It's a Bird, It's a Plane, It's a Dude On a Bike
Don’t let the influx of corporate suits fool you, the action sports industry remains a bastion of dudes who like to get extreme. Case in point, the La Jolla Group’s open house party July 29 at its new digs in Irvine, Calif., during which La Jolla, the maker of apparel for the O’Neill, Rusty, Lost and Metal Mulisha labels, welcomed retailers, friends and family to its new headquarters. Sure, there was the requisite tour of the offices. But unlike any other open house I’ve been to, there was also an open bar at every turn and shenanigans for days. Here's a list of some of the "extreme" goings on: Brian Deegan, founder of the Metal Mulisha motocross brand, landed in La Jolla's parking lot in a helicopter. The ensuing gust of wind knocked countless trucker hats off specatators and into the air.
I was hoping Mr. Deegan would ride off the helicopter onto the ramp, but was informed that as the X-Games were about to start, he would need his joints intact.
I overheard a handful of super core Lost employees comparing their Lost tattoos in the parking lot. Now that’s dedication, extreme dedication.
Three motocross riders performed death-defying feats and denied the effects of gravity, soaring through the air sometimes on their bikes, sometimes not. I’m waiting for Stephen Hawking to explain how this is possible.
Excuse me, while I kiss the sky. That's the moon he's about to run over while holding onto a flying motorcycle. Incredible.
A punkband (whose name escapes me but I think it includes a reference to eitherblood or hell) performed while the above-mentioned motocross riders sailednoisily above their heads. Also, the bass-player wore some sort ofhigh-tech prosthetic leg and rocked out.
Who needs pyrotechnics when you've got daredevils soaring overhead? Not these guys.
Toby Bost, La Jolla’s chief executive (bottom, right) and a cool guy, told me he rides a motorcycle through the halls of the company’s sprawling new headquarters. He may have been joking, but I am hoping he was not. Besides a gym, built-in skate ramps in the hallways and surf/skate and motocross legends wandering around on any given day, La Jolla’s employees also have an indoor basketball court of their very own. Must be nice.
I'm guessing the can in the corner is for all the trash-talking. Thank you, I'll be here all night!
Best of all, surf/skate industry types mingled, drinks in hand, discussing work and fun, which most of the time, it seems, is one in the same.
Gotcha founder Michael Thompson (right) and veteran surf industry designer, Johnny Monson (left), creative director of Lost.
