Many define Peniche as the “Mecca of surfing”. Probably because of its consistent waves and the variety of surf spots around its area. But the curious thing is that surfing has taken hold in Portugal only in the last few decades. Nuno Nico is the founder of Waterlost, a multi-crossing surf brand that incorporates a clothing shop and a surf school. Today, he is going to tell us how he successfully integrated his business in the traditional fisherman town of Peniche.
Olá Nuno! The motto of Waterlost is “A past of fishermen, a future of surfers”. Can you explain to us why?
Olá Irene and everyone who is reading! Waterlost concept is the result of a cultural direction shift that affected the past generation in my birthplace: Peniche, home of Supertubos beach, “The Portuguese Pipeline”.
To explain to you the motto, I have to talk more in deep about the story of my family – the Nico Family. My great grandfather Francisco and my grandfather João were fishermen. They both passed away in the ocean. I experienced the suffering of their loss through my father, who never had the opportunity to meet them. My dad name is also Francisco. He decided to stay away from fishing, breaking a path, a destiny that my brother and I would have been assigned indirectly. He gave me the chance to study, to be more. I did Marketing in Uni, and I do not know about fishing. However, I do have a spiritual and profound connection with the ocean, which I can express thanks to the surf. It’s the ocean element that connects us; the surf is the vehicle. Therefore, Waterlost is a storytelling and spiritual brand that aims to connect two realities: 1) The local past of the Portuguese sailor history. The name "Water-Lost" wants to commemorate the ones who lost their lives in the ocean. 2) The local destiny of the Peniche community. I believe that Waterlost can storytelling, in textile, how we switch from a past of fishermen into surfers.
How does the old generation living in Peniche judge the shift from “local sailors” to “international surfers” town?
Sometimes, it is not easy to accept a cultural change of mentality. It started many years ago with all the surf businesses that grew up in Peniche, for sure it's not something new in town. The old generation already understood at that time that this change is something to keep. The people figured out that the coastline and the beach have a massive impact on everybody’s lives right now. It created, directly and indirectly, hundreds of jobs. They see it every day.
Other than the surf school, your business consists also in a clothing shop. Who are the leading artists?
The shop only sells Waterlost items. This was a difficult but successful commitment for transforming my old surf shop into a Waterlost flagstone. The company core business is the textile, on a retail level. I am the designer, and I manage myself all the production of the items. I am lucky to live in Portugal, as our textile production and printing are really inspiring. Makes things easier! Waterlost is a "one-man show", with a lot of roadies ;)
The Waterlost Surfschool is an essential cross-selling business that connects us directly with people. There, we have the luck of teaching surfing and introducing the spiritual connection with the ocean to the people. In other words, we try to bring back the real surf culture: the respect, the humility, the knowledge and the understanding of something bigger than us: the oceans.
For Portugal, the surf-tourism is a great resource. Do you think the Government should set-up policies that encourage young Portugueses to work in the surf industry?
Let's ask a different question: How do we organize to let the Government understand the importance of surfing for us? I think we, surf businesses, should organize to the point that we are heard seriously, in a way that local institutions genuinely understand what surf is all about, and what it represents to people. Governments can only set-up policies based on proposals and numbers. And this will never connect with the reality of the sport (that is not only a sport, but it’s a resource) and the market itself.
I think that the Government could support surf businesses, but because the politicians don't understand the language of the market itself, they actually can’t help us. Finally, the key lies in how we teach ourselves to be legal, correct, profitable and ambitious. And how we manage our people to deal with this reality. We need first to teach ourselves.
Peniche area is plenty of surf businesses, and the competition is increasing year by year. How do you think Waterlost distinguishes itself from the others?
We simply differentiate with this everyday quote: “It's not what you do, its how do you do it. It's not what you say, its how you say it”. We have an emotional way to do things and to manage people. That is why we are different. We Are the People.
What are your plans for the future?
My plan is to evolve into the online market, and to test Waterlost in other shops, retailers just like me. I am sure that everybody would be impressed with how good the brand can connect with people, and consequently how amazingly it can be sold out. I have 17 years of experience in the Surf market, and I sold mainly all the surf and skate brands that exist in Portugal. By far, Waterlost is the one that surprised me the most, not because I made it, but because of the way that it touches people. It's not the textile…it’s the story. It’s the meaning. And I am humble with that every single day.
Follow Waterlost on FB: @Waterlostbrand
Interviewed by Irene Vannucci
Human rights enthusiastic, wipe-out lover, and chocolate addict, Irene is collaborating with Surfpreneurs Club as an intern to inspire you with the most exciting ventures in the surf community.
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