Bringing Authentic 1980s–90s California Surf Culture into the Modern Era: Legendary Brand 'FAB' Relaunches Online-Only on July 9

Original Founding Member: Matt Archibald

Early 1990s, San Clemente, California, USA.

FAB's history began with stickers and T-shirts created by brand founder Gus Marcial for his friends.

Christian Fletcher, who coined the brand name, along with Gavin Beschen, Matt Archibald, and other hardcore surfers representing California at the time, formed the original core team that shaped the brand.

FAB BRAND SITE

They embodied a free-spirited approach to surfing—pursuing a style true to oneself.

That rebellious spirit and culture have been passed down as FAB's DNA for over 30 years.

For this relaunch, FAB continues its original spirit while introducing headwear, sunglasses, and T-shirts tailored to modern lifestyles.

The designs blend inspiration from San Clemente and Southern California—the brand's roots—with functional elements.

FAB launches anew as a lifestyle brand seamlessly connecting the ocean, the city, travel, and outdoor adventures.

Roy Gonzalez Original Hand-Drawn Art

Additionally, FAB features original artwork by Roy Gonzalez, a renowned Southern California surf artist, as its signature graphic.

For over 40 years, Gonzalez has captured the essence of surfing, skateboarding, music, and street culture. His work has become a vital identity, symbolizing the world FAB represents.

Relaunch Collection

Key items in this launch include:

• Sunglasses Collection

THE ROLL MODEL

Model No.: FAB441

Color: BLACK/SMOKE

Price: ¥19,800 (tax included)

https://www.dukeint.co.jp/view/item/000000001231

• Headwear featuring 3D embroidered logo

'F' INITIAL LOGO CAP

Model No.: FAB513

Color: BLACK×WHITE

Price: ¥7,480 (tax included)

*Pre-order item (estimated arrival: mid-to-late July)

https://www.dukeint.co.jp/view/item/000000001225

• Black-based T-shirt collection

PRODUCTION LOGO TEE

Model No.: FAB502

Color: BLACK×BLACK

Sizes: M/L/XL

Price: ¥6,820 (tax included)

*Pre-order item (estimated arrival: mid-to-late July)

https://www.dukeint.co.jp/view/item/000000001230

The brand's symbolic 'THREE DOT' represents three core values cherished by FAB:

Surf · Art · Freedom

About FAB

FAB was born in the 1980s–90s in San Clemente, the holy land of surfing.

Beyond surfing, the brand established a unique style by fusing diverse cultures such as punk rock, skateboarding, tattoos, lowriders, and Baja California culture.

The brand concept goes beyond being just a surf brand—it embodies a lifestyle that expresses 'the ocean, travel, art, and freedom.'

Online Store

Launch Date: Wednesday, July 9, 2026

Sales Channels: Official online store, Amazon (planned)

Company Overview

Duke International Co., Ltd.

Address: 1-8-20 Katase Kaigan, Fujisawa City, Kanagawa Prefecture, 3D

Official Website: https://fabstore.jp/

Official Online Store: https://www.dukeint.co.jp/view/category/fab

Contact: [email protected]