DIY: Start A Brand: Epokhe

posted by / Magazine / July 24, 2012

It was a bright day, and Dion Agius walked into a surf shop to look for a comfortable pair of sunglasses. The scene was a lot like Goldilocks and the Three Bears. The first ones were too tight, the second ones too loose, the third…just kinda tilted funny. But unlike Goldilocks, Dion could not find a pair that he preferred, so he, Kai Neville and Mitch Coleborn set out to make the perfect pair themselves. The journey required the key elements of creating a company — transforming an idea into an actual thing, gumption, get-off-your-assness and an unpronounceable name they claim has no meaning. But I did my research. Epokhe (pronounced ee-pock-ee) is Greek for “suspension.” And Wikipedia never lies. —Beau Flemister

Epokhe
Dion Agius, Mitch Coleborn. Kai Neville. Photo: Sherman

DION: We were throwing around the idea of starting our own company when we were working on Modern Collective. But we f–ked around for so long and procrastinated until we met these guys who were like, “You guys are idiots — if you want to do it, do it now. Stop talking about it.” [Laughs]
The most important step is to get something physical, like a sample of the product you want. Go out and get it made. Once you get it, and it’s real, you have so much more inspiration than you would with just a bunch of drawings. It makes you want to go out and do it because you’ve actually created something.
The name doesn’t mean anything; it was more just a visual decision. We probably went through 400 different names, and you could go on forever, so we just went with Epokhe.
We want it to be more than a brand, something kids look up to and maybe follow. I think that if we can show how we’re building Epokhe along the way, it will be a cool opportunity for kids to watch a brand grow. Hopefully we can inspire people to go out and do something similar.

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