Jeff Di Fiore

Break->East Surf Apparel

Launch, Branding and Marketing​

​

For too long surf companies believed there’s only one coast that defines surfing. That surf apparel needs to have huge logos, loud colors, and cater to 16 year olds.

But Break->East proved them wrong and started a movement.

Launched in 2009 we made it our mission to represent East Coast surfers. Born from own personal desire for a brand that understands the East Coast surf culture and loathed the West Coast stereotypes. East Coast surfers are a different breed. And our surf experience is not always as picturesque as our counterparts. East Coasters have to endure snow-covered beaches, thumping hurricane swell, hucking beach break and endless duck dives. They can also be successful in their careers, sophisticated in their style, and still surf…not falling into the trappings of the “surfer dude” persona.

After extensive research and one-on-ones we found that Jason and I were not alone. I created the name and logo for Break->East for our company and the brand’s overall creative and marketing positioning. I designed everything from post cards, business cards, print ads, sales collateral, store displays, t-shirts, posters, digital ads, and the e-commerce site. I even wrote and directed a spot for our popular Crumble Shirt line for under $10K that ended up going viral. Being a partner (and surfer) I was also included in the apparel design decision-making. Break->East received a great deal of press, followers, retailers, and customers. Always environmentally conscience, we joined forces with the Surf Rider Foundation and “1% for the Planet” to help raise awareness and funds to help protect and preserve the World’s oceans, waves, and beaches.

I still wear many of the Break->East pieces today and it was a very rewarding experience both personally and professionally.

​