Two university alumni have turned their passion for surfing and skateboarding into a company that reflects their laid-back, fun-in-the-sun lifestyle - a clothing line known as Jetty.
Jeremy DeFilippis and Skye Gibson started out as college roommates living in Dickinson. After graduating in 2001, they decided to start a business together. The two men, along with another friend, Cory Higgins, wanted to create a clothing line that mirrored their passion for board sports.
"We first started out with five partners, but it eventually wound up being the three of us," DeFilippis said. "The idea started out with just a bunch of guys having fun, and eventually grew into a business."
DeFilippis said the entrepreneurs started off selling three T-shirt designs at local surf shops. After they all sold out, they realized it was time to expand. The company, which is based in Long Beach Island, New Jersey, began designing new apparel and selling the products to various surf shops outside of its originating city.
"We started with three retailers, which quickly expanded to six, then 15 and now our products are sold in stores all along the East Coast spanning from Boston to Florida," he said.
Gibson said they chose Long Beach Island, specifically Beach Haven, as a starting point because it's where the men, who have been friends since high school, grew up.
"We represent Beach Haven and wanted to start our business in our roots," Gibson said. "We wanted to create designs with our hometown names on them, to support our island-culture community and bring everyone together."
The line, described by Gibson as a "lifestyle apparel company," now includes both men and women's apparel, from T-shirts, to sweatshirts, to hats. DeFilippis said they are starting to get into some cut-and-sew and woven articles. They are also exploring the idea of designing dresses for women, he said.
John Clifford, a graphic designer for Jetty's print and online advertising, said the sense of connection he feels when he wears a Jetty product is what makes the brand unique from all the rest.
"They are a real brand, with local roots," Clifford said. "You are really a part of something that extends beyond just a logo on a T-shirt. You're representing the lifestyle they promote."
Clifford, who once served as The Review's graphics editor, said he first heard about Jetty when he began seeing their t-shirts in local surf shops in Long Beach Island, where he grew up surfing.
"I started seeing their shirts and gear everywhere," he said. "They started the company through a real grassroots effort and that really had an impact on me as an artist and surfer."
Clifford said the company's aim to incorporate local communities through events emphasizes Jetty's focus on their core audience.
"Instead of following the traditional structure of the bigger surf and skate apparel brands, Jetty has focused on selling their products personally and getting to know the shops and people they sell to," he said.
One particular event Jetty is involved in is the Clam Jam, a surf contest held in Long Beach Island each October. DeFilippis said the format for the contest randomly pairs a young and older surfer together competing against other teams.
"These kinds of events inform plenty of people what Jetty is all about," he said.
Gibson said Jetty is also concerned with giving back to its community.
"We are involved in a lot of charity, especially for cancer," he said. "We're always donating products at events in support for those who need it."
Jetty also sponsors various skateboarders and surfers during their competitions, but only those who prove themselves worthwhile for the company.
"We get a ton of resumes with pictures and videos of surfers or boarders, asking if we will sponsor them," DeFilippis said. "It's a matter of seeing how good they are at their sport but, more importantly, what kind of person they are. We want our team riders to embody the whole spirit of Jetty."
As the summer approaches, Gibson said they can expect an increase in sales. Sales rise again when schools start and at Christmas, he said.
The young entrepreneurs both agreed they would love to see their line expand beyond the East Coast.
"We would love to see Jetty as a major player in the industry, with our products sitting next to bigger brands like Quiksilver," Gibson said. "It would be ideal to have our line expand to the West Coast and even internationally to places like Australia."
No matter where they wind up, the company's main goal is to stick to Jetty's core message.
"We want to see Jetty on people who get what we're saying," Gibson said. "It's about going out there, being creative, and doing what you're passionate about. That's the kind of lifestyle we live and that's what Jetty represents."
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