Drifter
BY KATIE ALLEN - PHOTO GERHARD Balance exists between man and nature as he, so insignificant, returns again and again to become a passion that sees a collision turn into an energy exchange between the power of the wave and knowing how to work with the forces that drive energy forward. The strength of natural power of the wind and tide are factored into an understanding of cosmic spiraling energies that culminate in waves that dissipate into yet new energy. And we assume our place within it. Constantly re-figuring the authentic relationship between themselves and the planet, they flow with the tides and cut against the walls to bring even greater clarity, with grace and gravity, and move and arc and bend to the rhythm of the earth. Journeys were undertaken to find undiscovered waves. Journeys became pilgrimages to surf that are the inspiration behind the creation of Drifter. The Drifter concept was founded on the culture of surf exploration and sometimes discovery, with an eye to acknowledging the heritage and legacy of early surfers, to expand through the provision of hand picked items from companies with soul and ethics. The Drifter concept has to be as far from mainstream culture as… well as far away as they would like it to be. Pragmatics are part of the surfer’s life, and applying the same rationale to their natural business acumen the creators of Drifter have aligned themselves to the goals of sustainability and ecological care. Treading lightly on a carbon footprint they choose only to work
in partnership with those who have a respect oriented culture. From the choice of fabrics to the treatment of their workers, those whose brands are available through Drifter are as energetically as part of the solution as Drifter itself. Not adverse to good commercial logic, they are informed by the idea that products should be of value, and longevity should not be a drawback. There’s no trickery, no cut and dash about the space, it offers a place in which to draw comfort to browse and to enjoy the negotiation of trade. Not quite the cashless Kasbah, but rather than a sale there is an equitable exchange of value for value. Here you will not walk away with yet another item that flashes a label of indentured labor that fades in the wash before it’s season has flown. Trinkets, bags, boards, swimmers, coffee and books, oh books. You weren’t going to go into the jungle naked and without a word to read for months, were you? All is brought to life through the rejection of the vertical surf concept store, the flashy panels, the pulsating music and the rows of exactly the same, different sized merchandize. It smells of respect in here. There is a spirit of rebellion too, to go against the tide of “made-in-china-worn-by-latest-token-toker” in bringing surf lifestyle back to renegades. It’s a nod to those who embraced a creed that fostered the ultimate understanding that as within so without and there is power beyond human control. Money can’t buy love and it may not make the waves glass off but it does make the world go round. And we’ll need something to walk around in.
F EAT U R E