THE SOCAL FACE

Prologue

In 2025, up north, people were optimizing their routines,
building startups, chasing funding, and quietly burning out.

And by “up north,” we don’t just mean Silicon Valley —
we mean Tokyo, too.

A city where nonstop work is glorified,
and doing nothing feels like falling behind.
In the middle of that, we were… hitting snooze.

THE SOCAL FACE was born as a quiet counter-movement.
A southern face in a northern mindset world.
Our philosophy:
Do Less. Chill More.

It all started in Tokyo’s office jungle,
with a small question:
“Why are we always working?”

From that moment came the first chill tee —
soft rebellion, worn on the chest,
with our sleepy-but-principled sidekick: SOCALMON.

We don’t climb peaks.
We lounge on hills — near the beach.

Chilling isn’t failure.
It’s intention. Boundaries. Peace.

We may not know the laws of the cosmos,
but we know this:
Beer tastes better on sunny days.

For the next generation, we hope to pass down this message:
Say no when you need to.
Rest without guilt.
And if you’re gonna chill — do it in style.

Never stop chilling.
That’s the mission.