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Brand Q&A with Sport of Kings Forever Young

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  • Each capsule is inspired by the distance surfers will travel to pursue their passion - Photo courtesy of SOKFY
  • West Coast Board Riders came about from a photo shoot with seven generations of surfers - Photo courtesy of SOKFY
  • Co-Founder/Design Director Ziggy Williams - Photo courtesy of SOKFY
  • Co-Founder/Creative Director Casey Wheat - Photo courtesy of SOKFY
  • Co-Founder/President Chris Moreno - Photo courtesy of SOFKY
  • The West Coast Board Riders brings together surfers from all generations - Photo courtesy of SOKFY
  • Each piece is designed to provide comfort on the journey for waves - Photo courtesy of SOKFY
  • SOKFY has one flagship store in Pacific City and one opening at the USC Village - Photo courtesy of SOKFY

We spoke with Ziggy Williams, Co-Founder and Design Director at Sport of Kings Forever Young and the West Coast Board Riders.

Ziggy shares his inspiration behind the brand and why he and his partners later started the West Coast Board Riders, a friendly surf competition between cities. 

When and why was Sport of Kings Forever Young started?

Ziggy Williams: It was started in 2014 to build a grassroots brand with an authentic story. We focused on quality and attention to detail - fabric, fit and function.



Who owns the brand? 

Ziggy Williams: Casey Wheat, Ziggy Williams and Chris Moreno.

How would you describe the aesthetic and the niche you are going for? 

Ziggy Williams: Each capsule is inspired by the endless miles a surfer travels for whatever lies at the end of the road. Each piece is designed to provide comfort along the journey.



What categories is the brand in?

Ziggy Williams: Surf fashion. SOKFY brings a fresh new look and feel to the surf industry, using organic fabrics and vibrant color palettes with a vintage feel. Essential cut-and-sew T-shirts, fleece, jackets, hats, pants, walkshorts and pool-side trunks.

Tell us why West Coast Board Riders started and how it is connected to Sport of Kings?

Ziggy Williams: Sport of Kings Forever Young was founded first. The West Coast Board Riders came about from our first photo shoot with seven generations of surfers, from the 1940’s to present day. This gathering of the “surfing brotherhood,” inspired us to design a shirt “West Coast Board Riders.”  From there we started Huntington Beach Board Riders Club and asked other cities to compete.

Is the goal to be a direct business or do you want to have a wholesale business too?

Ziggy Williams:  We have two flagship stores: Pacific City in Huntington Beach and USC Village, which will open in January. We also have direct-to-consumer and wholesale distribution to premium accounts. 

Biggest challenges? 

Ziggy Williams: Flat spells and cash flow.

Biggest surprise?  

Ziggy Williams: All the opportunities we’ve been blessed with. 


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