why we do it

There is a lot of creativity out there from a lot of no-name artists here and there. We started this because we wanted to build something worth building. Not just a brand, but something that puts real resources back into the places that made it possible. The ocean and the coastline aren’t just the backdrop to what we do. They’re the reason we do it. The people who surf, who spend time near the water, who grew up around it know what those places mean. They also know how quickly that can change.

Erosion, pollution, development, warming water. The threats are real and they’re ongoing, and we think businesses that draw inspiration from those environments have an obligation to do more than just reference them in their branding. So we built giving in from the start. A portion of every sale goes directly toward ocean conservancy and coastal restoration efforts. Beach cleanups, habitat protection, organizations doing the unglamorous work of actually keeping these places intact. We’re specific about where that money goes and we’ll always be transparent about it.

The artists we work with share that connection. The creativity that shapes this brand comes from people who care about these places too, and part of what we’re building together is a community that puts its money where its values are. Smaller runs, less waste, more intention behind every product. If you buy something from The 72, you’re part of that. A small piece of every purchase goes toward protecting something worth protecting. That’s not an afterthought. It’s the point.