San Clemente has long been a hub for strong surfing and bold attitude. Think of the brash marketing of …Lost and Matt Biolos. Christian Fletcher showing that to air is divine at Lower Trestles. Then from Archy to Wardo and all the talent in between, it’s unequivocally been a hotbed of American surfing. And now, prodigal son Kolohe Andino has planted his flag in the sand with the launch of the 2% Union.
What is 2%?
It started in 2023 when Andino and his longtime filmer and friend Jacob Vanderwork began collecting, editing and posting footage of the seemingly endless talent pool of San Clemente groms. As the following and footprint grew, Andino hired some local kids to get behind the camera and create content. The label has expanded with videos, stickers, movie premiers and tours. On the WSL’s 2023 Challenger Series, 2% became a rallying call for many Californians seeking to join the Championship Tour. And as of Friday, the brand now has merchandise in the form of sweaters, shirts, pants and hats.
Andino’s move follows several other notable current and former CT surfers who have started their own brands rather than sign with an endemic surf company. See: John John Florence and FLORENCE, Kelly Slater and Outerknown, Dane Reynolds and Former, Julian Wilson and Rivvia Projects.
Unlike those other companies, however, this launch included a boldly worded letter penned by Andino articulating his disdain for the state of the surf industry. His grievances included conglomerates buying and homogenizing surf companies, a lack of authenticity in brands and the younger generation being too focused on social media clout.
“Since the industry went from mags and movies to tick tock and Instagram we have seen the entire fabric of it be ripped to shreds,” Andino wrote. “Sideways back and forth and into pieces on the floor for your dogs to piss on and your baby to puke on.”
A vivid description. So how will 2% work?
“Core surf brand/vibe/production,” Andino explained. “Movies, merch drops, music and art. Zagging when everyone is zigging. Literally. An in-person brand that you can’t quite put your finger on what it is, that embodies global surf culture and real surfing. Not sailing. Not foiling. FUCKING SURFING. Not a brand, a fucking movement. And never doing things for the masses.”
Related: Watch Now: Kolohe Andino’s New Film, “Reckless Isolation”
Coming of age with the likes of John John Florence and Carissa Moore in the early Aughts in the era of super groms, Andino exploded onto the scene as one of the most highly touted and skilled surfers the Golden State has ever produced. Magazine covers, Kai Neville film parts, Nike wetsuits, a Target sponsor, and Indonesian boat trips galore. As a coming-of-age surfer at the time, there was nobody hotter at the time.
But as he’s matured, Andino has transitioned from an angsty teen taking on the world to a mentor figure. He’s 30 years old and married with two kids. Thanks to a decade of work on the CT, multiple San Clemente surfers on the CT today(Griffin and Crosby Colapinto, Cole Houshmand, and Kade Matson) have credited his leadership in getting California surfers (re)established at the forefront of competitive surfing. He also bankrolled two films: Smooch focusing on the 2% crew, and Reckless Isolation, which featured mind-melting and empty Indonesian perfection in the middle of the COVID-19 pandemic.
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Andino was axed from the CT at the 2023 mid-year cut, relegating him to the Challenger Series. Right after launching his brand, word on the street is that Andino is en route to Australia for the first CS event of the year at Snapper Rocks, fully intent to requalify and cross swords with the big dogs.
Expect to see lots of new stickers in San Clemente this week.
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