10 Over Surf Shop’s first core value is care for the environment. Climate Change and the Climate Emergency have brought the need for urgent action to save our planet’s health for the sake of the health not only of our future generations but for many, many species of animal and plant life on Earth. This beautiful, rich planet has given us life, but what are we giving in return? The environment is critical to us as a group of surfers, outdoor lovers and horticulturalists. We strive daily to do our bit to protect the environment and we strive daily to put planet Earth first in every business decision we make with 10 Over Surf Shop. The Earth gives freely, and we must reciprocate with love and care.
10 Over Surf Shop’s second core value begins at home. We are family. We want our younger surfers to feel supported to achieve their surfing goals. We will develop partnerships and programmes that provide a launchpad for our future world champions. We want to nurture talent where it is evident without pushing too hard or demanding too much, giving each emerging surfer an opportunity to find his or her voice and a freedom of expression. Individual personality is critical to us and this can be balanced by a team ethic, where team members work to fulfil our four core aims. Nurturing is not pressing somebody into a readymade mould or identity, but is a about supporting their own growing talents. This requires patience and tolerance. Our philosophy is to cultivate individual style and freedom of expression.
10 Over Surf Shop’s third core value is to showcase a variety of well-known, established brands along with up-and-coming brands that fit our overall philosophy and meet our core values of Environment, Nurture and Community. We support collaborative trading and forms of exchange that benefit producers, shops and customers in equitable ways. We will also seek eco credibility in our brands. But we are in the business of innovation and expansion of horizons, so we are always on the lookout for new brands with environmental and social integrity that push boundaries, and yet are economically viable and serve to benefit all in the supply chain. We particularly want to support economic models that are not based on greed or excessive profit, but profit all in the business cycle. This means that we are adapting our economics and business model away from unsustainable permanent “growth” to more of a doughnut model. The inside ring of the doughnut represents relative deprivation that we would want to avoid through wise and equitable distribution of resources; while the outside of the doughnut represents the extremes of “growth” before we do any damage to the environment or create social situations of inequity and inequality.
Following from our three core values above, the fourth core value is community, which is so essential to a healthy and happy future. 10 Over Surf Shop will endeavour to collaborate on community projects that benefit us all. We are committed to democratic models of participation in decision-making and of fair distribution of resources. We are particularly keen to help those in the community who are isolated. Only by working together can we move forward. And communities work best when there is tolerance of difference, so we cultivate an individualism that respects others’ individualities. We are not a community of sameness, but of rainbows and flavours.