Proper Stoke is a surf brand from Newquay in Cornwall. As a co-lab with Charmaine Rodwell – I got together with this inspiring Zimbabwean on a sunny summer after a surf session. Newquay is regarded as the UK’s surf capital. Located on the North coast of beautiful Cornwall, Newquay has large sandy beaches and swell coming in continuously from the Atlantic Ocean. Newquay is also home to more surf shops in a town than I have personally ever seen. It hosts the annual Boardmasters surf festival which is something out of this world. The idea originated with Charmaine, who has traveled and lived in Costa Rica, been involved in the surfing community for years. Newquay is now home to her and her surfing family, and the family own the Surf SUP Co on Towan Beach. Charmaine wanted to create awesome, comfortable clothing that surfers would love – wearable and functional – with a whole lot of Cornish on it.

Proper Stoke has a retro surf vibe, is simple and minimal. Garments are chosen to the highest standard. In the summer of 2019 the clothing range was designed, manufactured and distributed as far wide as London.