CJ Nelson Designs Surfboards

Firewire is dedicated to elevating the surfing experience through innovative design, new materials, and advanced construction methods. Every surfboard, traction pad, and leash we build is designed with a single goal in mind – to improve the surfing experience as much as possible while impacting the environment as little as possible. We also believe that the current ‘take.make.waste’ consumer culture and the associated unfettered capitalism with its sole focus on the bottom line, will not get us from here to there without degrading the planet to the point where life as we know it today will be lost forever. It’s time for a new paradigm, one where consumers demand more environmental responsibility from the brands and products that they support, and a company’s ‘performance’ is measured by the impact that their operations have on the planet and its people, not just how much profit they make.