Astrodeck Blog


Astrodeck By Herbie Fletcher: The Originator Not The Imitator

Friday, August 27th, 2010
When the first Brazilian in the ’80s started using OUR company name, Astrodeck, Herb contacted him and tried to negotiate a deal to buy back our Astrodeck name that he had registered in Brazil. The guy was very uncooperative and did not want to sell it to us-which was very unethical-but, unfortunately, not illegal. Herb contacted a lawyer here in the states about options and he was advised that he could probably win the case but it could exhaust all company assets. Herb had a young, growing family, limited resources, and so he made the decision to move forward by creating films and products that he was proud of, hoping that he could revisit the Brazilian infringement at a later date.
Time marched on and the business had periods of expansion and contractions, with many people jumping into the traction market that Herb created through his invention of the surfboard tail pad. With many players in the market for the pad (Which, by the way, is the smallest segment of surf-related sales.) being dependent on the purchase of a new board, it was difficult to keep our small family-owned company afloat. There was much money spent with attorneys getting trademark protection in many foreign countries, but most never produced the revenue that made the expense worth while.
We had heard nothing out of Brazil for quite some time until we ran into our friend, the shaper, Pat Rawson, at the tradeshow last year and he said that he wanted us to meet a young Brazilian who had bought “Astrodeck” from the previous Brazilian who had trademarked it. Pat said that the young guy really wanted to make it right and work with us. We were thrilled! After the initial introduction, I started to correspond with him through emails as I was always the one who handled all the international business. It was almost immediately apparent that the only way to work together would be a licensing deal due to the exchange rate, import duties, etc. I called him to discuss going forward and he became extremely reluctant to put together any specifics after he said that he was making many items with the Astrodeck name on them, and I said that I felt he would rightly owe me a royalty on anything with the Astrodeck name. He then said that he would have to talk to his people at Astrodeck. That pissed me off and I tried to politely explain to him that he WAS talking to Astrodeck. That’s when he decided to hang up, and that’s the last any of us have heard from him.
That is, until he popped up on Facebook with an Astrodeck profile and account. He is now also in the process of launching a website known as Astrodeck.com.br., where he has even stolen my Astrodeck logo and insignia that was personally created by Shawn Stussy for Herbie.
My attorney said yesterday that I have a very good case. But it could cost me north of $80,000.00. And at this point, with a still-small family-owned business (practically one of the only ones still surviving in this surf industry), that kind of money could completely destroy what we’ve spent our whole lives trying to achieve.
What he’s done may be lawful…but it’s immoral, unethical, and fuckin’ stinks!!!
Best regards,
Dibi Fletcher
CEO

Greyson Fletcher Skating Coastal Carnage In Huntington Beach

Tuesday, August 10th, 2010

Here’s are a couple of little random YouTube clips that people had posted of the Coastal Carnage contest in  Huntington Beach. Check out Greyson, pretty much holding up his own against guys like Omar Hasssan, Lance Mountain, and Christian Hosoi.

Greyson was representing with the Astrodeck shirt! Yeeeeeeeeeeah Greyson!

If you can’t directly click on the link, the just copy and paste.

http://www.youtube.com/watch?v=paFtdKJnS50

http://www.youtube.com/watch?v=aeOj0HrMQms

AmeriCAN. Not AmeriCAN’T.

Wednesday, July 7th, 2010

Photos from the USMC Fox Company Graduation where Dibi Fletcher was a guest of honor and presented a plaque for the recognition of all her contributions and support through her non-profit organization Z-Ryder. She does what she can for these guys because they do everything for us. Hope you all had an epic 4th of July!

Dibi Fletcher & Z-Ryder recognized for their contributions to the USMC.

Dibi Fletcher & Z-Ryder recognized for their contributions to the USMC.

USMC Fox Company Graduation

USMC Fox Company Graduation

4th of July Sandal Sale Only At Astrodeck!

Monday, June 28th, 2010

What better way to celebrate the independence of this great nation than to spend some of those hard-earned American dollars on some sweet Astrodeck sandals? You’d be unpatriotic to go around without a pair, and if that’s the case, why don’t you just shoot down an American bald eagle with a paintball rifle and then spit in Lady Liberty’s face while you’re at it?

Order a pair of sandals and you’ll be able to purchase certain selected styles for 50% off!

GOD BLESS AMERICA!

4th of July Astrodeck Sandal Sale

4th of July Astrodeck Sandal Sale

Wave Warrior Andy Irons Teaser Clip with The D-Side

Friday, May 14th, 2010

Here’s a teaser piece of Andy Irons when he swung by Astrodeck recently to do “The D-Side” interview with Dibi. Check it out and stay tuned for more!

http://www.christianfletchersurf.com/christian-fletcher-videos/video-number-163/The%20D-Side%20Teaser%20Piece%20With%20Wave%20Warrior%20Andy%20Irons%20-%20For%20Complete%20Interview%20Check%20Back%20Later

Kyle Turley, Part Two From The D-Side

Wednesday, April 28th, 2010

http://www.youtube.com/watch?v=yrwhHV0M0mI

Part Two of Dibi Fletcher’s Q&A with former NFL New Orleans Saints offensive tackle Kyle Turley. Now touring the country with his own band and promoting his new album “Anger Management” (from Grid Iron Records), Kyle stopped by the Astrodeck Headquarters for a down-to-earth chat with Dibi for her popular interview series “The D-Side”. In this particular clip, Kyle talks about growing up as a grom and his love for surfing. And after viewing this, you can check out the rest of Kyle’s interviews with “The D-Side” at www.christianfletchersurf.com

http://www.youtube.com/watch?v=yrwhHV0M0mI

Makua Rothman Riding Jaws

Tuesday, April 27th, 2010

Astrodeck team rider Makua Rothman and Ian Walsh (sharing the last wave with Makua) riding some big ones at Jaws in Maui. Video by Joel Guy.

http://www.youtube.com/watch?v=8MsTb1DJw0A

Going Mental at the Mentawai Islands: PART 1

Tuesday, April 13th, 2010

Herbie went on a boat trip to the Mentawai Islands this past fall. It was all-time. With a crew that consisted of Nathan Fletcher, Bruce Irons, John John Florence and Danny Fuller, how could it not be?

Herbie Fletcher at the Mentawai Islands

Herbie Fletcher: Photo by Art Brewer

When Herbie came back to San Clemente, he came back in typical form: with lots of great tales of near-perfect surf and good times. He also took a bunch of photos for definitive proof of all of this. Always stoked, always amped. So Herbie.

Here Herbie takes us back to last October and how it all went down. Read it through and check out the pics while you’re at it. To say the least, Herbie and the guys were going mental at the Mentawai Islands! This is Part 1 in the series, with more to follow in upcoming blogs.

I was sitting at my desk at Astrodeck, working on some new traction pads when Nathan called me and asked if I would like to go on a boat trip that he was putting together. I hesitated for a moment because I wanted to go, but knew that something like this was going to be a big commitment. I was thinking about all those waves I had seen from photos and about being on a boat for two weeks. If the waves were going to be good, it would be such a great trip.

Nathan told me that Archy (Matt Archbold), Bruce Irons, Danny Fuller, and John John Florence were the surfers he had picked to go, with Art Brewer taking photos and Joel Guy as the videographer. Such a core group of guys. Hard to pass up.

It was a perfect time of the year for surf and the winds…well, it’s an island, you know? No matter what the wind does, somewhere it’s offshore. At work, things were slow. Business usually is during Mid-Fall. And at the islands during this same time, there are hardly any boats because the season is coming to an end. So that also means no crowds. Not that that really matters, I guess, because I always get my quota. So, keep in mind, all these things factored into my head real quick about whether or not I should go. Then when Nathan said that it would only be the six of us on that boat, I was so stoked. Just us at that break. And I couldn’t think of a better group to go with.

I mean, I’ve known these guys since they were groms. Archy, Nathan and I used to surf all the time together. California, Hawaii, Mexico, etc. Archy would come by just before sunrise and get the coffee going. It was a trip to see him now with a fat ass gun, laughing and joking. “Fuck Herb!” he’d yell. And Nathan would be right there chomping at the bit, so excited to surf with Arch, knowing that he was going to have a good day.

To watch Arch surf was the best because Archy is the man. Archy surfed fucking great. Always doing new and innovating things. His surfing has always been radical and he put himself in critical positions, and pulled it off, frontside and backside. There are only a few great surfers that push the limit every five years. Kids have always been coming up, changing and pushing the old guys, and Archy was one of those kids.

Bruce Irons is another one of those surfers who has always been gnarly. He’s been blowing minds from a young age. Bruce and Andy would come by Astrodeck first thing in the summer on their way to the NSSA Nationals at Trestles. They’d stock up on Astrodeck for the contests so they’d have more control with their boards and be able to push the limits in the air and on edge. As they grew-up, they’d stop by my house at Pipeline on the North Shore. Bruce and Andy would hang out with the best surfers of the time. This was the Wave Warriors house that I owned with Gerry Lopez. The Pipe house. We’d lock the gate to keep the posers out. To get through the gate was a big deal, and I knew that Bruce and Andy were going to be part of surf history somewhere down the line. Coming from a big surf family based out of Haina, Kauai, they just had the “It” factor, and I got to watch them develop their talent. Lucky me.

Danny Fuller also came from Kauai and surfed the North Shore ripping Pipeline. He’s so casual and smooth, with lots of style. He’s part of the current gang dominating the Pipeline line-up. He’s very versatile; from hot-dogging small waves to tow-in’s at Teahupo’o. He’s also one of the most friendly and happy-go-along guys I’ve ever known. Always smiling and laughing.

John John. The tow-headed North Shore grom. I’ve watched John John surf since he was eight-years-old and now he’s suddenly turned into “da man” at places like Pipe and Backdoor. Here he was on this trip, still only 16-years-old, but hanging with all the older guys. But the kid surfs like you can’t even imagine. He’s the future. Being raised on the North Shore among surfing’s powerful elite, and learning from them, watching them, surfing with the best of the best, has all contributed in allowing John John to take it to the next level. His surfing is what the other kids are going to try to live up to. He tows-in when big wave riders won’t even paddle out. He walks right by them and says, “See you out there!”

Matt Archbold, Danny Fuller, Nathan Fletcher, John John Florence.

Matt Archbold, Danny Fuller, Nathan Fletcher, John John Florence.

Nathan has always surfed…since he could hold on to a boogie board. I think even before he could walk! I’d play with him, float around with him in the water. He always rode the big waves. In Hawaii, I would have to pull him up from under water by his leash. Nathan is a true daredevil. From motorcycles to snowboarding to skateboarding to big wave surfing. He’s a master of it all and with respect. When he was younger, Nathan always had to keep up with Christian and the other older guys, and so that would just push him. And then some. Everyone has always loved Nathan because of his talent and his mellow vibe. He just does what he does, hanging out and loving it. Surfing, traveling, making movies, doing magazine articles, designing and shaping surfboards, painting, taking photos, etc. He’s a real artist-in-motion.

Art Brewer. I’ve known Art since I was seventeen. He’s always had a camera around his neck. I really got to know him when he and Spider Wells moved in next door to me in ‘69 at Pipeline. It’s been a long road. He’s been on the cutting edge of surf photography for over forty years and still has the stoke to go on surf trips. He’s paid his dues and got his rewards. Art taught me how to work a manual camera back in the mid-seventies, and he’s still teaching me.

So this was our little group. No tourists allowed. This was a trip that only Nathan could put together. No maggazine or clothing company could come up with something like this, with these group of guys. From 16 to 60. And what an adventure it was.

It began when we flew into Singapore and found out that there had been an earthquake in Padang. Padang is where the rest of us were to meet up with Bruce and John John at the boat. There was no chance of us getting a flight into Padang after the quake. So we hung in Singapore for awhile, some of us just prowling through the city of lights, some of just trying to get some rest while we had to wait around.

Finally, after about two days, we were able to head for Padang, where we met up immediately with Bruce and John John at the boat. And right off the bat, we went to Lance’s Right for sunrise services. It was head high and overhead for a few days. The goofy-footers wanted to go to Macaronis.

Herbie Fletcher going mental at the Mentawai's!

Herbie Fletcher going mental at the Mentawai

Check out our blog on Part 2 as the journey continues…

Speed Racer Herbie

Monday, April 12th, 2010

Check this out. Some surf stores up in San Francisco ran out of all their Astrodeck Traction pads, Wave Warriors t-shirts, Christian Fletcher t-shirts and Christian Fletcher Reefers sandals. Herbie, ever the consumate professional, didn’t want those guys to wait around forever in getting their new shipment so he raced on up there to deliver the goods. Needless to say, Herbie ran past a red light. But could you blame the guy? When people want their Astrodeck and Christian Fletcher swag, they want it NOW!!! Order your stuff today at www.astrodeck.com or www.christianfletchersurf.com

Speed racer Herbie Fletcher driving past a red light.

Speed racer Herbie Fletcher driving past a red light.

The D-Side with Kyle Turley, Part 1 in a Series

Monday, April 12th, 2010

PART 1 of our series interview with ex-NFL New Orleans Saints offensive tackle Kyle Turley. While on tour with Hank 3, Kyle stopped by the Astrodeck headquarters and did an interview with Dibi Fletcher. Yeah, Christian’s mom. This interview, among many others yet to come, will be featured on www.christianfletchersurf.com and will be called “The D-Side”. Man, there’s just too much talent stuffed into one person. Not only was Kyle a professional football player, but he’s also a gifted musician, (Check out Kyle’s own record site www.gridironrecords.com) and surfer.

Ladies and gentleman, check it out: Kyle Effing Turley!

http://www.youtube.com/watch?v=G3zRt5htWrA

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