THE COLLECTIVE

Adam Mar is the founder and creator of his namesake brand and Montauk’s buzziest surf shop since 2017. An East Coast surfer and fashion designer, whose collections combine beach vibes with a city-dwelling edge. The brand has grown to encompass a print magazine, video surf competition, best selection of boards, and an incredible hub for the surf-obsessed community. Case in point: his twice-yearly board swap draws people from all over Long Island. It’s a scene. 

Aloha Collection began in 2014 with one bag and a clear sense of purpose. Founders Rachael Leinaʻala Soares, a flight attendant, and Heather Aiu, a Kauaʻi native, launched the brand through a Kickstarter and grew it through lived experience. Travel, water, and movement shaped the early days. What started as roommates became best friends and long term partners. ALOHA Collection is about the journeys behind the bags and the community built along the way.

It’s 1998 in East Hampton, NY. Pediatrician Dr. Mark Mitchnick keeps seeing sunburned kids using sunscreens that didn’t work, so he invents transparent zinc oxide, builds a lab,  and in the process, pretty much invents sunscreen. Fast forward 25 years, all his son’s surfer friends love the product, so they ask him to revive the formula. Burnd prioritizes evidence over aesthetics, performance over ideology, and standards high enough that they’d use every formula on their kids.

Dawn Patroleum began as a passion project for East Coast surfer and fashion stylist, Jesse James. Searching for a nourishing product that would block out wind, water, and salt, and lock in her skin’s natural moisture; she saw an opportunity to combine her connection to the ocean with her creative background. Jesse partnered with her BFF and natural skincare expert, Sarah Trogdon  of Goldies Natural Beauty to bring Dawn Patroleum to life. 

Dr. Falcone's DING ZAP! started with a problem surfers ignored. Bad ding repairs cause more damage. Founder Joe Falcone learned this the hard way while fixing countless boards before shaping his own. He saw people using the wrong materials and paying for it later. So he made DING ZAP!. A fast, watertight ding tape that actually works. Simple to use. Easy to carry. Designed to protect your board, not ruin it. Built by someone who fixes boards for a living. Practical beats precious.
Every time.

Fix Manufacturing was built for people who move. Founder Tony Zentil spent two decades inside action sports, then decided tools deserved the same care as boards and boots. He designs compact metal tools that travel well, wear easily, and last. Every detail serves a purpose. No bulk. No gimmicks. Tony grew up skating, surfing, snowboarding, and riding anything with wheels. That background shows. Fix tools feel considered because they are. The goal is simple. Be ready when things break.

Freaks of Nature builds high performance skincare for people who live outside. It was co-founded by 11 time surfing champion Kelly Slater, along with Julia Nimocks and Lukas Derksen. The focus is helping your skin do what it is meant to do. Protect itself. Products are microbiome friendly, bio engineered, and designed to strengthen your skin’s first line of defense. With scientific guidance from Dr. Elsa Jungman, Freaks of Nature creates skincare that supports comfort, performance, and long days outdoors.

Founded by Mike LaVecchia, Grain designs and builds true wooden surfboards with the idea that they will never see the landfill. Staffed by a crew of like-minded surfers with a passion for woodworking, innovation, and people; their mission is to design and build surfboards that have more impact on your surfing and less impact on the environment. Grain believes that building and surfing a hand-built wooden surfboard is the ultimate experience a surfer can have. 

KASSIA+SURF was founded in 2016 to push women’s surf culture forward, with intention. Founder Kassia Meador left a long sponsored surfing career to build something more personal. Performance led. Design driven. Earth first. The brand creates functional gear with a high vibe, low impact approach. Kassia began surfing at 14 and turned pro at 17. Her style is graceful, disciplined, and grounded. That energy runs through everything she makes. Supporting time in the water and growth beyond it for mind, body, and community.

NeoNeo Surf is a zero-waste project turning recycled wetsuits into something new. Built for surfers, ocean lovers, and anyone who likes functional products with purpose, style, and a little salt thrown in. Each handmade piece reflects founder Holly Li’s commitment to reducing landfill waste, promoting a circular economy, and giving back. NeoNeo Surf is dedicated to sustainability in the surf community – saving the planet, one wetsuit at a time.

The Pickle Wax Remover was founded in the 1990s by Virginia Hebert and her husband Douglas. The idea came from a personal need and a desire to reduce waste. By reusing materials from surfboard production, they developed an alternative approach shaped by recycling, reuse, and a commitment to avoiding chemicals. Based on the North Shore of Oahu, the brand has built a loyal following within the surfing community, with longtime use by pros like John John Florence.

SALTT is pronounced “Salty". It is also very literal. The brand makes zero sugar electrolyte supplements because minerals matter. Founders Chris Bair and Miriam Bair learned this through family health challenges and later through their own wellness journey. They saw how small nutritional gaps drained energy and stalled daily life. SALTT exists to fix that. Clean ingredients. No grit. No nonsense. The goal is basic and human. Feel better. Do more. Show up. Even on this floating rock.

Most surfers think/wish/pray that they get better at surfing, by surfing more. Sure, time in the water matters, but it’s important to know what to focus on to improve. Founded by educators and watermen, Chris Blotiau and Evan Menen, The Surf Continuum is a coaching platform built around the fundamentals. With private coaching and surf instruction video library, coaches Chris and Evan help surfers understand why things happen in the water, so improvement becomes repeatable and sustainable.

East Coast native, Christina Winters, spends her time cultivating her backyards into medicinal gardens and surfing the Atlantic Ocean. Her Apothecary, Wych’s Bloom, got its inspiration from a Witch Hazel tree found growing in her garden. Certified in Plant-Based Medicine at Cornell University and a student from the Chestnut School of Herbal Medicine, Christina shares an infectious passion for the power of plants.