We caught up with the brilliant and insightful Fiona Tran a few weeks ago and have shared our conversation below.

Fiona, appreciate you joining us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

Surfing, as a niche industry, has traditionally been shaped by prominent corporations like Billabong and Roxy. However, these legacies, while impactful, are predominantly managed by older Caucasian men. As a woman of color entering the surf industry, I faced the challenge of overcoming the pervasive “localism” phenomenon. This fear, associated with being considered an outsider by the local surfing community, presented a formidable hurdle.

Within the surf industry, there is a significant avenue for women, particularly women of color, to carve their space. Yet, stepping into this arena can be incredibly daunting.

If you’re familiar with surfing, “localism” might ring a bell. For those unacquainted, localism involves negative encounters initiated by local surfers to protect their local breaks from outsiders or “kooks.”

As a female person of color venturing into the surf industry and challenging well-established corporations, I certainly encountered a degree of “localism” apprehension. Fortunately, my time in California, where localism strongly manifests at numerous surf locations, equipped me to navigate this challenge.

LOCO Wetsuits transcends its role as a mere wetsuit provider. It embodies a lifestyle and community ethos, serving as a platform for underrepresented surfers who resonate with the #LOCOStateOfMind. Our ethos, principles, and heritage emanate from our original inspiration, firmly anchoring us within our community. Our collaborations extend to ocean conservation non-profits and local artists, fostering distinctive wetsuit designs that set us apart from distant corporate brands.

Fiona, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

From a young age, I carried an innate desire to be an entrepreneur. The specifics were unclear, and the problems I’d solve were uncertain, yet this conviction remained unwavering. Bucking any skepticism, I pursued my love for fashion head-on. My fascination with clothing was palpable – childhood was marked by endless dress-up sessions, complemented by blogs spotlighting my favorite trends and styles. Amidst this, I graduated from UC Berkeley during the pandemic, standing at a crossroads. While my affinity for fashion was undeniable, my next steps remained uncertain. With a knack for clothing and an ability to inspire others, I decided to indulge in a “Barbie moment” and launch my clothing line. It’s worth noting that my experience in formal fashion design was negligible – a political science major was who I was. Above all, I was just a girl with an unyielding love for fashion, eager to craft her own narrative. Simultaneously, my passion for styling individuals gained momentum, gradually evolving into my primary occupation.

My journey embarked with fashion as the cornerstone, culminating in the establishment of my clothing line, FT The Label. Simultaneously, a newfound love for surfing ignited a fresh expedition. However, the absence of sustainable, well-fitting wetsuits compelled me to create LOCO in January 2022. The subsequent year morphed into an accelerated learning curve, marked by the transition to full-time dedication to LOCO. This pivotal step expedited our growth and solidified our commitment to the surfing community.

Formally created in January 2022, LOCO swiftly carved its niche. The past year ushered many insights into the surf and wetsuit world, demonstrating the remarkable swiftness with which an idea transforms into tangible reality. My immersion in LOCO intensified in 2023 as I transitioned into full-time engagement, encouraging deeper contemplation about the essence of surfing and the pursuit of establishing a surf enterprise. My aspiration was clear: to foster a company that resonates emotionally with surfers. The aim was to counteract the impersonal facade often projected by corporate giants. Our endeavors span engagement with ocean conservation non-profits and collaboration with local artists to curate distinctive wetsuit designs. The predicament I have toward these corporations revolves around their detachment from a genuine sense of community. While these established brands are undeniably commendable – personally, I hold them in high regard – their interactions often exude a corporate veneer rather than an authentic communal spirit.

My affection for surfing really came about due to the camaraderie I discovered and the unique mental framework demanded by the sport. This camaraderie was further cemented by kindred spirits who shared the same mindset, challenges, and ambitions in their surfing journey.

Presently, I’m immensely proud of LOCO’s journey, characterized by the overwhelming love and support we’ve garnered from surfers and non-surfers alike. This is a brand sculpted not only for surfers, by surfers but also for individuals embracing the LOCO State Of Mind. We constantly challenge conventions and pursue ventures that others might deem audacious. Why? Because this audacity translates into our profound sense of vitality. Collaborations with entities like Red Bull at such an early juncture and the counsel received from seasoned surfers I’ve long admired serve as gratifying validations.

So, what lies ahead for LOCO? You can secure your wetsuit pre-order for a nominal fee of $10 on www.locowetsuits.com, which will be deducted from your final order once it’s ready to ship. In the interim, our LOCO community doesn’t need to wait – our merchandise is now also available for pre-order, set to ship early October! Stay tuned for the latest developments by following @locowetsuits on Instagram or TikTok.

As I mentioned earlier, the cornerstone of LOCO rests on community. To artists, photographers, and creators who wish to join our LOCO family, your creative spirit is most welcome. Kindly reach out to [email protected] for further collaboration.

Shifting the focus to the journey of transforming your side hustle into its present form – what strategies and insights can you share about this transformation? From a side venture, LOCO Wetsuits has evolved into your full-time career, and the path to this juncture has likely been a fascinating one. Could you shed light on this transformative journey?

My side project, LOCO Wetsuits, organically evolved into an unexpected full-time endeavor. Following my departure from a growth marketing role at a B2B SaaS startup, I made a subconscious choice to fully dedicate myself to LOCO. The subsequent twist of fate – a layoff – provided an unexpected gateway to wholeheartedly pursue my passion. Since then, the journey of scaling LOCO has outpaced my initial projections, igniting my excitement to introduce our brand to the world. I left that role in tears, not out of sadness for its conclusion, but due to a dent in my ego. Post-reflection, a smile dawned upon me as I realized the world was now my oyster. The diverse array of career paths lay open before me, with a clean slate to sketch upon. This realization comforted me – I was already propelling LOCO’s growth, and the time had arrived to immerse myself in it full-time. Though LOCO was formally born in early 2022, it wasn’t until April 2023 that I embarked on a full-time engagement. Initially, I anticipated productivity equivalent to a 9-to-5 job, yet the journey bestowed profound learning and hastened our company’s expansion beyond imagination. While the pressure to enhance LOCO’s revenue remains, as we prepare for market entry, I’m thrilled to finally introduce LOCO to the world, complete with its unique identity.

Now, let’s explore the origins of your initial capital to kickstart your enterprise. Securing funds often presents a formidable challenge. How did you navigate this landscape and gather the initial capital required to set your business in motion?

Navigating the landscape of funding was an intricate endeavor. I relied on my personal savings to fund initial prototypes and merchandise samples. Moreover, credit cards played a pivotal role in covering essential expenses. As LOCO prepares for its public debut, I’m delving deeper into funding strategies, aiming to secure capital without compromising equity. Entrepreneurship inherently entails calculated risk-taking, and I’m resolute in my commitment to tirelessly work toward LOCO’s triumph.

To realize a successful business venture, a degree of audacity is necessary – a determination to strategize your moves, select the best course of action and leap into the unknown, hopeful for a solid landing. While countless questions loom, each demanding careful consideration to mitigate risks and forecast outcomes, ultimately, the leap of faith takes precedence, accompanied by unrelenting effort.

Contact Info:

• Website: https://www.locowetsuits.com/
• Instagram: https://www.instagram.com/locowetsuits/
• Linkedin: https://www.linkedin.com/company/locowetsuits/
• Other: https://www.tiktok.com/locowetsuits/

Image Credits
@alexarcherlawson