Everything you want, nothing you need
Have you ever been to one of those shopping centers where they have everything you need? They’re like human terrariums with restaurants, grocery stores, fast food, slow food, milkshakes, kombucha slurpies, massages, apartments, tattoo removal, cocktails, daycare, chicken sandwiches and therapy…it’s like a mouse house but for people and they charge you for parking if you’re there longer than 90 minutes.
I think you know the spots. Where Whole Foods and Shake Shack can be thy neighbor!
I recently looked around the internet and it kinda started to feel like I was in one of those. Everything catered to me. Hell, I wanted some of the products they recommended. Algorithms have smoothed out all the wrinkles in life and the worst of the cream is now at the top. Which begs the Inherent Bummer mantra: If it’s always glassy how do we know glassy is better than choppy?
We’d like to think that's where we come in. Despite looking as hard as I could, I didn’t find any other sites or brands recommending the film Hands on a Hardbody while introducing you to San Clemente lead foot Cole Houshmand, getting you educated on legendary jazz trumpeters and throwing it back to the Billabong Junior Challenge surf video that comes with more classic one-liners than any other surf film of all-time.
Cuuuuuurrrrves. Cuuuuuurves. Curves…
I wanna be like Andy.
I like to get high…in the air…on my surfboard.
My name Onho Norimasa, 15, blood type B.
We’re way less afraid of the future because there is no way in hell we’re boring enough that a robot can keep track of all that. The main frame would go up in digital smoke and ash the second it tried to connect Leo Carax’s Holy Motors with Wayne Shorter, Raymond Carver and Owen Wright. We’re too damn original to predict.
While the rest of the world gets comfortable, everything they need, right where they want it, we’re going to keep fucking it all up. Since “surf culture” keeps doing everything it can do to be everything you need too, we’re going to make a promise that you’ll never need any of this, but we’d hate to live a life that didn’t want any of it either.—Travis Ferré
[Art: William Gibson’s Neuromancer; Barclay Shaw cover design]
