We started Bored because we’re sick of every other “board” brand that is out there. When your dad is walking around wearing the same shorts as you, it’s time to put your Hurley stuff back in the closet. When your mom is buying your kid brother matching Quiksilver comforters and pillow shams at Bed, Bath and Beyond, it’s over. No self respecting boarder we know cares about matching sheet sets. Hollister? We don’t need brand new “vintage” T-shirts or cologne that smells like the beach. Our regular clothes are distressed from being dragged through the sand, hitting the pavement and baking in the sun, and we smell like salt water and SPF because we actually live at the beach. So we’ve had enough of wearing someone else’s stuff and decided to try something new.
That’s the back story, but Bored isn’t a brand – it’s a lifestyle. It’s about the time we spend with our friends hanging out, doing what we want and not caring about anything else. It’s about living outside the boundaries, always searching for the next thrill. It’s about bruising our bodies trying something new and sitting on the beach with our friends laughing about it– and probably thinking about more crazy stuff we can do tomorrow. So Bored is about how we live our lives.
We create our own designs, make our own products and keep our inventory on the floor of a spare room. If you like it, buy something so we can keep living the Bored life. If you don’t like it, buy something anyway so that you don’t look like your father when wading around in the water.