Kolohe Andino and 2 Percent are making moves
Kolohe Andino’s contract with O’Neill ended on April 1st. It marks the first time that he hasn’t had a clothing sponsor in 25 years. Kolohe grew up before our eyes as one of the first superstar groms and was introduced to the big stage by dad Dino at the ripe age of 8. He’s been at ever since and the recently 30 year old dad of two doesn’t sound like sending his resume out to any other brands. He’s decided to make his own a la Dane Reynolds, John John Florence and Julian Wilson.
2 Percent — the San Clemente clique of surfers and filmmakers making merch and printables — is looking to bring some much needed enthusiasm and fun to surf culture. “I’m making moves,” Kolohe told us. “Next drop is 4/18.”
We called to hear a little bit about those moves and what’s happening next for 2 Percent — now that Cole Houshmand and Griffin Colapinto are dominating the world stage and waving the 2 Percent flag on tour.—Travis
Inherent Bummer: Is this the first time you've ever not had a clothing sponsor in your life?
Kolohe Andino: Yeah, I mean, since I was 5… actually maybe not actually 5…but 8? I think I signed a contract with Billabong when I was…definitely under 10.
So what’s the wardrobe looking like now?
Lot of Carhartt, lot of Levis… a lot of Stance socks, Vans…and anything that’s fresh and fun and youthful.
When you finally peeled the stickers off for the last time, did you feel a sense of panic or relief?
Amazing, best I ever felt honestly. So liberated. Best thing ever.
What’s behind this rumbling or mysterious 2 Percent posts.
I like that adjective…mysterious.
Basically we’re going to keep doing what we’re doing: Making movies, having fun and doing little [clothing] drops and see how we go.
Is this something we can only get online or will it be surf shops?
I’m just going online right now, it’s easier for me.
So we can get hoodies and tees on the site now?
Not yet…but you can look at the site and there’s a clock counting down our next drop. We’re dropping a new line 4/18. So pretty soon…
Dane and Chapter 11 crew obviously have their scene and are doing their thing. 2 Percent is a similar thing but a totally different vibe. Are you guys inspired by them or does that come up?
I’m definitely inspired by Dane’s creativity. Everything he seems to touch is well thought out and smart and humorous…which is pretty hard to do. But they're also self deprecating which is funny and cool and good for the sport.
I appreciate everything they do. San Clemente is a lot different than Ventura. But I also think we want to get out of San Clemente and start a little renaissance everywhere of just making surfing fun again because it feels so sterile and scripted and gross right now.
What’s the 2 Percent motto? What’s driving this?
It’s kind of what I said: We want to show surfing more…artistically? That sounds kinda gross, I don't’ like that word, but we just want to have fun, create our own stuff and do our own movies and parties and events and make it fun again. It just seems like all the brands are looking at analytics and they feel old and are regurgitating the same phrases.
Would it be fun for us to stage a capsule or video-off between you guys and Chapter 11?
That'd be super fun. I think it would be fun to do a collab where we edited their footage and vice versa. Two Percent Chapter 11 collab…
Lot of math and economics in these brands…
It’s just fun shit. They kind of poke fun of us in their videos and talk about Lowers…if you listen there’s some fun gamesmanship with the whole Mayhem vs. Channel Islands too…it’s all fun.
New Quik vs. Billabong!?
Isn’t there a bumper sticker about rivals making each other stronger? Iron sharpens iron?
What else can we unveil?
We’re having a party on April 19 at Stance. We’re showing a new short from the winter called “House Party”...there will be a trailer and flyer coming out in a day or two. Kind of an opening party or launch for all this new fun stuff we’re doing. We got burgers, ice cream, two bands, alcohol, water…so it should be a good night. We got that HB band iForget!
Actually, the kid Max Lambert from that band was so inspired by your Factory by the Sea Event that he learned drums so he could try to play it for you guys this year…so yeah, we got them playing for us [laughs], come out.
