCKIN’ OUTFITS PICKS AND A FIND OUT HOW SHE MADE IT! 

DREAM OF BECOMING A PROFESSIONAL STYLIST? FIND OUT HOW YOU CAN HERE!

Santa Rosa born and Laguna Beach bred, stylist Michelle Mitchell is a fashion powerhouse packed in a tiny, albeit very chic and contemporary, package. An automatic go-to girl for Swell, Rip Curl and numerous other apparel giants, Michelle is adored for her eclectic savoir faire and can-do attitude. (Of all the well-loved styling stories in the industry, the greatest is the one about Michelle’s killer poise and positivity during a tense studio shoot when a major earthquake hit.)

Her calling came very early - during her diaper years to be exact - when it was noted that she would always get a jump on the cuter outfits, leaving her twin Shay the “uglier“ versions.

A big time lover of Fred Segal, Buffalo Exchange, Swell, eBay, and the Rose Bowl’s famous flea market, Michelle’s own personal style can easily be called beachy Bohemian - but with tall boots and a bandana thrown in for her trademark twist. Boots are actually something you’ll rarely see Michelle without, as she firmly believes they’re the saving grace that will make any ensemble appear more polished and put-together.

Never one to shy away from a challenge, we put Michelle to the test on the hot trends to favor and those to ignore - and ended up contemplating whether we should throw out everything in our closet.

The first “look“ or trend you obsessed over as a teen: I remember “needing“ a lime green spaghetti strap tank top…
Favorite music in high school: I’m sorry; this is just too embarrassing to answer…
The art/posters that covered your high school bedroom walls: 3 words: Purple, black and white.
Early celebrity idolation: MADONNA
Current celebrity idolation: Anyone from Nicole Richie to Rachel Bilson to M.I.A.
College / Fashion School?: Marketing and Visual Merchandising major at Long Beach State
Biggest job/best assignment: Swell shoot in Hawaii. Great crew of people…felt more like a vacation with friends than work.
A few things you can’t live without: G-star Denim, Frye (Eldorado Slouch) Boots, Havaianas, basic white/black tanks and tees, silky cami’s, bandanas, vintage jewelry, leather purses.
Favorite designers: You want me to say Marc Jacobs, right…?
Your go-to outfit for around town: Back to the basics: A black/white tee, denim, bandana, leather hobo bag, and Havaianas.
Your go-to outfit for a night on the town: A silky cami and tall boots
Person, living or dead, you’d love to work with: Chloe Sevigny
Person, living or dead, most deserving a Michelle Mitchell makeover: My oldest sister
Your list of top trends to follow this spring: Ditsy florals, over-sized ruffle swim, one-piece swimsuits (monokini), high-waisted pencil skirts, 90’s grunge, lingerie inspired product, big gold jewelry, different style chains, anything vintage, and sheer tie-dyes.
Your list of trends to ignore: Boobs and Botox
What’s your advice for looking stylish on a budget?: Stick to the basics: All black and a big leather purse.
Favorite style magazines: Missbehave, Foreign Vogue, Nylon, Our People, Foam, Domino (for interior design), Us Weekly
Right here, right now, your 5 biggest obsessions: Mexican Beach Poncho, Hightop Nikes, Natural/Nude makeup-blush/mascara/lip gloss, Funky hair, Black leggings