AM SURF - No 1

Growing up, surf culture was heavily driven by magazines such as Surfer Mag, Transworld, Surfers Journal, etc . It was influenced by your local surf shop, and by the team riders each shop and brand sponsored. 

It was a time when a surf movie inspired and created excitement. The excitement of surfing, traveling and the subsequent aspirational life style fostered the culture. A culture where surfing dictated so much- clothing, language, hairstyle, friends, boards, travel, and even food. 

For me, movies like Young Guns, Step Into Liquid, The Endless Summer, Castles in the Sky, Modern Collective, Shelter, and September Sessions stoked my surfing flame. 

I’m not sure why things changed (the internet probably had something to do with it), but the magazines which I grew up on lost their luster. The local pros and shop sponsorships slowly faded and lost their influence, and the idea of surfing being a way of life, and not just a hobby slowly went away. 

What inspired me as a grom continues to inspire me, and in an effort to revive those feelings of my youth, I decided to reinvigorate Adam Mar with a taste of old.

This spring, we will be releasing an annual piece of literature, AM Surf. A magazine that draws inspiration from surf culture, shapers, surfers, photographers. A magazine that draws inspiration from natural world, biologists, ecologists, wildlife photographers, and lastly draws from a wonderful collection of people involved in an eclectic assortment of arts.

In addition to the mag, we will be introducing a shop sponsorship team rider program, with a hope to support our local pros, and our friends from all over the world. We will offer a collection of short stories and video features tying this whole project together.

This new program has been quite the undertaking, and it’s definitely not something I was able to do alone. In fact, people way more talented and influential than me have been key in making this happen. Stories and features from:

Harrison Roach

Hunter Vercoe

Justin Adams

Jeffery Jones

Alex Knost

Sam Falls

Tin Ojeda

Derrick Disney

Jack Coleman

Thomas Lagrega

John Bilderbeck

Leif Engstrom

Laine Dupont

Danny Dimaro

Joey Silvestera

Alex Kilgore

Ashfaq Marghoob

Ben Papaleo

Ray Hennesy

Scott Chaskey

Erik Schwab

Trevor Lecaros

Jordan Minardi

Matt Correia

Rachel Lord

With special thanks to:

Parker Sprout

Giovanni Remo Angelone

Hula Sunglasses

Chris Coleman

Hero Beach Club