LOCAL ONLY red

Story

There are many legends in the world of surfing, dating back to its very origins. From the beginning, a whole life philosophy emerged—one deeply tied to freedom, yet also bound by a set of “unwritten rules.”

The concept of the “Local” is broad, but it certainly has its unshakable pillars.

To help explain what a Local means in surf culture—though, as already mentioned, words can hardly capture a lifestyle and its moral code—let’s use an example.

Imagine heading out with your board to a remote, unknown spot. Maybe you’ve picked up some scattered info about this “patch” of ocean where the waves are incredible.

At this point, there are two fundamental things to consider:

First, are you arriving there as an outsider, or were you brought there by a Local (a surfer from the area, already part of the local community)?

Well, if you get there on your own and the Locals don’t accept you, it’s better to walk away. It may not end well.
Their fear is valid: the arrival of tourists, crowds, disrespect, trash, big brands, and uncontrolled surf traffic can easily lead to the pollution of a lesser-known paradise. And by pollution, we don’t just mean plastic—we mean everything humans are capable of doing to destroy nature.

Second, the situation is entirely different if you’re invited to surf that spot by a Local.

Respect is key—especially toward the Locals already in the water. They have a kind of natural right of way on the best waves.
You need to understand when it’s your turn—without the arrogance of someone trying to force their presence—but with the humility of someone who’s there to share a passion.

If your local friend brought you to surf there with him, he already knows that you understand the three golden rules—and yet he’ll still remind you:
“You can surf with us as long as you don’t take any photos, don’t say any names, and don’t tell anyone anything.”

This philosophy—whether you love it or not—is very Johnny Rapina.
That’s why it became one of our T-shirts:
LOCAL ONLY – NO PHOTOS NO NAMES NO STORIES