How Proof Lab Has Navigated the Pandemic

Proof Lab operates several businesses in Marin and subleases space to others. Clockwise from top left: A coffee shop, Proof Lab Skate Shop; Proof Lab Surf Shop; Proof Lab Beer Garden. Photos courtesy of Proof Lab.

SPONSOR

By Tiffany Montgomery | Published Aug 3, 2020

Proof Lab, based in Northern California, has become one of the pinnacle accounts in the industry. We talk to Co-Owner Will Hutchinson about surviving the three-month shutdown, what they are seeing in stores, the growing inventory challenges, and how they believe the rest of the year will unfold.

YOUR EXECUTIVE EDITION
EXPIRED. RENEW >

This article is available to our Executive Edition members. Click here to login or click here to sign up.

If you’re on this page and you think that your membership should be active, please click here to email our customer care specialist.

Industry News

An image from Eagle Creek's Quit Your Job campaign - File photo courtesy of Eagle Creek

VF Corp. to Shut Down Eagle Creek Brand

Jun 11, 2021

Eagle Creek used to be headquartered in Carlsbad, but moved to Denver in 2019 along with many other VF brands.

ROXY's new campaign is all about female empowerment. Courtesy of ROXY

ROXY Launches New Campaign to Redefine “Cute”

Jun 11, 2021

ROXY launches a major new campaign to empower athletes and battle stereotypes.

Rip Curl Chief Brand and Marketing Officer Neil Ridgway having some layday fun with surfers, WSL staff and sponsors on Rottnest Island during the recent Australia leg of the tour - Photo by Matt Dunbar WSL

Rip Curl’s Neil Ridgway on Going Deep with the WSL

Jun 10, 2021

We asked Rip Curl’s Chief Brand and Marketing Officer why Rip Curl is going deep with the WSL and how | Read more…

Industry Insight

Clean Oceans for Surf – June 18-20, 2021

Jun 8, 2021

Clean Oceans for Surf returns for its second year to raise funds for the SIMA Environmental Fund

Views from the Bus: Jeff Kelley

Jun 2, 2021

SDSI Podcast’s Views from the Bus, Bob Rief is joined by Jeff Kelley, Founder of Sanuk

Photo by Russell Ord courtesy of Surfrider Foundation

Surfrider Foundation Releases Annual Clean Water Report to Protect Public Health at the Beach

May 26, 2021

Surfrider’s Clean Water Report reveals nearly a quarter of water samples tested across the nation indicated high bacteria levels

Industry Releases

Alterra Mountain Company Names New Executive

Jun 11, 2021

Alterra Mountain Company names new president and COO of Mammoth Mountain and June Mountain.

Wavegarden in Praia da Gama Courtesy of Wavegarden

Wavegarden Arrives in Brazil

Jun 11, 2021

Wavegarden creates the world´s first inland tropical surf beach.

Iconix to be Acquired in “Go Private” Transaction

Jun 11, 2021

Iconix Acquisition Corp., an affiliate of Lancer Capital, LLC is buying Iconix for about $585 million.

How Proof Lab Has Navigated the Pandemic