New brand OurCaste is only about eight months into its life cycle, but it as already attracted attention from some influential supporters and retailers.
Matt Davis and Mike Quinones, formerly of Comune and Chapter, have been mentored on the new venture by Gotcha co-founder Michael Tomson, who also helped them find financial partners for the business.
“I haven’t met guys with this much talent in a long time,” Michael said. “I’m doing my best to enable them to be their best.”
OurCaste works out of small offices they remodeled themselves in a prime spot on Pacific Coast Highway in Newport Beach across the street from the sand.
Their goal with the brand is to create something inclusive and fun at a time when there is some negativity in the market. They hope to straddle a few segments, including the burgeoning alternative surf movement, the contemporary market, and tap into the active lifestyle ethos that has developed.
“We are not trying to go after the existing successful brands out there – who could ever do something like Pat at RVCA and try to do it better? There’s no way, there’s only one RVCA,” Mike said.
“We want to compliment those giants of our industry, and to also appeal to those consumers who are looking for something new,” Matt said.
While the detailing on the product might work for the contemporary space, they are using fabrications and price points that also make it work for the action sports space.
Wovens will retail for $49-$65, pants $55-$70, sweaters and sweatshirts $50-$70, boardshorts $45-$62, and Ts $20-$30.
Matt and Mike have a lot of experience with brands that appeal to the more fashion forward crowd. However, the fits and aesthetic of OurCaste are also designed to appeal to a wider range of customers.
“So many brands can design into only one bucket,” Matt said. “Mike has done a good job creating silhouettes that can work for middle America, but guys in LA and New York will still like.”
Matt said it’s fun to watch Mike and Michael Tomson talk shop on the creative side of things, as they have done over the years, even before OurCaste started.
“Creatively and directionally, MT and Mike are insane together,” Matt said. “Those two totally nerd out on the creative.”
See Page 2 for more about OurCaste
Matt and Mike are drawing from all the lessons they have learned over the years being a part of other startups, and from watching the industry overall.
* They plan to run a lean operation but not be so stretched staff- wise that they strangle the brand. Currently Matt oversees sales and operations, Mike handles creative, LG O’Leary, formerly of Rusty, works in marketing and Sean Ciminesi, who they know from their Comune days, works on sales. A few interns are also in the mix.
* Matt and Mike understand they need a well-run back end, and have partnered with established firms to handle shipping and receiving, UPC codes, etc.
“From day one, Matt’s been on top of the operational part,” Mike said. “New brands sometimes forget that and get caught in the fun stuff. We are paying a lot of attention to the back end – hey, I’m the creative guy, and I know that is the most important part by far.”
Mike and Matt are also confident their financial partners share the same vision, and have the resources to help the brand reach its potential.
OurCaste’s first range is due to ship to stores Aug. 15. A little over 30 retailers picked it up, including Jack’s, Hansen’s, American Rag, Nordstrom, Seed People’s Market, Aloha Sunday, Zebra Club and Oakland Surf Club, Need Supply Co., and others.
As far as the meaning behind the brand’s name, a caste is a hereditary system of dividing society.
The guys at OurCaste are part of a subculture that loves to surf, that loves to skate, and it’s a culture that you become a part of as soon as you pick up a board and know this is what you were born to do, they said.
It’s about the experience, and doing it with your friends, and it becoming what you live and breathe.
They are trying to communicate a vibe of inclusion and joining, rather than having the DNA of the brand be snooty.
“Our message is, you’re a part of this, too,” Mike said. “This is OurCaste. It’s your home and you belong.”
