Published: 13:04, 30 August 2018
| Updated: 13:51, 30 August 2018
What do you get if you cross a passionate artist with a love for Board Art (the artistic designs on surfboards, skateboards and snowboards) with somebody with a passion for protecting the environment? The answer is Delicious California.
Situated on the historical steep slope of Folkestone’s Old High Street, Delicious California is more than just your run-of-the-mill trendy clothes shop.
Apart from his love for Board Art, Folkestone-born graphic designer Ewen Macaulay has an equal passion for retro graphics such as pinup art, tattoos and vintage posters.
The artwork for Delicious California is originally hand drawn and the brand is more of a feel for California as opposed to trying to bring California to Folkestone.
Thrown into the Californian mix is Ewen’s wife Susanna and her passion for an earth-friendly lifestyle.
Susanna, who regularly accompanies Ewen at various festivals across the country to promote their products, also runs the shop in the town centre and operates the online store.
“Ewen has always been in search of the ultimate fitted t-shirt with very cool, original designs printed on them,” commented Susanna.
“Whether you have been to California or not, we all have an idea what it’s like; sun drenched beaches, palm trees, surfing, cool cars, cool people and movies!”
Which brings us to another wow factor; everything in the shop is vegan clothing, meaning they are manufactured from materials that do not use any animals products.
Splicing cool California surf with environmentally conscious material has proved a big hit with customers.
“Just because it says vegan does not mean people are hippies. It’s about being aware of what is in certain products we take for granted.
“Like leather, our wristbands and bracelets are all made from wax cord instead of leather and none of our clothing uses wool.
“Our hoodies and sweatshirts, for example, are 100% recycled from plastic bottles and organic cloth while our t-shirts are also made from 100% organic cloth or sustainable bamboo.
“Everyone seems to love what we’re doing with the designs and range we are offering.”
Moving to economics, Delicious California is also doing its bit to help in the regeneration of Folkestone's seafront and harbour.
In the last five or six years, charities, foundations and the Kent County Council have joined their efforts to breathe new life into the once-thriving town through art.
Ewen and Susanna have done several pop-up shops on the Old High Street and the positive response prompted them to permanently set-up shop with some help from visionary arts charity - Creative Foundation.
“It felt like it was meant to be because it made sense to keep it local and invest our time and money in the local economy,” concluded Susanna.
“Ewen was born and bred in Folkestone and it was a good opportunity to give something back.”
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More by this authorJohn Leonidou