Rooted in the California lifestyle, LAUNCH is a platform provided for inspired, design-driven brands focused on uncompromised product integrity and innovation to reach their true potential. Comprised of the latest garments, accessories, gadgets, and equipment for an active lifestyle, LAUNCH is a carefully curated collection of brands, designers, artists, and visionaries at the vanguard of design and West Coast culture.
Part of the Launch campaign was the creation of extended interviews that gave deeper insight into the men being interviewed. Michael Tomson was one of them. He started Gotcha, brought fashion to surf, invented action sports marketing, took athlete promotion to a new level, and partied harder than Andy Warhol — and has the stories to back those claims up.
To this day his voice carries more weight than most, he consults with major brands- bringing years of on the ground experience and knowledge to every conversation he strikes up.
Here is Part Two:
A prolific designer, Jeff Yokoyama has created some of the best surf and lifestyle brands throughout his career including Maui and Sons, Modern Amusement, Pirate Surf, and most recently Generic Youth. His wealth of knowledge from all aspects of the creative and production processes is invaluable and his extended interviews are a reflection of that.
Watch part two: