SOUL was launched way back in 1989 as the brainchild of CHIP ROWLAND. After leaving BILLABONG USA - a company he co-founded with BOB HURLEY back in 1983 - ROWLAND had an idea for his own brand. " I got burnt out with the pro rider marketing dogma and corporate politics."

Initially, ROWLAND was inspired by the delta blues artists who were never paid much, or nothing at all, yet their music was the foundation for the rock n roll industry. Similarly, surfers in years past never thought to get paid for their sport either. Surfing - like music - was a lifestyle and surfers generally rebelled against the authority behind contests. Nowadays, surfing and other board sports have an excess of competitions that serve as marketing support systems for a multibillion dollar industry.

ROWLANDS idea was to establish a lifestyle/fashion brand of clothing that gave a voice to the active youth culture who is not interested in imitating a "PRO". The "everyday players" who are committed to board riding, playing music, and being creative as opposed to competitive. SOUL is hardwired with in them and they are naturally drawn to the brand. Our message with SOUL is you don't have to be sponsored to be legit a what you enjoy doing.

SOUL defines style and is the name associated with excellence. Artists & lifestyle athletes continuously describe their best performances as "SOULFUL". It's cool to have SOUL. It's our goal that you look & feel good wearing it. " If I have to explain... you won't understand."

SOUL is promoted as an active lifestyle brand. However, ROWLAND envisions the brand to be known for respecting the environment and having concern for people in need. At SOUL we offer fundraising opportunities to help individuals or groups raise money through the sale of our products.

We think you will enjoy wearing SOUL.