Shore lb. isn’t just a brand—it’s a mindset born from the pounding surf and the determination to rise after every fall. Founded by Chris Ellison, a passionate skimboarder and former lifeguard, Shore lb. captures the essence of resilience, community, and a love for the ocean. It’s a brand that speaks to anyone who’s faced life’s challenges head-on and come out stronger on the other side.
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The concept of “shore lb.” comes from surfer slang, referring to the powerful waves that crash directly onto the beach. It’s a fitting metaphor for the ups and downs we all experience. Chris, alongside his wife Tiffany, created Shore lb. to represent this shared experience—whether you’ve been knocked down by life or the ocean, the key is to get back up, dust yourself off, and keep moving forward.
But Shore lb. is about more than just surviving the tough times—it’s about thriving. The brand’s apparel and gear are designed for those who embrace the coastal lifestyle and the challenges that come with it. From edgy graphic tees to durable beachwear, each item is a reminder of the inner strength we all carry and the waves we’ve conquered.
At the heart of Shore lb. is a deep commitment to giving back. Chris’s dedication to community service runs deep, with roots in supporting the Vero Beach Lifeguards Association and other local charities. Shore lb. continues this tradition by actively participating in charitable initiatives, both in Florida and Chris’s home state of Tennessee. For Shore lb., community isn’t just a buzzword—it’s a core value.
One of the most impactful initiatives under the Shore lb. umbrella is the Little Board Riders program, a non-profit dedicated to empowering the next generation of water sports enthusiasts. This program provides children with the opportunity to dive into the world of water sports like surfing, paddleboarding, and skimboarding. Through carefully curated camps and access to essential equipment, Little Board Riders ensures that kids can experience the thrill of the ocean, regardless of their background or resources.
The Little Board Riders program does more than just teach kids the fundamentals of water sports—it instills confidence, promotes physical activity, and fosters a deep connection to the environment. By educating children on the importance of ocean preservation and sustainability, the program nurtures young environmental stewards who understand the impact of their actions on our planet.
Shore lb.’s Little Board Riders initiative is a shining example of how the brand goes beyond business to make a real difference in the community. It’s about giving kids the tools to face life’s challenges, both in and out of the water, with resilience and confidence.
Shore lb. offers more than just products—it offers a lifestyle that’s all about resilience, community, and the thrill of the ocean. Whether it’s a hat that’s perfect for a day at the beach or a hoodie that keeps you warm after a sunset surf session, Shore lb.’s gear is designed to support those who live for the water and the lessons it teaches.
In a world where life can knock you down, Shore lb. is here to remind you that it’s not about how hard you fall—it’s about how you rise. With a commitment to quality, community, and the power of perseverance, Shore lb. is more than a brand; it’s a movement. Join Shore lb. in embracing life’s waves, celebrating your resilience, and making a difference—one wave, one child, one community at a time.
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