New surf wear brand, FTB, was launched officially in the Eden district, South Africa, earlier this month. The brand, which stands for ‘Focus Trust Believe’ has the objective of inspiring people to focus on their goals and do great things.
“FTB is a proudly South African brand sourcing the highest quality garments in Cape Town,” explains Llewellyn Whittaker, founder of the brand. According to Whittaker, the range currently comprises stylish men’s T-shirts, long-sleeved T’s, V-necks and long-sleeve T-shirts, as well as high-quality hoodies. “To keep you warm we have crew necks in black – great for both men and women, and also, a small but cool women’s range that has some awesome prints,” Whittaker said.
The brand was born out of Whittaker’s journey from professional surfer to successful coach and the philosophies he has applied throughout these. “Through the brand we want to inspire people to believe in their dreams and to trust that they will become a reality, even if the odds are stacked against you – much like in the early stages of my own pro career,” Whittaker said.
Currently FTB items are available exclusively online at www.focustrustbelieve.com. “We are looking at opening strategically-positioned FTB stalls at some of the most reputable markets in Cape Town,” Whittaker explains. In terms of positioning FTB will seek to be competitively priced and enter the market in the affordable mid range.
In terms of the future, Whittaker sees the brand expanding across sports disciplines and even spilling into he corporate sphere. “The roots of FTB will always remain in surfing, but won’t be limited to surfing. Looking ahead we plan to have small ranges catering for a range of consumers – form golf shirts for golfers, shirts and ties for the corporate business and even cycling shorts for the avid mountain biker,” he said.
“The idea behind the brand is that when you’re wearing an FTB item you feel motivated and excited to tackle your day or challenge, be it the final 10 kilometres in a mountain-bike stage race or a do-or-die corporate meeting,” he concluded.
For more info, visit www.focustrustbelieve.com or contact Llewellyn directly on lu@wavesschoolofsurfing.com
