Inspiring Outdoor Enthusiasts
RAREFORM founder Alec Avedissian was never comfortable in a suit. After working in investment banking and renewable energy, Alec decided to walk away from a career in corporate America and clear his head on a six-month surf trip through South America with his closest buddies. The group traveled through six countries, ate local food, hiked volcanoes, and searched for the worlds longest left wave (they found it by the way, in Chicama, Peru). It was also this trip that convinced Alec that business could be done differently.
While trading off between consulting with rural businesses and surfing perfect breaks in El Salvador, Alec recognized the interconnectedness of poverty, environmental degradation, and the outdoor industry. In the impoverished village he was living, beautiful lakes and rivers were dangerously polluted, and once-pristine beaches were littered with trash. Following a tip from a friend that billboards could be upcycled and turned into bags, Alec began dreaming of creating a business that could reduce waste in the world and sustain our playground—the mountains, rivers and oceans that all outdoor enthusiasts cherish.
In 2012, Alec recruited friends and business partners Ryan Judy and Sho Rust to join him in his vision and RAREFORM was born. By intercepting billboards before they reach the landfills, RAREFORM is able to create unique, eco-friendly products for the outdoor industry. Even better, RAREFORM currently manufactures its products locally in California and has joined Patagonia in donating 1% of its sales to benefit the planet. RAREFORM approaches each day as a learning opportunity, a chance to let good run wild.
With a continued commitment to the principles that got the whole thing started—quality, sustainability, and style—RAREFORM''s best days are still ahead.