John John and the Pyzels are working together on a new venture. Photo: VEIA
John John Florence has teamed up with the Pyzels and Dan McNamara, the CEO of Pyzel Surfboards, to start a new brand called VEIA. They’re dipping their toes into the surf accessory market, with a collection of board bags, traction pads, leashes, a few shirts and hats, and a couple of auto accessories, like rack pads and tie down straps.
John John, as you’re likely aware, recently fired up Florence Marine X, maker of an assortment of body coverings that includes puffy jackets, wetsuits, board shorts, etcetera.
The new venture just recently shipped its first batch of products to retailers. John John has long been a DaKine guy when it comes to board bags and leashes and whatnot. But part of his role at VEIA includes rigorously testing all the products. “John John is particular about the products that he uses,” Dan McNamara told Shop Eat Surf. “He tests them harder than anyone else in the harshest conditions imaginable, and he travels a ton. All of his insights and feedback really help us make quality products. If they work for him, they’ll work for anyone.”
Since Pyzel has been making John’s boards for basically his entire life, it makes sense that he’d get onboard with VEIA to make the accessories, too. Right now, they don’t have too much in the way of products, and that’s sort of by design. The first collection consists of four pads, three leashes, and five bags. “We live by the mantra ‘More isn’t better. Better is better,’,” McNamara continued, “so we are keeping things tight.”
The brand does expect to add a few more products next year, though, and will launch in the U.S., Australia, Europe and Japan to start.
