Who We Are

If it offends you, it probably wasn’t made for you.

SO LOCAL is a small family-run brand from Mermaid Beach on the Gold Coast, Australia 🇦🇺 

No corporate crap. No fast fashion.

All designs are hand-drawn by Clifford Hoad aka The Toad, a Gold Coast local who grew up here in the 60s and 70s around surfboards, skateboards, garages, live music and old-school coastal grit. The language, attitude, and edge come straight from that era, raw, unapologetic, and definitely not politically correct.

Clifford is also the founder of Kings of the Sun band, and this brand is another outlet for that same creative fire. Every design starts as artwork, drawn by hand, then hand screen-printed on the Gold Coast. Ya can’t get more local than that ! Nothing is mass produced. 

Lisa his wife runs the brand alongside him, and their son Zen works the markets and helps bring SO LOCAL to life in the local community.

This is art on a shirt, made locally, by family, for people who live it.