Today we’d like to introduce you to Alec Walsh.
Hi Alec, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Soul Session was born somewhat serendipitously in November of 2020. I was working as a full-time freelance videographer and with the pandemic starting to pick up speed, shoots just weren’t really happening. I had to get creative to keep myself busy. I began focusing more on artwork, design and animation so that I could still be producing content remotely. The art and design side of things has always been something I’ve been interested in but I never expected to be able to make a career out of.
As I was searching for more ways to market myself, I came across an art contest hosted by a popular Laguna Beach surf brand. I entered, more for fun than anything else, and was actually shocked to find out that my design was chosen as one of a few winners. It was printed on a shirt and within a week was almost completely sold out. That moment really blew me away, I was thinking, “wow people actually really liked artwork I created, enough to buy it and even to wear it!” That’s when I thought that if my artwork was selling and there was interest, I may as well be the one profiting from it!
I was lucky enough to have lots of support to get going. I got great advice and a startup investment from my uncle, a lifelong surfer with lots of business experience and a fan of my work. I also got plenty of help from my girlfriend who works in sustainability for the City of Encinitas to create eco-conscious products and practices. That combined with lots of late nights and hard work are what allowed Soul Session to come into being.
From the start, I wanted to create an unpretentious, eco-conscious brand to market my artwork that also allowed me to give back to the community.
I’ve been lucky to work with partners such as Surfrider Foundation San Diego and Paddle For Peace and am always on the lookout for another good cause to support that helps make our coastal community a greener, more equitable, and happier place.
As Soul Session’s one year anniversary gets closer, it’s so exciting to see how this idea came to life, grew, and continues to take shape.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It’s definitely been hard work. Getting this started as a one-human operation can definitely be a lot at times. I’m still working as a freelance DP (director of photography), video editor, and illustrator/graphic designer. So juggling two businesses has kept me busy.
The main struggle is finding a balance for my creative energy. Creative projects take more than just hours of work, you also need inspiration. I think that with creative work, the final product really mirrors the attitude that went into making it. Time management and knowing when to step away to recharge are both things I’ve had to work on. Knowing what projects to work on and when based on how I’m feeling is a skill I’m trying to improve upon.
Thanks – so what else should our readers know about Soul Session?
I wanted to start a genuine, unpretentious surf brand celebrating the experiences and moments that bring us joy. It’s a way to connect with like-minded people and organizations and encourage positivity in and out of the water. Our designs feature only original artwork that inspires stoke for life. From the start, we also wanted Soul Session to be a way for us to give back and take an active role in making our community and the world a better, happier place.
Soul Session offers a variety of products, but what they all have in common is premium quality, an accessible price point, environmentally conscious materials, and a minimum of 3% of all sales donated to local charitable organizations. A lot of eco-conscious apparel is marked up ridiculously high.
That’s not a great way to encourage people to buy more responsibly. Everything sold at Soul Session has impact, quality, and affordability in mind. All our products are printed and embroidered locally, made by hand, or thoughtfully sourced.
Soul Session has its roots in surfing, but there’s plenty of room to grow. A Soul Session comes in many forms. They’re the moments that rejuvenate us and leave us wanting more. Enjoyed alone or shared with friends. Found everywhere. Often described as a “flow state.” Whether it’s surfing, painting, playing music or just enjoying a hot cup of coffee. We define a soul session as any experience where we feel truly alive, however, it is how we get there.
Whatever gets you stoked.
What I think really sets Soul Session apart is the attitude and intention behind it. When we say something we mean it. If I’m going to market Soul Session as a sustainable apparel brand, I want to really make sure I’m doing everything I can to meet that goal. Not for marketing purposes, but because of actual values that I hold and that I want my business to hold. All of our shirts are 100% organic cotton, fair trade sourced, and printed locally here in San Diego. We also layout our entire supply chain on our website to be as transparent as possible.
I’m really proud that I’ve had the opportunity to work with amazing organizations like Surfrider Foundation San Diego and Paddle for Peace in my first year in business. It’s been amazing getting to collaborate with them on artwork and events like Paddle For Peace’s Juneteenth celebration at La Jolla Shores and Surfrider’s Annual Paddle for Clean Water at the Ocean Beach Pier. I’ve been able to raise hundreds of dollars for them so far through Soul Session, and hope I will be able to increase my contribution as Soul Session grows.
What are your plans for the future?
It’s been a hectic first year and everything is moving so quickly. I’m honestly just excited to see where this takes me.
I have plans to start introducing more film projects, highlighting inspiring local artists, musicians, makers, surfers, anyone that truly loves what they do. I’d love to highlight our relationship with our passions like surfing instead of simply focusing on performance or the activity itself. I think that’s something really at the core of Soul Session, is focusing on the feeling and spreading the “stoke.”
I would also like to start planning more events like beach cleanups, pop-ups, live music, creative demos, and more to really engage with people and build a community!
Soul Session also works primarily in small, limited edition design batches. I love keeping things fresh and moving. Working in these limited runs allows me to experiment with different colors and styles while always keeping the inspiration flowing. We’ll be releasing a new line of artwork and apparel before the holidays, so stay tuned!
Contact Info:
- Email: soulsessionco@gmail.com
- Website: soulsessionco.com
- Instagram: @soulsessionco
- Youtube: https://www.youtube.com/channel/UCjfQOuSbZM8b9-gCTSTbvAA0
Image Credits
Brian Good
Adrienne Trematerra
Alec Walsh
Jillian Queri
