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, 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 when the dust of rock’n’roll settled, Clifford came back to his roots, his world, his home. He picked up pencils again and started sketching by hand, instinctively, without overthinking. His drawings told raw stories of the streets, the ocean, and freedom — scenes inspired by his youth on the Gold Coast and the surf & skate culture that runs deep in his veins.
That’s when Lisa, his wife, stepped in. She saw more than a hobby — she saw a vision, an energy, a world others would connect with. Her idea was simple: “Put these on T-shirts. People will feel it.”
She was right. Together, they gave birth to SO LOCAL.
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More Than a Brand, A Way of Life
Born on Australia’s iconic Gold Coast, SO LOCAL is not just clothing — it’s a movement. We live at the crossroads of surf, skate, and rock ’n’ roll, and every design carries this spirit: bold, rebellious, and true to the lifestyle that raised us.
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Shaped by the Elements
The ocean teaches us rhythm.
The sun fuels our spirit.
The coast gives us freedom.
Every piece we create reflects this raw energy — unapologetic and built for those who carve their own path.
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Built for Life, Not Just Fashion
We don’t make clothes to sit in closets.
We make gear to be lived in — surfed in, skated in, and played hard in.
Crafted with quality fabrics, lasting fits, and effortless style, SO LOCAL moves with you, wherever your lifestyle takes you.
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Our Tribe, Our Culture
From Snapper Rocks to city streets, SO LOCAL belongs to the community — the surfers, skaters, and creators who live the lifestyle every day.
This isn’t fast fashion.
This is real culture, shared by locals and lived worldwide.
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Join the SO LOCAL Movement
Wear it. Live it. Share it.
SO LOCAL is for those who don’t just follow the waves — they create them.
