The True Origins of SO LOCAL

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

SO LOCAL is a small, family-run brand out of Mermaid Beach on the Gold Coast, Australia.

No corporate crap.

No fast fashion.

Every design is hand-drawn by Clifford Hoad, aka The Toad, an original Gold Coast local who grew up here in the 60s and 70s, surrounded by surfboards, skateboards, garage bands, live music, and old-school coastal grit.

The filthy language, the ballsy attitude, on the edge, it all comes straight from that rebel era.

Raw. Unapologetic. Definitely not politically correct.

Clifford is also the founder of the KINGS OF THE SUN band. Clifford’s music has been praised worldwide and is acknowledged as one of Australia’s best drummers and well respected showmen in the industry. A highly experienced and sought-after musician, living in the USA, Clifford has played with the best in the business and toured internationally supporting KISS, Guns N’ Roses, Iron Maiden, Joe Satriani and Sammy Hagar, just to name a few in the business, for many years. He has also shared the stages with many Aussie rock bands such as INXS, Jimmy Barnes, Rose Tattoo and The Angels.

Clifford started doodling these artworks over 30 years ago while he was touring the world. About 20 years ago, he showed Lisa, his wife, a pile of his drawings and said one day he would like to turn them into stickers. Lisa laughed and told him they were way too good for stickers, they belonged on shirts. Being a Gold Coast local herself, raised in the same surf culture of the 60s and 70s, she instantly connected with the old school attitude and coastal grit in the designs. When the time finally came to put the drumsticks down and retire from touring, they decided to get the artwork out of the drawer and build something together as a family, bringing their son Zen into it as well. That was the start of SO LOCAL. Today, Lisa is the machine behind the brand, and Zen brings it to life at the markets, meeting people face-to-face and bringing SO LOCAL to life in the community.

SO LOCAL is just another outlet for that same creative fire of Clifford’s. Same energy. Different canvas. Every design starts as original artwork, drawn by hand, then hand screen-printed right here on the Gold Coast.

YA CAN’T GET MORE LOCAL THAN THAT!

This is art on a shirt.

Made locally.

By a local family.

For people who live it.