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    Store No. 46

    Living the everything ocean lifestyle. Fishwear.

    NorthCoast Brine
    • USA Made
    • Gives Back
    • Vegan Friendly

    NorthCoast Brine

    Point Arena, California

    Emma Hurley


    I grew up next to the ocean and values of environmental stewardship and sustainability developed when I was young through the hours I spent exploring and interacting with different ecosystems in the wild coastal reaches of Northern California. This early tie to the ocean has only gotten stronger through education and work, from earning a bachelors in Marine Conservation and through working as a biologist and environmental educator.

    Field time as a fisheries biologist, is partly where my inspiration for NorthCoast Brine came from: seeing beautiful species first hand day after day and my frustration with how much ignorance, lack of knowledge and lack of respect I witnessed from people catching fish.

    Original fish art, is inspired by the colors, shapes, beauty, humor, mystery and character of the fish that live off the cold-water coast of California. My goal with Wearable Fish Art is to shed light on the amazing life we have off the cold west coast of California and foster pride and stewardship in the species that swim in the northcoast brine water.

    NorthCoast Brine

    I stared surfing when I was in my early 20s and has been the passion most driving my personal lifestyle. Where I live, what work I do, even when I hang out with friends is influenced by the surf access, tides and swell.

    Northcoast Brine

    NorthCoast Brine is my project:

    I am the artist, wardrobe engineer, writer, researcher, web-designer, sales person, shipper.... The one thing I do not do is the screen-printing. My screen printing takes place in a small garage in Santa Cruz, CA. Each piece is hand printed by a friend. We do small batches of each image and I keep only small batches of clothing in stock. Because of the nature of hand printing, variations of color and placement occurs within a batch of shirts.

    My goal is ocean conservation, so I try to source part of my line in semi-ocean friendly clothing. My clothing blanks are a mix of large company, organic cotton, made in the US and some hemp and bamboo. The fish come from my original pen and ink drawings.

    Original fish art is inspired by the colors, shapes, beauty, humor, mystery and character of the fish that live off the cold-water coast of California.

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