Is there anything that Laird Hamilton can’t do….the Waterman’s Waterman! He has pioneered so many things….foil, tow in, first big wave descents, the craziest pool workouts and ice baths with a who’s who of players. Now he has brought his innovation to the clothing world? He wasn’t supposed to.
This is what usually happens in chronological order:
- Celeb hangs out with a bunch rich friends
- A couple rich buddies say “lets to a celeb line”
- Celeb takes a little bit of cash and some equity while his/her genius (soon to lose all their money) friends enter the clothing business
- Celeb sees what the clothes look like at the opening night celeb filled gala
- Celeb whispers “what does technical versus fashion mean again” to publicist before first round of interviews
- Retailers don’t support it
- Clothing ends up at TJ Max and in care packages
- Little kids in 3rd world countries end up being the primary beneficiaries of celeb clothing line
How many times has that happened = how many licks to the center of a tootsie pop? But this one might have a shot as it’s Laird…right? Well guess what…disregard all of the above points as the Laird line is the realest of real deals. This is the farthest from your typical slap on a celeb-brand name and call it a day.
To start with, the guy found a real lane. While every other surf brand is youth, youth, youth….Laird is going for mature. The color ways are spot on. The materials are fantastic. The cuts are perfect. And the overall looks are state of art. This is a clothing line that knows what it is, what it stands for and what it is trying to do…..like um Laird. After you get through the line made up of 3 key components; offshore, fitness, and lifestyle you realize that this is finally a clothing brand that exploits the wisdom, knowledge and know how of the expert as opposed to just the celebrity status!
The Surf Channel sat down with Laird at the star-studded kickoff party and his passion for life, family, surf and his new clothing line cut through very quickly. The Laird line brand goal is “to make the clothing as authentic as they could” and believes that will make it uniquely successful. Laird’s collection is organized into 3 categories all performance based and functional; offshore, fitness, and lifestyle. Laird’s offshore collection focuses on hydro-efficient styles such as performance hybrid shorts, sun protective shirts, and heat managing wetsuits. His fitness collection features hybrid styles that provide maximum comfort along with technical performance. Lastly, Laird’s lifestyle collection includes classic loungewear pieces that are essential for a casual evening out. Laird apparel is the perfectly crafted combination of styles fit to satisfy the adventurous spirit of a hardcore athlete.
This is a man moved by life to the point that he moves life. He is appreciative of the things he has, people he is close with and the little things in life. He is respectful of all and gave everyone at the star-studded event special treatment. Speaking of star-studded, there are $200MM dollar movies that have premieres with less stars than this event had. How do you get Oprah Winfrey, Orlando Bloom, Sasha Baron Cohen and a Kennedy (Rory) to attend a niche clothing line opening? Rande Gerber, John C McGinley, of course Gabby Reece and so many other recognizable famous faces. It seemed like every prestigious family in Los Angeles and the country had some family member present.