In the fall of 2009, Jeff Fagen walked into the Manhattan flagship store of a major surfwear company and had a painful revelation. ”Like the recent college graduate who suddenly realizes his upside down, jello-shot days are over, I suddenly realized that I could no longer relate to the styles laid out in front of me; the baggy fit, the loud prints—none of it made sense. I’m a former Jones Beach lifeguard and a zealous wave rider—but as a grown man in the surf, I don’t want to look like a rodeo clown or one of the kids hanging out in front of the 7-11.” And so the brand was born. Imagine the creative force of 1 billion freed spirits. Imagine Mao dropping in on the dawn lineup at Ditch Plains. Imagine a new culture governed by Swell Thinking and Panda Diplomacy. This is Liberated China. The ultimate triumph of spirit in an authoritarian world. An east coast brand steeped in the tenacious optimism of the east coast surfer. A brand for the man with style and a sly edge who knows when to make waves and when to ride them.