After years chasing waves around the world as a professional surfer, Luke Stedman decided to channel his growing creative energies into Insted We Smile. Launched in 2012, the label brings to life his carefree philosophy – “all things that get me high and get me by” – with bold graphic prints and unmistakably playful colours.

This year, Stedman celebrates his father Shane’s 50 years of creating and designing surfboards in a father-and-son collaboration, with the artwork on each of Stedman Senior's boards finding inspiration from IWS’s new-season collection. The result is a one-of-a-kind mix of style, surf and independent spirit.