Since inception our goal has been to approach the apparel business with a new perspective.
As the business evolved, grew, and shifted we tried different approaches to tackle a waste and consumption problem we saw in the industry, that ultimately impacted the places we love to explore.
Some worked, some didn’t.
But early on it was pretty clear there was just one solution. Circularity.
The circular economy is an economic system that eliminates waste and the use of virgin resources. Circular production consists of two factors. The first is producing with non-virgin, recycled materials. The second, and most important factor, is designing them with the end of their life in mind; meaning they can be recycled endlessly into products of equivalent quality. In a circular model, material waste becomes material inputs for new products.
However, at that point, ideas exceeded reality and the technology just wasn’t there to make it feasible. Times have changed.
During our ‘down time’ throughout the past year, I was able to refocus more than four years of research and work on the single problem of creating a circular supply chain. Next month we’ll be releasing the dare I say, the first ever circular apparel/accessories program in Canada.
And to my knowledge, we’ll be the first circular surf brand on the planet. (Please someone correct me if I'm full of s**t but we looked hard).
You will be able to now buy products of various materials that fit into a circular model, meaning when the product inevitably reaches the end of its days, you can return it to us to be recycled into a new product of equivalent quality.
We believe destructive waste can designed out of existence.
And with this program, over the next 5-7 years we will close the loop and make that a reality. More to come on this in the next few weeks.
The hiatus from continuous production also allowed us to dive deeper into technical product development and into some exciting new areas including bags and surf accessories which are hitting the shelves this fall. You’re going to see a lot less graphic tees and a lot more intricately designed, technical products made using uniquely sustainable circular materials.
You could also say we’re doubling down on surf – obviously that culture has always permeated through the brand, but we’ve never focused on it from a product standpoint. Canada has some of the most rad and committed surfers on the planet and needs a dedicated surf brand; we want to fill that gap. Starting this fall we’re releasing surf accessories and will move deeper into the technical surf and travel market.
Ah, surf and travel, are there any two greater things?
With the new focus on the technical side of surf/travel, we’re also embracing slower growth, reallocating marketing budget to support athletes and away from just pumping money into digital advertising. We’ve already started to build the L/L Supply surf team and I’m excited to share some unique new projects with our athletes and see it result in the development of even better products for you.
It’s been a climb to come back from nearly biting it in 2020 and there’s still a ways to go but the new direction is exciting me more than ever and I’m thankful for the community around L/L Supply that’s been so patient and supportive of this process. Thanks for being here, stoked to bring you more of what you love.