Forever Tag
An analog entry point into the Noll universe. It is a material language for the aftermarket exchange, using a digital code imprinted on the physical tag and self-documenting fabric. This timeless language can be read and translated into the digital world.
Ocean Demander
A small capsule that is attached to the board shorts fills with water every time it is in the ocean. After several days without surfing, the water evaporates, an analog way to remind the surfer of the call of the water.
We don’t know how to tell the truth anymore. Surf, as a culture of determination and risk, can inspire brands to rethink the way we tell and capture truth. To tell a surf brand story, we need new forms of truth telling.
We call them Self Documenting objects. Self Documenting Objects are new forms of truth telling. They turn surf products into physical forms of telling story, capturing physically surfers’ relationship with their passion.
Experience Stone
Surfboard shorts come with a rough sandstone on the tie. After repeated use, and exposure to the water, the stone erodes and eventually turns into a smooth black bead to represent the seasoned surfer.