THERE ARE NO RULES
Starting Out
When I started WDSC, there wasn’t some master plan. I just knew I wanted to build a big brand with some attitude behind it. I grew up looking at brands like Supreme, Stüssy, Palace, Noah — they all had something more than just graphics on shirts. They stood for something. They felt like they were part of a world you wanted to be in. Back then, I didn’t really get how they pulled that off. I thought if I just made some cool designs and slapped them on tees, people would care. Turns out that’s the easy part — the hard part is making it mean something that sticks.
Finding My Lane
The longer I’ve done this, the more I see what separates brands that last from the ones that burn out. It’s not just hype drops or cool photos — it’s whether people feel like they’re buying into something bigger than the clothes. That’s been my biggest challenge: getting my ideas to match the people who actually show up for it.
WDSC stands for Wet Dreams Surf Club. That name alone throws people off. Some assume it’s a typical surf brand — big wave edits, beach clichés, all that. But I’m not trying to be that. I love the ocean, but I’ve always been more drawn to that tension where coastal and city energy mix. I like the idea of something that feels laid back but also has an edge. Not obvious surf branding, no surfboard graphics slapped all over. Just the undertone. But explaining that is hard when the name wants to pigeonhole you.
Staying Real
I’ve been surfing since I was 13. It’s part of my life but it’s not all of it. I’m not a pro surfer. I’m not trying to sell that. I just want to make what feels good to me and not box myself in. I’m not here to satisfy anyone. The name “Wet Dreams” throws people for a loop — man I’ve gotten side-eyes from both the surf scene and streetwear people. I’ve had industry folks act like it’s dumb or unserious because they don’t get the joke. Honestly, that’s fine. Not everything has to make sense to everyone.
Taking Hits
Early on, it bothered me more than I’d admit. One random comment online could ruin my day. Mostly because every person who liked or bought something felt like rent money at the time. That pressure makes you take things too personally and second-guess everything. I’ve learned you can’t build anything lasting if you let every opinion steer you.
The self-doubt never totally goes away, but you get better at working through it. If you care, you keep showing up. Sometimes you have to pause, rework stuff, or walk away for a bit — just don’t quit on the thing that got you excited in the first place.
How I Work
I don’t have some fancy creative process. It’s just a loop: make something, sit with it, tear it apart, make it better. I put stuff out even if I’m not 100% sure. Sometimes I’ll revisit an idea six months later and see it differently. I’ve scrapped whole collections because they didn’t feel right anymore. That’s how this has grown — not by chasing trends but by letting it evolve naturally.
WDSC is still messy. That’s fine. It feels more real that way. It’s not a machine, it’s just me making things I’d actually wear and hoping the right people find it. And they do — slowly, but they do.
