Small Batch, Big Dreams -Shaggy Surfwear
Words Olivia Freestone
What began as a few hand-drawn designs and an Instagram page has since evolved into a flourishing business that proudly represents local surf culture.
In 2020, Jacob Bindon set out to fill a gap in New Zealand’s surfwear scene, creating what would become the beloved brand, Shaggy. Tired of high international shipping fees from overseas surf brands, Jacob took matters into his own hands, while putting a Kiwi spin on it.FromhisdaysatMatakanaPrimarySchool and Mahurangi College, Jacob’s connection to the local area runs deep. “Growing up between Omaha and Tawharanui, the area has been a source of inspiration for many of the designs, and the laid back coastal lifestyle has massively influenced the brand” he says.
Shaggy’s growth has been organic, with Jacob navigating the challenges of building a brand as they came. One of the defining features of Shaggy is its commitment to small-batch surfwear, ensuring each piece is unique. “All our runs are small and unique, so you’re not going to see every second person wearing the same hat as you,” he adds.
Shaggy is very much a family affair. Jacob runs the creative side, while his wife, Anna Bindon, handles the logistics and administration. Recently, the couple’s lives took on even more meaning with the arrival of their daughter. “Becoming a dad has added a whole new dimension to this journey,” Jacob shares, reflecting on the added purpose and motivation that parenthood has brought to their lives and business.
Recently, Shaggy reached a significant milestone with the opening of its first physical store at Matakana Country Park, a dream Jacob didn’t expect to achieve so soon. The shop now offers Shaggy a new way to connect with its local community. The process of setting up the shop was a labour of love, with both Jacob and Anna working late nights and early mornings to get it ready for customers. “This summer, we plan to find our feet in retail and have a bit of fun with it,” Jacob says. The shop is open every Sunday during the market and will extend its hours daily throughout the summer holidays, givingcustomersthechancetoseeandfeel Shaggy’s products in person.
Shaggy’s product lineup offers boxy printed tees and hats in six and five-panel styles, made from hemp, cotton, and corduroy. While the winter collection is nearly sold out, the December drop will be the brand’s biggest yet, with new hats and tees just in time for summer. With the new store in place and exciting products on the horizon, Shaggy is ready to grow both its product range and its community presence.