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QUESTIONS FOR KURTIS
Interview at Alfredo’s on the beach, El Porto, CA (date withheld)
The new kid on the beach explains his commitment to his company,
his controversial past and why he is unwilling to budge on his
viewpoints that have often alienated him from cashing in and
gaining the acceptance of Corporate America.
An anti-hero of sorts, Kurtis has created a lot of controversy
as an individual and as the CEO of Kurtis USA, it was my goal
to put some clarification on why he is so stubborn or as Kurtis
states, “misunderstood.” Past public opinions have
toted Kurtis as being a genius with a new slant on the industry,
to others viewing him as an arrogant surf snob who only cares
about surfers and surfing. Who is he, who does he like and why
such an attitude? I told him I had twenty questions and he told
me he would give me two beers worth of time?
Side Show: You have often been labeled as arrogant, why do you
suppose this is?
Kurtis: Cocky, arrogant, braggart, I have my views of the world
just like everybody else and if I think somebody is f-ing up
I’ll tell them. I know I am doing the right things when
it comes to my company because it is my company. I take all the
credit and the blame.
Side Show: Why the harsh attitude towards other companies in
the industry?
Kurtis: Look, I want to make it very clear that I support the
sport of surfing in it’s entirety, but when it comes to
shoe companies from Oregon, and motorcycle companies with bicycle
glasses buying their way into the surf industry, I can’t
respect that. They saw the dollar sign and then said, “let’s
get into surfing even though we don’t know how to surf.” I
say “Yuck Foo!” Stick to track and the Tour de France.
Side Show: This brings me to the Surf Team and name, explain?
Kurtis: You won’t see big names on my team. Kalani and
Nathan get $25,000 for having an “O” put on their
board. I can’t compete with that. My buddies’ f-ing
rip and so they are on my team, but we also have guys that just
live to surf. Team Yuck Foo was created because you can interpret
the message and get an idea on our attitude towards corporate
society, but it won’t offend grandma. I mean if you are
only in it for the money and you stink it up every time you paddle
out “Yuck Foo!” No kooks in or out of the water.
Side Show: When and where did you first catch a wave?
Kurtis: I was eight and surfed Waikiki on a tanker rental board.
I first surfed a short board when I was ten at Newport Beach.
I was no Jon, Jon Florence. That kid is sick (good).
Side Show: Who do you like and respect?
Kurtis: You see that’s what I am talking about. I respect
everybody that has fallen in love with surfing. Everybody – One
more wave still isn’t enough type surfing. It is much easier
to name the people and companies I don’t like, but since
I see this beer as half full (shakes his short brown bag concealing
a large beer can ), I like the Iron’s and Fletcher Brothers,
Flea and the No Cal Crew, Occy, Laird, Kelly, Taj, Knox and all
surfers named Mick. I love everyone on the Yuck Foo Team and
the Hard Core dudes that live in little tents on the beach.
Side Show: How did Kurtis USA begin and why surf goggles?
Kurtis: Kurtis USA began because of the surf goggles. Look, I
like Volcom, Quicksilver and other companies that are out there,
but they are all distancing themselves from the beach. They
are now board riding companies. I like to snowboard, but Kurtis
USA is a surf company. My eyewear was created for surfers,
because I was used to protecting my eyes on the beach with
sunglasses, but in the water I didn’t have that option.
You take a snowboarder for example, it would be a challenge
to find one not wearing eye protection on the slopes. The glare
off the water can be just as bad as the glare off of snow.
Not only did I not want to fry my eyes out, but functionally
I got tired of squinting and missing waves because I couldn’t
see because of the glare from the sun. Look at a surfer’s
eye and you will probably see a little bump just to the side
of the iris. That’s called a pterigium and they get worse
over time. Sun exposure to the eyes can lead to cataracts too.
I knew that if I wanted to surf for the rest of my life I would
need to protect my eyes just like many surfers protect themselves
from skin cancer by using sun block. I believed it was possible
and necessary to create a great pair of surf goggles that would
address these issues.
Side show: So we know you started
out of your garage, but the manner it which you funded your company
has been criticized.
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Kurtis:
I think you know by now that I am dedicated to my company and
the sport of surfing. The fact that I wasn’t born with a trust fund or that I didn’t
take a huge loan from the bank doesn’t mean I didn’t take a smart
approach. After developing the prototypes in my parents’ garage, I began
to look into better and better materials that led to higher costs. Equipment
and R&D costs began to mount. The design was there, but it takes money to
do something right. I needed to protect myself from the snakes and thieves in
the industry and so I consulted a great patent attorney. I received several patents
on design and utility. I then continued to improve on design while living in
California and Hawaii. The money had to come from somewhere and after I maxed
out several credit cards I threw parties with kegs and bands to help pay it off.
I also sold alcohol to grocery stores to raise even more money for the goggles.
I then sold drugs (pharmaceuticals) to physicians- A LEGAL DRUG DEALER while
living in California and Hawaii. The ends justify the means. This is why my surf
goggles are the best. I figured out the needs of a surfer and designed a functional
pair of goggles with these needs in mind. I didn’t take a pair of bicycle
glasses and say let’s put a strap on the back and sell them to surfers.
I made a pair of low profile modified goggles that would protect the eyes from
the sun and glare, that would flex on impact, float in the water and still be
the cool wrap around style that surfers desire. Kurtis Optix are made for surfers
by surfers.
Side Show: Your approach as a
surfer only company has gained respect from surfers, but aren’t
you worried about limiting your market?
Kurtis: No. Kurtis USA has a live at the beach and alienates
the rest approach. This is a brass knuckle surf company. If you
don’t surf it’s o.k.,
but don’t wear our products.
Side Show: Please put to rest
the buy back at double the price issue and the Atlanta incident.
Kurtis: I was misunderstood. First of all at that time, I was not selling my
surf goggles to the public. [REMOVED FOR LEGAL REASONS] I retired that design and will never sell it again.
Side Show: Since you brought it
up, you have said you believe in localism to preserve premier
spots.
Kurtis: I understand localism and I understand that it is important to preserve
great surf locations. If you don’t know the surf etiquette then you shouldn’t
surf those spots. There are plenty of beaches with great waves for everyone.
If you can handle your shit, and you are cool to the locals, 90% of the time
you will have a great session. If you stink up the surf by just being in the
way or you don’t show respect then you shouldn’t surf those spots.
Side Show: The music on
your Website suggests ditching school and surfing. This has been
another complaint. Did you ditch school?
Kurtis: (laughter) Yes. I forged notes to get out of class on big days. But
to all the groms, I still got good grades and completed college. I can’t
count how many people I know who blow off work early or roll in late because
of a great swell. It’s the Yuck Foo way and as long as that surfer makes
up the work, who’s getting hurt? If you have problems with it then don’t
do it. More waves for me (he shakes his can and he looks at the surf). One
more question.
Side
Show: What does the future of Kurtis USA look like?
Kurtis: F-ing great! Our goal will remain the same. Kurtis
will preserve the sport of surfing by any means necessary.
All of my employees will continue to surf and respect the beach.
We will continue to offer only the finest quality products
made specifically for the surfer. We are constantly testing
new goggle designs and looking toward the future. We will continue
to offer quality sunglasses, T-shirts and hats. You won’t
see my company offer running shoes or get into motorcycle components
(laughter). |
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