About Localish Apparel
Localish | Active apparel inspired by travel & passion for adventure. Designed somewhere between Hawaii & California.
Aloha friends! This is the story of how our idea of Localish was born:
We enjoy having a flexible lifestyle by residing in both California and Hawaii. We also love traveling around the globe taking surf trips as frequently as possible. During our travel experiences, we have met people and communities that have welcomed us with open arms, and make us feel like one of them.
If you’re familiar with surf culture, you know that it can sometimes come with territorial attitudes. “This is MY surf spot” or “Locals only” or “No standup paddlers allowed” are terms that are commonly expressed. This notion is prohibitive, outdated, and unwelcoming. If we want to get all academic, it's straight up ethnocentric. The “Locals Only” attitude isn’t limited to just surf culture—it transcends to ideas of religion, sexuality, and nationalism.
The idea of Localish came to us when a bartender in Santa Cruz, CA asked if we were locals. Living an hour away from Santa Cruz, we shrugged and said, “kinda…sure, I guess? We’re local-ish.”
Localish. We pondered that term for a few minutes, as we realized we get asked that same question a lot. Especially because we frequently travel between California and Maui. What does it mean to be a “local,” we thought. After a bit of contemplation, we concluded that you can be local wherever you feel that sense of belonging. To be ‘local’ is truly a state of mind, rather than a point of origin.
Being Localish means welcoming others and sharing your culture, while respecting and understanding the cultures and environment around you. Respect and mindfulness are the cornerstones of the Localish movement. Join us, and help make the world more Localish.
Cheers & Aloha,
Jenn & Greg, Founders