Extinguishing the route to WasteAlthough the positive contributions are irrefutable, Eco fashion is a design philosophy that can be contrived by one's tactic to gain marketing creditability for their label or brand. When we come across a fashion label and feel its stoke, there becomes this underlying question of, "Will a community benefit through this company's core principles and mission?"I was recently web surfing through the Eco fashion world and landed on http://www.fire-hose.co.uk/index.html. The company is Elvis & Kresse and based in the UK. The reason and vision between IndoSole and Elvis & Kresse is unified. We both take durable materials that will end up in landfills, re-purpose the utility and supply a product connected to moments of the past. Elvis & Kresse take distinguished British Fire Brigade hoses and re-engineer them into useful day-to-day objects such as belts, bags, cases, dining table sets at much more. Think of the craftsmanship and history behind the salvaged fire hoses. WOW. Oh wait, forgot to mention that 50% of the profits are given to the Fire Fighters Charity. To answer the question of whether this company has credibility due to its community awareness. I think so. They know so.

Shop Stop: SURFY SURFYIt's not difficult to get filled with stoke when driving the Southern California coastline; however, through certain areas it's hard to distinguish when exiting one city and entering the next. Leucadia is one town that has collectively maintained the natural Southern California attitude and landscape through decades of change. IndoSole is honored to supply product to Surfy Surfy, a Leucadia surf shop that focuses on craftsmanship, originality and simply having fun in da water. Led by P.J. and Summer, the laid back and friendly atmosphere is punctuated by board shapes that are conventional or experimental, but all have "foam function" qualities. Drop in and check out this slammin shop that now features IndoSole sandals. Yew!974 N Coast Hwy 101Leucadia, CA 92024760-452-7687

Surf City U.S.A While Huntington Beach hosted the U.S. Open of Surfing (and over half a million people) to its streets and beaches, the San Clemente based Indo crew led a tactical strike into Surf City to seize every facet the extravaganza had to offer. Starting strong on Wednesday night at the Lido Theater, was the premier of Transworld’s surf flick Surprise Excitement Party along with Red Bull’s, Minor Threat. Led by the Coffin brother’s one two punch of power surfing and a new age aerial attack, S.E.P. ‘s biggest standout was Michel Bourez with superb backside barrel rides. The biggest surprise: S.E.P. features a rad 3-D section made possible with the help of Go-Pro and IndoSole family member Zach Shelhammer. After an attempted surf at Upper’s (Kai doesn’t want to talk about it) we cruised up the PCH to the Agenda Trade Show, and made the rounds, checking in on friends, foes and the famous (Danny and the Dingo, Losness, Damo, Koston, Paul, Sheehan, etc). The sights were great, but The Sounds were better. Led by Kai’s new girl Maja Ivarsson, the Sounds delivered a heavy hitting set late in the afternoon and even got pro surfers Laura Enever and Carissa Moore up and dancing. After gathering a good five raffle tickets each, we headed over to the World Premier of Kai Neville’s Lost Atlas. Not to give away the ending, but … it rocked and did not disappoint. A must see as Neville uses raw cut footage of 15 of the world’s best surfers in conjunction with candid conversations to capture a side surfing that is often lost. As it turns out, being named Kai has its advantages when entering the post film gathering, and patience paid off as we got to stick around for Pacificos, senoritas, and most importantly, Dane testing out his knee’s fitness via mosh pit. Signing off – Spencer

Bali Correspondence: Woke up this foggy morning to an email from IndoSole's Bali marketing manager, Clemens. The message was brief and concise. "Hey guys, I have been kicking it and flowing Indo product to this local Balinese kid named Mega Semadhi. Here's a recent photo of him at Desert Point. Cheers!" My day has no more shades of grey in the forecast. Click on da barrel

Re-Purposed Synergy IndoSole values the mechanics and efficiency of two wheeled transportation. Whether it's a ten block bicycle ride to the produce market or an urban motorbike exploration through SF, we get our fix on two wheels. Dylan Bigby may possibly bleed chain grease. He and I first met in 2006 while we studied at San Francisco State University. It wasn't a classroom introduction, but rather it was our shared stoke to build fixed gear bikes and mash around the SF streets. It's a rad coincidence that once we obtained our degrees at SFSU, the passion for riding on rubber tires inspired us to devise a lifestyle project that re-purposes worn down tires. Dylan Bigby is the founder of Retired Belts. Neighbors: Dylan Bigby (Full Length) from Agency Charlie on Vimeo. - JU

IndoSole is grateful to have some rad retail support across the stars and stripes nation and even the globe. However, there's nothing like a good neighbor that you regularly see in the lineup or at the local pizza joint. Aqua Surf Shop is an establishment of creative minded folks that IndoSole profoundly respects. They were family before Indo product was introduced onto their shelves..well..maybe even before our entire mission was conceptualized. The two wise owls behind Aqua Surf are Aleks Petrovitch and Devin Dargell. These dudes don't care whether you shred or trim the high line; as long as you have a grin on your face and have a full tank of stoke. Aleks was recently interviewed by the kool kats over at Korduroy TV. Mr. Petrovitch is a multi-tasking machine so please read this interview and check out his other ingenious projects when away from Aqua. CLICK HERE DUDES If you are visiting the San Francisco area or a resident who has never been into Aqua Surf Shop, make this shop a mandatory stop and throw dem a mega shaka. Tell em IndoSole sent you! 2 locations: 2830 Sloat Blvd. San Francisco / 1742 Haight St. San Francisco

Happy Independence Day Indonesia! August 17 1945 is a day in history when all Indonesian nationals were able to unite under one unified flag for the first time. Indonesians endured much strife right up to their day of liberation from Dutch rule so we're showing some respect and love to the ancestors within our Indo family. IndoSole's handy man, Jeremy Urone, is whipping up a mean pot of soto ayam along with his classic Nasi campur to celebrate the day so either get crafty in da kitchen or get some grinds at your local Indo joint. The Raising of the Flag Proclamation of Independence from the 1st President, Sukarno

Spencer made another awesome video for the Reprocessing series. This time he made shelves for our San Clemente showroom out of salvaged wood. Watch it to learn more about this process, check out the end product, and see how clever our Spencer is. Reprocess: Salvaged Shelving from IndoSole on Vimeo. Ps. Are we friends on facebook yet?

IndoSole was honored to have a sponsorship role in this year's Ombak Bali International Surf Film Festival. The four raging night of beers, dancing, laughter and surf cinematography was an all time experience. Here's a quick vid that our friend Nikko Karki edited that recaps the good times from this year's event. Ombak Bali International Film Festival 2011 - Party on the Beach from Nikko Karki on Vimeo. Mega shout out to the organizers for allowing us to be involved and to the other sponsors such as Rhythm, La Plancha, Rip Curl, Bintang and many more. If you haven't already, click on this Ombak Bali link to scroll and view some of this year's films that were shown.