ABOUT MODOM SURF
MODOM EXISTS TO HELP YOU HAVE MORE FUN IN THE SURF. WHETHER YOU’RE A PRO HAVING A CRACK AT THE TITLE, OR SOMEONE WANTING TO SQUEEZE MORE OUT OF YOUR CUT DOWNS, OUR PRODUCTS ARE THERE TO MAKE YOUR WHEELS SPIN A LITTLE BIT FASTER.
In a world of corporate pop outs, our mission is to be innovative, modern and progressive – giving you something fresh that’s still going to hold up in the heaviest conditions. Take a step away from what’s normal and come and hang out in the Modom pool.
MODOM BRAND HISTORY
Modom was started in 2008 by surfers Jack Perry and Pauly Garrard. The boys were sick of the same old stuff being put out year-after-year in the accessories space, with no major thought about innovation or style. They wanted technical gear that looked good, pushed the envelope in terms of function, and had fresh design appeal.
Feeling like there was a big gap in this space, Jack drew up some initial tail pad designs and gave them to Pauly, who had a long history in product sourcing and development.
“I literally got a scrap piece of paper out and drew these terrible pictures, just to see what it would feel like underfoot.” Jack recalls about the initial run. “I gave Pauly some rough guidelines and he went to one of his factories that he works with and got them to produce a bunch of samples. The first ones we got were so bad. I was like ‘this sucks, I don’t know if this will ever work’, and then Pauly’s like, ‘no, no it’s cool, we’ll go back and improve it’. It was just back and forth and eventually we got some prototypes. We were like, ‘this is awesome, it’s really good under foot’.”
With some quality samples the next step was bringing in an experienced designer to make sure things were looking on point. Designer Xavier Davies joined the team and the trifecta to get things happening was complete.
Since then Modom have rolled out a bunch of different product lines, all designed to help people get more from their surfing experience. From the team-designed tail pads, to the Blackist technical boardshort, to the Shark Leash, the focus is always on innovation, modern thinking and progressive design. The question constantly being asked around the office is “will the best surfers in the world want to use this stuff?”
The Modom family continues to grow, working to create more designs to help you have fun in the surf. Their approach is summed up pretty well when you ask Jack about his vision for the brand –
“We eventually want to get to the point where we can do sales meetings once a year on boats in Indo or something like that, that’s the end goal. That’s how I pretty much gage every week at work, I’m like, ‘Pauly, can we go to the Mentawi’s yet?’ I guess we’re all passionate surfers and we want to keep that dream alive.”
To join in on the Modom dream have a look around the site, hang with us on social media, or just generally make sure you’re pushing the limits of what’s possible in the water.
CO-FOUNDER & CEO
Jack is a former WQS surfer, recovering surfboard addict and closet legrope fondler. He did his apprenticeship in the surf industry, growing up in Oakley Australia’s head offices as a kid, and more recently worked as Reef Australia’s team manager.
Now MODOM’s CEO, Jack spends his days finding ways to sneak out of the office to do ‘product testing’ at Winkipop. He especially enjoys telling the crew how good he is at taking big sales orders by promising free express shipping. Jack also takes care of marketing and keeps healthy by consuming awesome amounts of bee pollen. His strange personality might be explained by the fact his dad made him wear a red Gath helmet for the majority of his childhood.
CO-FOUNDER & THE REAL CEO
Pauly comes from a long line of Olympic wrestlers and rowers, so you’d think that would make him super fit. In reality, he can only do eight push-ups before collapsing. To make up for that deficiency he has become a master of material technology and looks after all of MODOM’s production. His history comes from founding one of Australia’s first-ever soft board companies – G-Boards – as well as an offshore surfboard blank production facility.
He dreams about different foam densities and gets around the office wearing a custom-made tail pad suit. Pauly’s business sense has kept the brand growing year-on-year since inception and he has promised Jack that at some point the crew will be able to do a sales meeting in the Mentawis.
HEAD OF DESIGN
Xavier is a designer and art show curator who has a weird skull tattoo on his lower back. His resume reads like a who’s who of surf brands, having worked across photography, illustration, graphic and industrial design for companies like TCSS, Patagonia, O’Neill, Rip Curl and Reef. He creates all of the epic designs that MODOM birth into the world and somehow finds time to co-ordinate photo shoots and catalogue production as well.
With dimpled cheeks and kind eyes, he’s the perfect person to tell our team riders that their art ideas “might need some work”. Xavier is also often seen pulling together charity gigs for folks in need, and is sometimes able to slide in a surf on a hipster board that masks his true shredding ability.