IDEAL is a project that operates at the intersection of design
and ideology ☀

IDEAL is an artist-run, independent shop for waterpeople based out of Oakland, CA. By expanding and redefining the visual and cultural boundaries of surfing, IDEAL is cultivating an inclusive community that respects the ocean.

All production decisions are made with the environment in mind, including recyclable shipping materials and producing in small batches to reduce waste. All products are locally printed and ethically sourced. IDEAL was founded by Savannah Rusher in 2020.