our origin story | A Tale of Volcanic Proportions

SEE that hulking Adonis on the left. THAT’S NOT ME, No, I’m the other one, looking like I’ve just remembered I left the gas on. Stevo here, but in the spirit of grand titles, you can call me the Chief Drifting Officer.

Once upon a time

in a land far, far away (well, Iceland, to be precise – yes, the country, not the supermarket), nestled between two rather indifferent volcanoes near Geysir, I found myself pondering life's great mysteries. It was my sister's 30th birthday, and amidst the celebration, I was having a bit of a 'moment'.
You see, I was part of a start-up from its toddler weeks, nurturing it from a wee bairn to a strapping lad of a company with over 100 employees and a turnover that was a bit too brag-worthy. Thought I had my golden ticket there. But alas, we hit the iceberg – and not in a cool, Titanic-exploring-submarine kind of way. The dream was taking on water, and not even a bucket brigade of optimism could bail us out.
In that volcanic ambiance, with the scent of sulphuric ambition in the air, I decided it was time to forge my own path. A brand that was mine, all mine, born from the ashes of corporate chaos – a phoenix with a business plan, if you will.

dare to fail

Established under the watchful eyes of the Norse gods on June 13th, 2019, South Coast Drifters launched its first range in the midst of winter. Because, obviously, when you think of starting a T-shirt brand, the first thing that comes to mind is snow, right? Lockdown turned out to be a strange ally, giving us a kick up the backside to get moving. When freedom finally rang, and we could venture out for more than a toilet break, we captured our essence in a photoshoot. And just like that, with the spring sun, we were off, riding the waves of a side hustle turned main gig.

The great drift

Here’s a nugget of wisdom: if you want to excel at anything, buddy up with Consistency and Discipline. They're the dynamic duo that will carry you through thick and thin. My Achilles' heel? Drifting. But I’m too stubborn to throw in the towel.

south coast drifters

Motto: Not all who drift are lost
Mission: To be a beacon for those who've strayed from their passion's path.
Values: Stay Brave | Stay Wild | Stay Curious | Stay Inspired
Audience: Anyone who’s ever felt like a square peg in a round hole. So, essentially, me.

What does not all who drift are lost mean?

How I explain it best...

A plane is off course at least 90 per cent of the time. Weather conditions, turbulence, and other factors cause it to get off track. However, feedback is given to the pilot constantly, who then makes course corrections and keeps coming back to the exact flight plan, bringing the plane back on course.
*Stephen R. Covey*

“Shit happens, and that’s okay; it’s life. It’s all about the course corrections. You just have to get back on track. ”

— Stevo | Head drifter

Why I can’t give up?

Momentum Mori - remember we must die.

Life’s too short for the fear of failure and rejection to hold the reins. As a media school dropout who veered off course from what I love - working with brands and weaving stories - I'm hell-bent on course correction. Because trading in days for nothing is not how I roll. Let’s make the days count.

Thinking big. Plans for the future.

Define purpose & values simply - Check.
Escape the overdraft quicksand - Work in Progress.
Launch the Friends with Benefits ambassador scheme - On it.
Build a community that vibes with us - Getting there.
New designs for a sunnier tomorrow - In the works.
Dive into winter wear for 2024 - Dreaming it up.
The Journal of Dreamers & Drifters - Coming soon.
Discussions with Dreamers & Drifters - Let’s chat.
The Blue Label Range (not-for-profit products) - On the horizon.
Ship our dreams worldwide - Globe, here we come
Find a physical space for Drifters - Scouting locations