We’re loving the recent trend of community-run businesses (sports teams, record labels, etc.), and now there’s one that just throws us for a loop: nvohk, the first community-managed, eco-friendly, surf-inspired clothing company. Why? Because surfers are supposed to be unmotivated beach bums, and we love when stereotypes are turned on their head.

nvohk (pronounced “invoke”) hopes to attract 20,000-40,000 members, at which point they’ll invite members to buy into the company for $50 each. The new member/owners will will make major business decisions including logo design, web design, product design, advertising, etc. The surf-inspired clothing will be made from 100% sustainable materials, and 10% of all profits from nvohk products will go directly to eco-minded charities.

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