You would assume that starting a surf brand in Denmark—a land of shitty, freezing weather and where the seas are ice-cold—is a terrible idea. The worst idea ever, in fact, which is what friends and family told the creators of Oh Dawn. But the stubborn persistence that kept these guys coming back to shred wind-chop waves is the same stuff that enabled them to keep pushing through mistakes and errors until Oh Dawn was brought to life in 2011.
Brothers Mathias and Simon Rosendal and their friend Bo are the first ones to tell you that they didn't have one single clue about what it took to start a brand, and bankers literally laughed in their faces when they pitched their company for a loan. However, their collective love of creating by hand and willingness to take on any role allowed their surf label to flourish in the most unlikely of places: cold-as-a-witch's-tittie-Scandinavia. Now these guys' work and personal lives center around surfing, and while a Danish surf brand may have seemed like an impossible notion, having a presence in 60 stores around the world means they're the ones laughing. Peep the video above to see how what was the worst idea ever turned into an idyllic business and lifestyle.
