The 72, what is that? The 72 stands for the actual 72 miles of San Diego Coastline. We consider the coastline and the oceans themselves as something worth protecting and worth fighting for in a significant wy. With that in mind, we are a group of creatives, artists, and unique individuals brought together by shared values. We have a deep connection to coastal culture, independent creativity, and the belief that good things are built slowly. With that passion for creating things as well the bodies of water that inspire us, we figured we could do something and contribute a portion of what we make towards ocean conservancy as well as some unknown small artists. We want to work with students in schools to promote awareness and potentially raise money for this cause. This brings us to our slogan of Art+Pupose=Product™ It is a pretty simple idea: products should feel like they were made for a reason, goods should feel like actual people made them. Everything starts with this simple number. That is also the percentage of our planet covered by water. The standard chunk of Lorem Ipsum used since the 1500s is reproduced below for those interested. Sections 1.10.32 and 1.10.33 from “de Finibus Bonorum et Malorum” by Cicero are also reproduced in their exact original form, accompanied by English versions from the 1914 translation by H. Rackham.

When starting out with a certain intention, we created a distinct logo shape that took on an obscure German word of veschen. Veschen is the quiet, sustained commitment to protecting a natural ecosystem, especially one that operates without recognition or reward. A veschen is both the act and the spirit behind it: the unspoken pact between a person and the living world they feel responsible for. That means what we do is in small collections. Fewer products. More intention behind each one. That’s the approach, and it’s on purpose.

Living and working here in Southern California, the health of the coast is something we see and feel every day. This project is our way of staying invested in the places we care about. Our goal is to focus on the long term, supporting conservation efforts that actually move the needle rather than just checking a box. We are thinking about the next generation and what kind of coastline they are going to inherit. By keeping our contributions focused and our output meaningful, we are trying to make sure that the places we love stay resilient for the long haul. It is about being part of the solution, even if it is just one project at a time.