Today we’d like to introduce you to Teddy Borja.
Thanks for sharing your story with us Teddy. So, let’s start at the beginning and we can move on from there.
ESTERO initially started with my buddy Sam and I. We worked out of the same firehouse in Los Osos, CA and we spent a lot of days off surfing, paddling, hiking, mountain biking, and adventuring. We talked about making some adventure apparel with Central Coast vibe and donating a portion of the sales to a local non-profit organization. Graphic designer and friend Troy Nebeker, of Monster & Sea, finalized graphic design and branding. Monster & Sea gives a portion of their sales to help others so we wanted to follow suit by donating to Operation Surf. After a year or so in business, I became sole proprietor of ESTERO and added on two additional non-profit organizations to assist.
My company is small and that’s how I like it. It’s just me, but I get a lot of help from my wife and friends. My family helps by shuttling merchandise, and packaging & shipping orders. Friends help with modeling, product testing, and feedback. I have a few “Flow Operators” that really stand out in their own adventure discipline and show ESTERO in a positive light. Since ESTERO doesn’t advertise, our brand gets out there with Instagram posts and good old word of mouth.
ESTERO donates 20% of sales proceeds to the three following Central Coast charitable organizations: Operation Surf, Morro Bay National Estuary Program, and San Luis Obispo County Firefighters Benevolent Association. We also donate to Estero Bay Kindness Coalition and The C4 Foundation.
We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Some of the struggles I’ve had were mere learning points. I’m a firefighter/paramedic by career so if my merchandise happened to be on fire, I could definitely tell you how to put it out. In regards to small business, I’ve been able to network, pick a lot of brains and learn! A few valuable things I’ve learned are to provide good customer service, make good quality products, and give back whenever you can. In my book, a good word of mouth recommendation is solid.
We’d love to hear more about your business.
ESTERO is going on the fifth year of business creating small batch, ocean and adventure minded apparel. Over the past five years, I’ve been able to collaborate with many great folks, meet new friends, and make connections with our community. During that time, I’ve produced several product lines including t-shirts, racerback tanks, hoodies, hats, jackets and decals.
All apparel items have 20% of their revenue going to three non-profits that help our wounded veterans, our environment, or local firefighters. 100% of all decal sales is forwarded to the three local non-profits as well.
Additionally, ESTERO assists with donations to other non-profit agencies that help with food outreach, needs at local schools, and local families battling cancer. We recently started donating to a San Diego based non-profit that assists military families while their loved ones are deployed.
I have great pride knowing that all ESTERO revenue is used to further the mission of giving to those in need while helping preserve our environment. All orders are packaged & shipped using compostable mailer bags and boxes. ESTERO is available online and in store at Joe’s Surfboard Shop in Morro Bay, CA.
What were you like growing up?
Born in the mid-70’s, Moray Boogie Boards, banana skateboards, LEGOs, good and honest food. We watched re-runs of “Emergency!”. Music was AM690 (The Mighty 690) The Top 40 station in San Diego in the early 80’s. 91X was the goto in my teens and beyond with Reggae Makossa, Madness, Jane’s Addiction, and of course 91X Fest and Lollapalooza.
I spent my first few years in Encinitas, Del Mar, Solana Beach. My love for the water started very early. Swim lessons at Magdalena Family YMCA and daily “boogie” seshes at “Cherry Hill”. I was very fortunate to have a dad that walked us to the beach after he got home from work and got us in the water. We moved to some property in Eden Valley and the got into some skating and dirt bikes for a bit but surfing was always priority.
Bored with school for the most part. Wanted to be a firefighter since the early years. Never played an instrument but always captivated by the percussion and the bass. Anything surf, skate or BMX was rad. Worked at a surf shop in high school and that opened a lot of doors. Surfing became life but EMS and fire service followed. 9/11 happened in my first year of working as a firefighter/paramedic that solidified a lot of things.
Pricing:
- t-shirts range from $20-$26
- hats range from $22-$28
- hoodies $44
- jackets $35-60
Contact Info:
- Website: www.ESTEROsurf.com
- Phone: (805)235-9393
- Email: teddy@ESTEROsurf.com
Image Credit:
Teddy Borja
Suggest a story: SDVoyager is built on recommendations from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.
