The initial stages of brand building are a really good time, it’s a chance to dream, and for BlackBox Surfing the inception was special. The brand success would be based on our relationships with our suppliers, customers and peers. The BBS Code of Conduct outlines the high expectations I put on myself in any new project. All concepts are valid in the beginning; there were countless names, logo iterations and images that came and went. I had more night without sleeping in my old rented apartment then I can remember. There were countless trips to the beach to throw our ideas around with close friend and collaborator Denis Kishimoto, which were critical in finding our way. That’s where I came up with our “Put dream into your eyes” mantra. It felt so good, there were no boundaries, I was just doing what felt right!