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INTERVIEW / BRAND PROFILE TWOTHIRDS

Foton bildspelet: TWOTHIRDS

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NSMs intervju med Jan Groenendijk, brand manager av TWOTHIRDS:

Twothirds was established in San Sebastian, heart of the Basque Country. Its founders started a surf-inspired street label to be set apart from others. A brand that stands for pure design, high quality sustainable fabrics and a deep connection to the ocean. Two-thirds of our planet is covered by ocean. It is what makes us all who we are and what gives us so much joy.
TWOTHIRDS aims to address like-minded people, who are awake and aware of the immense value of our oceans and are deeply connected to surfing but also have a thirst for style and substance. More than just another green brand they like to think of TWOTHIRDS as the blue company. The leitmotif: Protect what you love.

Tell us something about your roots?
Growing up in a remote landlocked village, I was fourteen when a surfing magazine caught my attention in a local kiosque. Ever since the first wave ridden I was hooked and tried to plan first studies, then internships and later jobs accoringly, to spend as much time possible near the ocean. When the guys from TWOTHIRDS contacted me and asked me to get on board I was stoked about their commitment for the ocean and that it has been blended into every aspect of the company. For example, we are constantly looking at ways to reduce our impact on the environment, we have replaced the plastic bags that are commonly used throughout the clothing industry with a bag developed in England that dissolves completely in water without leaving any harmful residues. Also, the paper we use is made out of recycled algae that would otherwise clog up the Venice lagoon. But our biggest commitment is perhaps reflected with the donation of 10% of TWOTHIRDS proceeds to Oceana, the worlds’ biggest organisation dedicated to protecting and preserving our oceans.

What sets you apart from other brands?
There is a wave of companies and individuals that care about living in a better world and we are happy to be considered among them. But what also sets us apart from others, I think, is that our philosophy touches not only the core surfer exploring for remote and un-surfed waves but also the style conscious consumer that lives in the city and wants to wear more sophisticated styles defined by high-quality fabrics and detailing, as well as a commitment to the environment.

Do you have team riders?
We are constantly supporting and working close together with our TWOTHIRDS Sentinels. A TWOTHIRDS Sentinel is someone that lives for the ocean, whether world famous or unknown - someone who puts their talent and passion into protecting and preserving our oceans. Essentially, they are informal ambassadors flying the flag for TWOTHIRDS in a variety of sub-cultures such as surf, music, film, art and environmental activism. The creative force within this group is incredible. One of the most recent sentinels to join the blue family is style-master and NORDEN surfboards owner Angelo Schmitt. Together with his son he collects rubbish from the beach and makes amazing art pieces.
In addition, we are working on several product collaborations with talented artists, as well as supporting our shop partners with a traveling Photo Exhibition highlighting the work of photographers with whom we worked over the last year. Our creative activism will continue to be a cornerstone for 2011; therefore we will continue to use all our creativity and energy to continue raising awareness of the importance of our oceans.

What is your relationship with the nordic surfing community?
San Sebastian and the Côte des Basques are favourite destinations for nordic surfers. That’s why we’ve made good friends within the nordic surfing community in Sweden, Denmark and Norway over the years. I myself have camped around Klitmoller a couple of times and was surprised with the deeply rooted surfing culture in the north and its good waves.
On the other side we will be supporting Oceana and their recently opened office in Copenhagen with their Baltic Sea Mission. The baltic sea is an environment with highly valuable biodiversity, but pollution, destructive fishing practices and poorly managed marine protected areas continue to threaten the richness and resilience of the sea. Oceana’s long-term project is aimed at halting damaging fishing practices and improving the network of marine protected areas. We are exited to support Oceana on this great mission with all our sentinels and creative activism.

Diggar ni TWOTHIRDS? Håll utkik efter NSMs hemsida och vår Facebook-sida. Vi kommer inom kort att bjuda er på lite sköna TWOTHIRDS-plagg!!!