The James Brand, recognized for crafting modern, minimal everyday carry accessories, proudly introduces their Sine Qua Non brand campaign, an initiative highlighting the power of essentials by drawing focus to the tools, people and places that make it all happen. The premiere profile in the campaign introduces World Championship Tour surfer, laid-back jammer, gardener, fisherman and family man Conner Coffin.
“Off Tour, sometimes it’s nice to keep the garage shut for a few days, play guitar, garden, fish,” says Coffin, a James team member.
Coffin is most recognized on Tour for ripping big turns that never interrupt his clean, stylish lines. On down days he is able to keep his head in the right place by reconnecting to his home and keeping a low-key, down-to-earth profile. His indispensable items seem obvious — boards, wetsuits, wax, fin key — yet it's the way Coffin handles himself out of the water and away from the contest circuit that makes him a crucial part of the James team and the next generation of surfing.
In parallel to The James Brand’s ethos, Coffin recognizes the value of keeping essential tools at his disposal. “I’ve grown up with a knife at my hip,” he says. “On and off the road it’s pried fins loose, cut out fiberglass for impromptu ding repair and been a daily essential for fishing, swapping guitar strings, or simple snacks on the go.”
The James Brand’s Sine Qua Non campaign will continue to shed light on additional masters of their craft, such as action-sports producer and heli guide Clark Fyans and snowboarder and rancher Mark Carter, to share stories of versatility, understated confidence, capability and readiness.
The James Brand was created in Portland, Oregon, in 2011 by a group of designers and adventurers who were looking for something better. Based on the adage that if you can’t find what you want, you might have to make it yourself, we decided to put pen to paper and design something new: knives made with premium materials, a minimalist design aesthetic and clear attention to the details. We make modern knives and tools that are a better reflection of our values and lives. Modern, minimal everyday carry is what The James Brand is all about. For more on The James Brand, please visit www.thejamesbrand.com.