Father-son duo Peter and John Mel join forces with Darc Sport

We’re living in a time in which many of the best surfers on Earth are pursuing professional careers without the support and backing of substantial sponsorship, whereas in the past, money was flowing so heavily that even B-rate pro’s could earn a modest living for their endorsements as they travelled the world, chasing cover shots and competing in surf competitions. Especially here in Santa Cruz, where, during the 1990’s and early 2,000’s, literally dozens of local pro’s were able to explore exotic surf destinations and pay their rent with funding from such brands as Volcom, Billabong, and Quiksilver, just to name a few.

A number of years ago, Peter Mel, arguably one of the most famous surfers to come out of Santa Cruz, parted ways with long-time sponsor Quiksilver, after more than two decades of sponsorship. His freakishly talented son John, who enjoyed a similarly sweet deal throughout the entirety of own stellar amateur competitive surfing career, was axed at the same time, leaving both without a primary sponsor for years.

Luckily, Pete was able to fund his son’s professional surfing dreams, thanks to the success of his family-owned business, Freeline Design Surfshop, which his father opened in 1969. This enabled John to compete in professional events around the world and follow in his old man’s steps in becoming an elite big-wave charger at heavy-water breaks such as Mavericks in Half Moon Bay.

Unlike Pete, who’s golden years of surf stardom has more or less run it’s course, this partnership comes at a pivotal point for young John, who’s blistering skills have lately found him some impressive results in his bid to achieve his ultimate goal, to qualify for the elite, World Surf League’s Championship Tour.

From a dodgy reception in between surfs in Nicaragua, I was able to have a quick chat with Peter about this exciting new chapter in his family’s lives.

You haven’t had a major sponsor in a long time, how did this partnership come about, and can you tell me a little bit about the brand?

So the brand is Darc Sport, they’re kinda in the fitness realm, right? They are really fashion-forward, they’re really quick to the game in regards to getting their clothes built and out to the public. So they’re kinda on the fashion front. For the most part, especially, they are fitness gear.

They saw an opportunity in the surf world, put a budget together to attack that realm, and it’s a good time, being that with the homogenizations of all the brands doing their thing, it was a perfect time to become something new and fresh. And we see that happening, you know, with Florence Marine, IPD, and Tenore. Anyways, there’s opportunity there and I think people want to see fresh stuff that leans of creativity.

So they kinda came in and were like, they saw part of the market, and came to John and I. They are a family ran company; the CEO and marketing guys are all brothers and cousins. So it’s kinda cool, it’s a real family atmosphere down there. They’re right in LA, where they started. But they’ve branched out and do stuff everywhere.

They’re pretty unique in their approach—it’s kinda new-school. They are direct-to-consumer and have created this community, who they give opportunities to be part of parties and early-launches. They do this thing where they do these “drops”, where each drop is unique. They actually number all their clothes out of each product line that their launching or dropping.

So when you get your product, you can see, ‘Oh, this is number 36 out of 1000.’ So the serial number is unique, in that way. And it’s not going to be built again, this is a one-time kinda deal that’s not going to be mass-produced, so it’s got a unique feel and vibe to it.

And their stuff is wild. I was just looking at this stuff they’re going to be doing in an upcoming drop and they have these partnerships where they do collaborations with things. They just did one with DragonBall Z. They use their art, they “Darc Sport” it, and I tell you, these shirts are just wild and rad lookin’. They’re doing a Spider-Man one coming up (laughs).

That’s so rad!

I know, right? So they are giving John and I the opportunity to create new things to do. Which gives me the opportunity to get creative and build out some kinda cool event, which I’m workin’ on. That’s what’s appealing for me, personally, is them coming into the surf world looking for someone like me with a lot of knowledge. We’re going to build out some cool product and some cool events.

John’s stoked because he’s obviously got a sticker on his board now, and some support so he can fulfill his dreams. And we get to do it together, so it’s rad.

Totally, especially for Johnny too! It was a different time back then, but you didn’t not have a sticker on your board until you were about 50 years old. So for him, at this point in his career, he needs confidence in what he’s doing because he’s putting everything into it. I was actually talking to Matt Myers about why he won’t settle for a major sponsorship, and he told me ‘He’s not going to do something unless it’s substantial. So, it sounds like that’s kinda what’s come together for you guys.

Yeah, it was going to have to be the right thing, at the right time. And someone who wanted us, too, right? Who sees the value in us. So wasn’t like, “Hey, I’m going to ride for you guys and hopefully something comes up out of it.

Anyways, the guys who are a part of it are a family unit. They’re surfers, although the face of the brand is actually body-building.

People really like their messaging. They have a culture where they invite people to become part of the “Wolves Club”, with their slogans, one of which is, “Never Fucking Give Up”. People just eat it up and show a lot of allegiance to this brand and their slogans.

And they do rad stuff. They had a party at the LA Coliseum, where they ran this huge, free party for all these normal people who’ve supported them over the years. They all got an invite to go see one of the gnarliest DJ’s in the world where they could rage and party and there was a specific drop of clothes that came with that party, so they were able to kinda sell some stuff on top of raging.

They just have a different model, a different way of looking at things. It’s been working for them and now, like I said, they’re looking to expand a bit. They follow their passions and surf world is one that they’ve come from. It’s unique, it’s rad, it’s a good time.

One thing that I was thinking of too, something you kinda alluded to already, but in the past you could be a team rider, and even for the consumer, to have this brand affiliation. Like, “I love Volcom, because of this and that”, but it seems like Darc is leveraging off their social media, directly involving the people, and rewarding them for showing their allegiance and support. Which is really cool, in such a fuckin’, watered-down, “Costco Quiksilver T-shirt” world we’re living in.

Like literally, he gives out codes and stuff. Secret little codes where you can get early-entry into stuff, you can get free shit sent to you. They do these things that make it really fun to be a part of, and the art they have on their shirt designs is next-level.

Awesome, Pete. So finally, what does it mean for you to be aligned with a company at the same time as your son?

It’s incredible. We’ve been doing a lot things together, and that’s been part of my “resurgence”, I guess you could say. My focus has changed since he’s been able to participate with me at the level where we’re at, right? He inspires me, I think I inspire him, and to be part of it together as a family is insane. We’re with a family brand now, who’s doing the same thing.

Which is part of the Freeline Design tradition!

Exactly. Can’t wait to see what the future brings for us with Darc Sport.