The True Origins of SO LOCAL
SO LOCAL wasn’t born in an office or on a business plan. It was born by the ocean, between scorching sand, cracked pavement, and childhood memories.
It was born in Mermaid Beach, on the Gold Coast.
It was born in the heart of a local boy: Clifford Hoad.
Before creating clothing, Clifford lived another life — that of a rockstar. Founder, singer, and drummer of the legendary band Kings of the Sun, he toured the world, fueled by adrenaline, excess, and a love for raw music.
But before all that, Clifford was just a kid from the streets of the Gold Coast. He grew up where surfing is a religion, skateboarding is a language, and you learn early to follow your own rules.
And when the dust of rock’n’roll settled, Clifford came back to his roots. Learn more →
SO LOCAL wasn’t born in an office or on a business plan. It was born by the ocean, between scorching sand, cracked pavement, and childhood memories.
It was born in Mermaid Beach, on the Gold Coast.
It was born in the heart of a local boy: Clifford Hoad.
Before creating clothing, Clifford lived another life.. Learn more →