Monday was the finale of my three-day jaunt in San Diego. I was there for a wedding, and although the ceremony, reception and new friends made at the wedding were a highlight of the trip, the true theme to the mini-vacation was focused around an up and coming brand called Bro*Cal. Most likely that was because our host for the weekend (the boyfriend’s college roommate) is the Founder, President and C.E.Bro of this newly incorporated company, and the essence of the brand was embodied in his chill personality, characteristic home, and adventurous spirit.
Basically, Bro*Cal is an apparel and lifestyle company for surfers, skaters, and boarders (and anyone looking for an alternative to traditional Southern California Bro-branding.) Bros (or Brahs) for the uneducated (like I was) are folks who would prefer to shred the surf, snow or pavement using words such as 'gnarly' instead of going to a 9 to 5 job. (Ahh ... I was such a Brah on Monday!) Although started as a means to counter So-Cal culture for the Eastern transplant, the C.E.Bro quickly learned that he didn’t want to alienate his target market. So currently, the brand mantra, mission and vision are still in a phase of definition.
In today’s marketplace this comes as a benefit though. Less definition upon entry can be beneficial as consumers are taking a more proactive role in shaping a brand’s persona. Consumers want to play a fundamental role in brand building, which in turn gives them more ownership of and enthusiasm for the brand.
Enter me – brand ambassador and enthusiast extraordinaire. Although, not his target demographic, I was cordially welcomed into the brand and encouraged to dip into its characteristic lifestyle. After three days, I feel that I have already adopted some of the key tenants of leading a Bro-Cal life. Basically, I learned to relax a little more, which is something we can all take a lesson in.
My three take-aways:
1. Get in the Brocean – I would say this is the mantra of any Bro. Everyone in Southern California likes to be soggy and sandy as much as possible ... and this is one of those uncomfortable areas for me. But after some minor hesitations I was convinced to get in the Pacific and experience the waves. Unlike the boyfriend who went for full bro-dom and surfed, I opted for the tamer less-coordination-needed experience of sea kayaking.
The boyfriend and Bro*Cal walk down to shred the gnar
On Sunday we rented kayaks on the shores of La Jolla and paddled about a mile off the coast to where the sea is 70 feet deep and there is a massive forest of kelp. En route we saw sharks and sea turtles below us and seals all around us. Although a little nervous at first, I quickly adjusted to being so close to the sea and all the creatures living in it. I was at ease in this element - and it felt peaceful and calming to be so in touch with nature. I had found my rhythm ... and just as I was growing comfortable enough to turn around slightly to laugh at the joke someone was making about me and my awkwardness in my life jacket ... by boat tipped and BOOM ... I capsized.
.... AND I PANICKED – all around me were the slimiest, scariest 70 feet tall kelp plants, seals playing throughout them and freaking SHARKS!! I am no sea woman, but everybody in my sea kayaking party can attest to the mad skill I spontaneously discovered of flipping over my boat and launching myself back into it at a record speed. Sheer adrenaline trumped near paralyzing fear … and just like that I deemed myself a little closer to becoming a bro.
okay ... this was pre-capsize, but it demonstrates my awkwardness in the kayak nonetheless.
The Ocean is perhaps one of the most powerful forces you can come across. Putting yourself in it and up against it; Knowing you will never tame it, but learning how to work with it is a lesson that can be carried into the way we deal with all of our relationships. And problem solving on the fly while in a shark infested ocean - now I never have could have learned that in my cubicle!
2. Party like a Bro – This is one thing I thought I knew how to do well, but apparently the Bros know how to do it a little better. From the time we landed we entered a culture where eating, drinking, dancing and laughing with new and old friends were the only things to do. If you couldn’t do any or all of these things in a given day, you weren’t living the bro-life.
Friday night the party was at the Bro*Cal Casa in Carlsbad. The stars of the show were mojitos, tri-tip (a cut of beef exclusive to the region), bonfires, and a stream of friendly neighbors stopping by to help us drink dank beers and yellow-labeled bubbly to the beats of Dr. Dre, Snoop Dogg and the Ying Yang Twins into the early hours of the morning.
Saturday night the party took place at Scripps in La Jolla. This was the setting of the wedding reception. Imagine being on the cliffs of Torrey Pines, overlooking a dramatic sunset, with the beach and sea crashing below you. Then imagine meeting some of the coolest people in the world who welcomed you into their inner circle with open arms. And then imagine drinking and dancing with them all night, culminating in the invitation to play the tambourine with the band. (Okay, that is only my dream come true, but still ...) This was the wedding reception. This was great times.
Sunday we ate and drank at local establishments with mean fish tacos, Pizza Port perfection and local brews that were deemed "dank" by Bro-Cal aficionados. I also got to meet up with some of the newest Southern California transplants (aka my good friend from high school and her husband) who were also eager to adapt and incorporate the Bro-Cal lifestyle.
Pizza Port
Gretchen and I (outside the restaurant whose septic tank overflowed ... that's another story)
To join the Bro-Cal party you need to be chill and unassuming. You don’t have to put on a show. You just have to hang out, have a laugh, and take in the scenery. For someone who tends to be spastic party-goer, this was a change, but a welcome one.3. Brothing Optional – One might assume that clothing is a defining characteristic of the brand. Generally, one might immediately think of tattoos, trucker hats, board shorts, and raised trucks as Bro-ware. However, as the Bro*Cal website describes, these are not the sole characteristics - you can really wear anything to be a Bro.
Saturday morning I did my marathon training run - that is, I ran 13 miles down the Pacific Coast Highway (Highway 101). Along the way I passed thousands of campers, surfers, runners, bikers, strollers, drivers, and diners. There was no dress code, rather their apparel and accessories were based only upon what was most comfortable for their activity du jour. Everyone was very casual, but with some added layers in case you got wet or cold. In my prescribed running gear I felt a little conservative, even formal.
Saturday morning I did my marathon training run - that is, I ran 13 miles down the Pacific Coast Highway (Highway 101). Along the way I passed thousands of campers, surfers, runners, bikers, strollers, drivers, and diners. There was no dress code, rather their apparel and accessories were based only upon what was most comfortable for their activity du jour. Everyone was very casual, but with some added layers in case you got wet or cold. In my prescribed running gear I felt a little conservative, even formal.
Because I didn’t pack appropriately for being a Bro (and a growing number of my clothes were turning toxic from running in them and sweating through them), I had to get some gear once in San Diego. That meant a thoughtfully purchased and gifted rash guard from the boyfriend so I wouldn’t get cold on the chilly waters while kayaking (it also came in handy when suddenly I was in the chilly waters); some extra layers for the outdoor wedding reception, although they turned out not to be needed as my body temperature remained heated due to puppet dancing and spontaneous tambourine playing; and new Bro*Cal apparel.
Being a Bro is about being casual - being yourself. This can be uncomfortable for a girl who has always staked herself on being put together, but once you try it, there is something to be said for being comfortable in your own skin, stripped of a facade.
Being a Bro is about being casual - being yourself. This can be uncomfortable for a girl who has always staked herself on being put together, but once you try it, there is something to be said for being comfortable in your own skin, stripped of a facade.
I enjoyed every minute of bro-dom, and on this Wednesday evening in Naperville I'm missing San Diego. I’m far from being a true So Cal girl, but I’m starting to appreciate the Bro*Cal take on life more and more. The marriage and balance between work and life can be a lesson to us all. When the surfs up - conference calls can wait, the 24 hour news day can be abbreviated, and I believe you can build and challenge yourself in ways you never thought possible.
I don't know ... So-Cal seems to be calling and I may just be the next little surfer girl. For now, I'll continue to pound the land-locked pavement of the Windy City.
Lo
I don't know ... So-Cal seems to be calling and I may just be the next little surfer girl. For now, I'll continue to pound the land-locked pavement of the Windy City.
Lo
