Firewire is now distributing your designs to more surf retailers. When did you decide to take your designs to Firewire, and which individuals were instrumental in that shift?
CJ Nelson: In late 2017, CJ Nelson Designs hit its ceiling. We were maxed out, we needed better account servicing, and we just didn’t have the reach we needed for the demand we were getting. We took a trip to Hawaii around that time and brainstormed our best-case scenarios for breaking free and finding the help we needed. Firewire was at the top of that list. We knew they’d never been a distributor for boards other than their own, but we felt it could still work out. My partner Mark Nelson took the reins on reaching out and was warmly welcomed. We went into a series of meetings for the better part of 2018 and were able to come to a mutually beneficial agreement. It took a lot of people to get it all together but Mark Nelson and Mark Price were the most instrumental in making it happen. Mark Nelson has done more for me and my personal growth than anyone in my life. He’s truly one of the greatest men I’ve ever met. I am forever grateful.
Given your lengthy background as a multi-generational, if not era-defining surfer/designer, where are you at right now in terms of your craft, your business, and your surfing?
Things are really great at the moment. I’m genuinely happy and grateful every day. I’m at a place where I just ride what feels best without looking too much into trends or history. Those things can confine you to directions that may not be that functional. I’m just interested in designs that are built around feel. If it’s not feeling incredible underfoot, it’s just a fashion accessory, which becomes a ball and chain that halts a person’s progression. It’s nice to honor the past, but I’m more interested in the now and the future. New designs and materials keep me inspired. And business has been fantastic. It’s a constant learning experience and definitely has its ups and downs, but it’s incredibly interesting and rewarding. Growing up in shaping rooms and factories, I had a good opportunity as a kid to see what works and what doesn’t — what generally makes boardbuilders so miserable and why. It took me a long time to understand how the people building the best things on Earth could be so salty and bitter. Learning how to navigate the surfboard business without developing those personality traits is important to me. Luckily, one of my best friends since childhood, Yu Sumitomo, is my partner and he’s arguably one of the best boardbuilders in the world. He’s got this shit down and has taught me so much about happiness and priorities. If you’re not happy every day, then what’s the point? Do something else. I surround myself with art and design, and positive and inspired people who are great at their jobs.
And…?
And I surf. A lot. Surfing is the most important thing to me. I know it sounds cliché, but it’s been the constant thing that’s kept me on the right track in life. With so many talented and professional people involved in my business now, I’m able to surf more than ever. I pretty much surf and film every day and review the footage closely. I scrutinize my hands, arms and foot placement. I’m continually trying to correct my dance and perfect the way the boards are working. There is a certain way I’ve always wanted to surf, and I’m just now achieving that goal. The feeling you get from the connectivity of your craft to water is very personal, so you better be real with yourself. If it doesn’t feel great, then trash it. I surf exactly the way I want, on what I want, with no exceptions.
