edfactor

Edfactor...Lifestyle Brand Business Consultant.

Below  are some recent  observations by team rider Eddie Solt…

I’m not trying to tell anybody how to run a successful “Lifestyle” apparel company, but in my 6 months working advertising for Drop Zone, here’s a few suggestions:


1. Helvetica font on everything.

2. Have a logo that incorporates an X.



3. Or a circle:


               *****Bonus points if you make it look like 3rd grade art.

4. OVER-Saturated  PHOTOS with Expired film that makes everything out-of-focus  for the “grainy,” “vintage” look. My guess with today’s digital technology a person’s quest fo so-called “authenticity” is to resort to what would be considered amatuer photography thirty years ago. Jack Coleman’s making a living off this and good for him.

5. A blog that appropiates images of the past as self identity.

6. Shot of one of the teamriders doing an air, noseriding, fins free turn, etc, on a crowded day at the beach with the appearance that no one on the beach is watching.

7. Stripes on everything. More stripes than a gay sailor bar.

8. Lookbook or blog shot of teamrider in company’s garments hanging out with an audience from a lower socioeconomic level. Obviously, this audience has not had the privilege of surfing and has no idea who this so-called “surf star” is.

9. Describing company’s brand roots in Americana work wear or inspired by the same aesthetic all though no one working a blue-collared job would pay the amount, or buy something supposedly “calhart-esqe” from a surf boutique.

10. Dirty teamriders that follow the “derelict” fashion line prophesized by Mugata 12 years ago in Zoolander.

11. Move to Costa Mesa

12. Have pictures of company events that were showing recent youtube clips (sorry, I mean film projects) and local underground lo-fi band with teamriders and other surf celebrities/artists (more towards the edgy/hippy/hipster image). Pictures of beautiful girls (who are mostly there for the free beer and are underage) are also expected (what attracts the surf star).

13. Have a teamrider become an artist, photographer, or musician. *****Bonus, put on a show of this teamrider’s new found creative side with above elements******


There you go, Edfactor, as a Lifestyle Brand Business Consultant.

Drop Zone


A big ol’ congrats goes out to Davenport rider Eddie Solt, AKA Edfactor, for recently being named Drop Zone editor. The Drop Zone is a monthly local surf mag supplement in the Easy Reader. 


This month’s installment marks the first issue with Eddie’s involvement. The styling of this month’s Drop Zone was inspired by the passing of the late great, Donald Takayama and features a South Bay tribute. There is also a pictorial ode to 22nd Street Hermosa, lost and found Rick Griffin artwork, and a profile on Tyler Surfboards’ shoprat Josh Gilberts. Look carefully you may even find a couple Davenports floating about.


Check out the DROP ZONE…

Available in print on the front porches and in news
stands throughout the South Bay or via…





Team Davenport does Del Mar

Team Davenport lurked around The Boardroom International Surfboard Show (AKA the event formally known as Sacred Craft) in Del Mar this past weekend. Here are a couple shots from the show.


MR ready for his close up

Ed and Lance Carson

Just some dudes…Mike Hynson and Robert August


Brian Hilbers of Fineline


Wayne Rich


Ed’s new special lady friends

Ed endorses John Wesley Surfboards…

and John Wesley. 


MR looking over some shaping contest shapes.





Bruce Grant





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