Name: Rhett Lightfoot Boyd, Jr.
Occupation: Owner of Rogue Wave Surf Shop, 69 Spring Street Charleston, SC
What I like: I like contrast: juxtaposing items of timeless style—bowties and work boots—items that are made to last and are functional for the lifestyle of the individual, favoring products made right here in the good ‘ole US-of-A.
What I hate: Hate is such a strong word...I dislike clothes that are too pretty to wear at the beach.
Style is: Style is a reflection of who you are as a person. It’s not just the clothes you wear, but the way you move through life in them. It’s in the details. I prefer mine to be understated, communicating a quiet sophistication.
Beauty is: I believe that a person’s heart and not their appearance is what makes them beautiful; beauty is defined by action, not appearance.
My style is: My style is best described as “Hemingway Goes Surfing”, inspired by the ruggedness of classic garments by Pendleton, Filson, and Barbour, worn by sportsmen and adventurers for more than 100 years, and the casual simplicity of 1960s California Surf Culture. The result is an amalgamation of timeless styles creating a fresh new look for the surf adventurer in all of us.
My Signature Item is: Custom-made surfboards and small batch surf lifestyle attire.
One trend I will never follow is: Below the knee camo board shorts... yikes!