ABOUT ME

I wanted to create something more than just another brand chasing margins, profits, and likes. I wanted to build something that actually feeds the future — the community. Without community, brands lose meaning. Without people, culture, and connection, apparel is just fabric. Choke Stoke was founded on one principle: purpose over profit. From day one, the mission has been simple — give back more than we take.

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The heart of Choke Stoke is rooted in community impact. Every month, we spotlight a local organization, share their mission, amplify their voice, and return that month’s sales back to the nomination. It’s not a marketing tactic — it’s a responsibility. We exist to help build awareness, visibility, and appreciation for the incredible organizations doing real work in our neighborhoods.

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This idea didn’t come from a boardroom. It came from growing up on Maui, where community isn’t a buzzword — it’s a lifeline. On the islands, you learn early that you’re only as strong as the people around you. Moving to California didn’t change that belief; it expanded it. Now based in Santa Cruz, we’re a local apparel company with island roots and a California heartbeat, committed to building community wherever the waves take us.

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Every piece of Choke Stoke apparel is hand‑designed by one person who cares more about impact than margins. Each product worn stands for something bigger. Every design represents support, connection, and the belief that surf culture can be a force for good. We stand for making a positive impact beyond the surf break. We live for chasing the STOKE — not the profit.

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The name itself carries the story. Choke comes from Hawaiian Pidgin, meaning a lot. Stoke is the energy, the hype, the good vibes we all chase. Together, Choke Stoke means a lot of stoke — a lot of positivity, a lot of community, a lot of giving back.

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That’s who we are.
That’s what we stand for.

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We are CHOKE STOKE.