ORIGINAL SEÑOR LOPEZ? Si, Como No!
Joining forces
Original Senor Lopez, is one of the surf industry’s unique, heritage brands. Launched in the ’70s, Senor Lopez carries on the tradition of 100% recycled threads, with fresh, updated lines and new leadership. Joseph Lloyd Lopez is the Senor Lopez OG, the brand founder and creative since 1970. Gary Crane acquired the license and operating company in January 2024.
What inspired you to acquire the license?
Gary Crane: I was on the inside as controller for three years for the previous licensee. I saw the amazing history of Senor Lopez, their unique artisan fabrics, reps, and customers who really appreciate the quality. While the company was doing “OK,” I felt it could do way better on many fronts. I floated acquiring the business to the owners, Joe and our manufacturing partners (outside of Mexico City) in 2023. It all came together very nicely and I’ve been running the business since January 2024. Plus, I was stoked to work with my son, Jason. He’s a very talented surf videographer and photographer. He works with Ian Crane (his cousin), Kolohe Andino, Crosby Calapinto, Mason Ho, Coco Ho, Asher Pacey, Logan Dulien, and all the San Clemente rippers. It’s a natural fit and super cool to work together. I have experience in growing a small business. I was a 20-year co-owner of Duffy Electric Boat Co., which I sold my interest in in 2005.
Photo left: Joe Lopez, licensor, and Gary Crane, licensee. Center: Jason Crane. design director. Photo right: Señor Lopez is now in Sun Diego, O’Neill Surf Shop, PJ’s, Santa Cruz Apparel, Panchos, Sierra Moon, Longboard House, and other core stores that are coming back to the brand. Senor Lopez is also about to ship to James Perse home/lifestyle stores.
How do you guys work together?
Joe Lopez: It really has progressed organically. When Gary approached me about taking over the license, I understood his knowledge of the business and appreciated his desire to improve so many facets. I was excited to support his vision and help anyway I can.
Gary Crane: Joe and I talk/text/message all the time! He’s an amazing creative guy, with a wealth of history. We share a lot in common – fathers of three, life-long surfers, and good humans. His six-year commitment to acting has been cool to follow. You’ve got to check out his work, IG: @josephlloydlopez, you will be seeing Joe on the big screen! I really like how our relationship has evolved.
So what’s new?
Gary Crane: Well, a lot! I’m very fired up on our new women’s styles and new sophisticated colorways. I’ve worked with two amazing designers to bring these to market. I’ve also improved how we work with reps. Their relationships with surf retailers are so important. I do my best to give them the products and customer support they deserve so they message retailers “You need to give Senor Lopez a shot.” All we want is an opportunity to prove ourselves, add “color” to their stores. I dig my reps and hope my commissions go from “vacation fund” to “mortgage and colleges funds.”
We’ve flipped the script on how we produce fabric. We now create a vision of color, pattern, and texture. Our team in Mexico sources 100% recycled threads to support designs. In the past, it was the opposite. Bulk fabric was created based on yarns that were available. It’s been a huge, positive change embraced by our awesome factory partners.
Joe Lopez: Gary, you forgot to mention… we just landed James Perse, shipping blankets and hoodies to four of their lifestyle/home stores. Pretty cool! We’re also showing at Outdoor Retailer in June. I know our products will resonate among retailers there.
Senor Lopez’s new women’s line just launched: Cropped Hoodie, Lounge Pant, and Beach Short. These styles are crafted on a similar weave that’s 30 percent lighter for excellent wear and comfort. Internally the line is called “Senorita.”
Senor Lopez has a pretty interesting history in the surf industry. Can you tell us about that?
Joe Lopez: I was blessed to have been surrounded by some incredibly talented artists in Santa Barbara in the ’70s and ’80s, including Jack Meyer, a sketch artist and one of the best surfboard air brushers ever to be in the industry, and John Iwerks, a cartoonist, sculptor, and landscape painter. John also happened to be the grandson of Ube Iwerks, a huge creative force with Disney. Both their talents were organic forces that were undeniable. It was a creative time where ideas, logos, and print patterns went from spitballing while surfing to napkin sketches at breakfast, a spontaneous world of fun and unrestrained creativity. It’s hard to look back now and think that was considered work.
Gary Crane: I was blown away by the archives Joe has been sharing. I’ve found Joe is super humble and not one to tout his accomplishments. He was early to utilizing recycled fabrics to craft his yarns in ’70s. He challenged the factories to create new weaves, the artisan twisted yarns we still use today. He brought Flojo Sandals (from Mexico) to the U.S. surf market in the ’70s – “the sandal that doesn’t slap back.” I was at Surf Expo this year, and so many industry icons talked stories of Joe! Another treasure are the original Senor Lopez art pieces. Like Joe said, created by incredibly talented folks! We’ll bring this OG art into a T-shirt line next year.
Joseph Lloyd Lopez, left, an early adopter of the sustainable fabric crusade, Below right, Lopez’s daughters and wife in a Surfer Mag ad back in the day. Top right, Jack Meyer, airbrusher extraordinaire and key influencer of Original Senor Lopez.
Made in Mexico from the beginning. What’s the story there?
Joe Lopez & Gary Crane: We are really proud of the relationship we have with our weaving factory and sewing factory outside of Mexico City. These family-owned textile groups that Joe met in the ’70s continue to craft our products today. Check out this video featuring our team in Mexico… just wonderful, talented people! We’re feeling good manufacturing in Mexico considering the possible changes in today’s Asian import climate.
