Pacifico, OBEY Clothing Collaborate With Surfrider Foundation for Three-Pronged Merchandise Campaign

Beer brand Pacifico and apparel brand OBEY Clothing captured Southern California’s surfing culture to raise money for the Surfrider Foundation, borrowing artwork from a Venice Beach mural and printing it onto apparel and tote bags.

The merchandise is currently available on the Surfrider Foundation’s website and features artwork created by Studio Number One, a creative project founded by Shepard and Amanda Fairy. The line includes a T-shirt, a tote bag and a print of the design, with 100% of proceeds benefiting the organization's goal to protect coastal water and beaches.

“We’re excited to partner with OBEY Clothing to further Pacifico Preserves’ mission of helping to protect the outdoors by supporting the Surfrider Foundation with this collaboration,” Alex Schultz, senior director of brand marketing for Pacifico, said in a press release. “Our shared audiences are champions of the environment and are action sports enthusiasts, so we believe Pacifico drinkers will want to proudly wear their support with this collection.”

It’s a smart collection of brands here. Pacifico has the beachy appeal as a Mexican-style lager, OBEY appeals to Los Angeles youth and its artistic nature, and the Surfrider Foundation ties it all together with the mission statement and use of the campaign’s funds for a good cause.

With a simple message of “Respect Our Ocean” and using Pacifico brand colors, the merchandise offers an evergreen design and creates a positive brand association without being too heavy-handed.

“OBEY Clothing is steeped in self-empowerment, and dedicated to challenging how people think and act toward the environment,” said OBEY Clothing CEO Steve Ternosky. “Collaborating with Pacifico allows us to communicate this message in an authentic, powerful way, because we both share a deep commitment to protecting the outdoors.”