Life's a Beach

Immersed in the booming and loved world of extreme sports like surf, skate and motocross, in the mid-80’s Jeff Theodorakis and Mark and Brian Simo founded Life’s a Beach. With its signature style of loud graphics, neon colorways and messaging, Life’s a Beach fit the times like a fingerless glove. They sponsored a variety of extreme sports athletes, thus becoming the first to tie together the different disciplines under a common theme.