Lamb of God frontman Randy Blythe and former Coal Chamber/current DevilDriver singer Dez Fafara have been friends for more than 10 years, and one of the things that binds them is their shared passion for surfing. After several epic sessions spent riding the waves together, Fafara and his family invited the LOG vocalist in 2018 to become a partner in their business, Suncult, a surf apparel and lifestyle brand.
That invitation has resulted in today’s official relaunch of Suncult as a partnership of the Fafaras and Blythe. In celebration, they’re offering fans a special discount code that will offer 10 percent off of purchases from the site. Enter the code “SunCultFam” at checkout, or visit the link suncult.com/discount/suncultfam directly to order and the discount will automatically be added to your cart at checkout.
“Watching the relaunching of the Suncult brand has been absolutely fulfilling in so many ways for myself and the Fafara family,” Dez commented. “We’ve brought in Randy, who from day one was a supporter and understood what we were trying to do with the brand, and has become family himself as he actually has a room here at the Fafara house!
“We have truly upped the game with new designs as well as kept the aesthetic of the brand for the outcasts, the outsiders, and those who are on the fringes of society, much like ourselves. We are equal parts skate and surf, and are dedicated to the metal/punk rock music lifestyle we live daily — on tour, in the water surfing, or hitting the asphalt on boards!
“We will be doing beach clean ups to give back to the community, as well as a few pop up shops to give buyers the chance to get in on Suncult. I’m very much looking forward to seeing where Suncult takes us in 2019 and beyond as we enter into discussions with stores and buyers that are reaching out to carry the brand! Thank you for the continued support — here’s to good times ahead!”
Blythe added, “When Dez asked me if I wanted to become a partner in his family’s brand, Suncult, my answer was simple: ‘I kinda thought I already was.’ Suncult started as a surf-centric brand, and while surfing is one of the core elements of what we do (and always will be, since we surf Suncult boards together all the time), we wanted to expand it to encompass different aspects of our lifestyle that other people outside of surfing identify with. That means including the darker aesthetics of the metal and punk music we listen to, the classic horror films we watch, and the urban aggression of a skateboard or bike ride through the cities we spend so much time in on tour. Suncult isn’t for the ‘beautiful people,’ the Gidget-Beach-Blanket-Bingo set; it’s for the freaks, misfits, and weirdos who are already on a permanent aggro-vacation with Dracula.
“Personally, in a creative capacity, it’s been gratifying for me to see a few concepts I helped sketch out turn into new designs (including one I’ve had as an idea for a tattoo for 20 years — so cool to see it on a shirt). I really enjoy bouncing ideas around with Dez and crew, then watching our artist bring them to life. I’m looking forward to doing some pop-ups, sponsoring beach cleanups, and meeting the people who ‘get’ what it is we are doing as the brand grows. We’ll know you when we see you …”