"Surfing Cowboys" is a term that Wayne and Donna Gunther invented 25 years ago to capture a lifestyle of freedom, transformation, and reinvention. It’s the reason why people come to California from all over the world. It's the essence of The West, whether you find it on the range, in the ocean or living in your heart. Surfing Cowboys evolved out of this spirit into an internationally recognized brand (all be it a small one). Wayne & Donna have refered to Surfing Cowboys® as "a state of mind" since those earliest days.
The Gunther's curation evolved from their life and many work experiences. Their essence merges icons of beach culture, mid-century design, rustic Americana, cool Euro and pop-culture into a seamless style. Their store environment is credited for always shifting and yet remarkably staying the same, and their look is credited for inspiring a genre. .
For the Gunthers everyday is an adventure. They live deeply rooted in their personal aesthetic and experiences. Using their life as a two-lane blacktop with a nod to the past and an eye to the future, they live a life in which ideas, aesthetics and objects of inspiration are cultivated, curated, put on view, and offered for sale.
After 22 years of retail, when the lease on their most recent Venice Blvd location came up for renewal, the Gunther's made the decision to take a short break from the brick-and-mortar trenches to focus on evolving Surfing Cowboys in to its next incarnation. Most people don't know that behind the scenes, all these years, the Gunthers have been passionately honing a collection and a plan for the next evolution of Surfing Cowboys. So, with the same verve that inspired them to shift from fashion photography to retail they decided to take a leap and press re-set. Temporarily closing their brick and mortar store to lean back and take in the wide view as they begin their next Surfing Cowboys adventure.
Retail is still a big part of their lives and the back-bone of thier business. Surfing Cowboys merchandise including finds from their travels and branded goods can be purchased both on the website surfingcowboys.com and from their creative headquarters in Mar Vista just minutes from their old location.
The Gunthers are riding a new wave and invite allies large and small to reach-out. They both need and appreciate your continued business as customers and they need and appreciate your continued support as allies who can help carve the way forward.
It's been an amazing trip to this point (read what the press has had to say about it here) and in their heart of hearts they feel that the best is yet to come.