Launching a new brand in the european market, by Kenny Jacob.

"Destiny can be interesting!" This is one of the genuine and true phrases that Kenny Jacob is pleased to offer to us.

However, what destiny´s holding for anyone, is surely linked to hard work done before. This is a reflection of Kenny´s life, and we can find it in our own, too; or at less, that´s the way it should be.

Coming from music industry, Kenny have worked for years in the Surf Industry. Kenny told us about his point of view about the state of things in this sector. "There´s an interesting phenomena happening; because the growth of the big Surf companies, the whole industry is stuck!"

We´re living a state of imbalance, where all things in magazines are always positive, never giving evidence of the real situation. The "strangle hold" by these publicly traded companies are making almost imposible the viability of smaller companies. With need from the core business to survive, odds are favorable for those brands which are working with a shaper behind in their core structure.


Kenny Jacob - Troy Lee Desings
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On the other hand, big companies are too big to stop their  inertia, and it is very expensive to continue with their daily motion. Nothing to go with ecology, what about really green focusing?
This is not the Surf business like we knew 20 years ago. This is terrible for Surfing, and there´s a beautiful magic that is needed to happen, but that whole industry needs years to change.
The youth working together against stablished rules, working for passion must come up to a new stage. Maybe cicle is done. But sure Surfing needs alternatives, from the resurging of new brands offering something new.


People should not waste the time living another´s life. There´s no reason not to follow one´s heart, believe in a great job and do what you love. Believe in something and do not lose the face.

That´s exactly what Troy Lee has done during the last 29 years; making premium quality desings completely by passion. And there is our inspired Kenny doing what he really loves, making real the visionary proposals he made to Troy Lee some time ago.


In an entrepreneur attitude and a freelance efficiency, he doesn´t get fat with his business, he takes chances happily, crazily and riskily, and he overcomes failures. We all might listen to his advice, taken directly from Steve Jobs...."Stay hungry, stay foolish!"