For Joe Huebner, the spirit of fun, which was one of the touchstones of the surf scene, is being ignored by a culture obsessed with competition.
“Kids used to say that ‘I ditched basketball practice to go surfing,’” Huebner said. “Now it is such a sport that it is basketball practice. The parents are involved.”
In reaction, he started a surf-friendly T-shirt brand called Don’t Care, and it has become a contender. Huebner placed it in selected doors at prominent Southern California surf shops such as Sun Diego, in Jack’s Surf Shop, in action-sports specialty chain Active, in Laguna Surf & Sport in Laguna Beach and in The Frog House Surf Shop in Newport Beach.
Don’t Care, headquartered in Costa Mesa, Calif., offers T-shirts, caps and hoodies, most bearing humorous sayings such as “In Memory of My Memory,” which is accompanied by a graphic of a beer can with wings on it. T-shirts are made out of 100 percent cotton, and most are blanks made by Spectra USA. The T-shirts retail for $20, and Huebner said that he hoped to keep his shirts popularly priced.Continue Reading →