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Innate Dog Tags

Innate Dog Tags

Regular price $12.00 USD

Regular price Sale price $12.00 USD

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Aluminum, laser engraved.

Comes with 27” chain

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Innate Dog Tags

Testimonials:

“Good Stuff!” -Franklin Shiraki (CFO Firewire surfboards)

“I like it! Best of luck, I hope it works out!”
- Corey Lopez

F-yeah brotha. Keep at it!!!  - Yain’t Local

Everyone secretly admires what you’re doing. They’ve lost touch with who they are. You’re what they use to be.
- Fox Racing (2009 EXPO)

First official clothing sponsor of UFC’s world champion, Frankie Edgar.

Supported by Manny Vargas (Professional, “No friends” bodyboarder)

Innate commercial 1

Innate commercial 2

Inspirations:

Zoo York, Volcom, Lost, Nike, Apple, Psycho Bunny, Chaos Comics, David Choe, The Beatles, Hurley, Rick Rubin, Gravity Skateboards, DaKine, No Fear, Dogtown Skateboards.

Story of Innate:

The origins of Innate started in Toms River New Jersey. The year was 2000, when Anthony Mendez (owner) came upon the name. He was sitting in Mrs. Phillips high school class when he first learned the meaning of innate. Anthony quickly brought the name back to his surfing buddies Danny Chorbak, Justin Curtis, Eddie Lloyd, and Brad Zoppi as a team concept. The name made its first appearance in the Volcom Jellyfish surf contest at Casino Pier in 2000.

Anthony had ambitiously printed up some stickers and sponsored himself in that contest. Anthony placed first in his first heat, automatically qualifying him for the final. Out of five surfers (in the final), Anthony placed fourth. He was quite pleased with the outcome, considering he was up against some local legends!

Innate was stagnant up until 2009 when Anthony received an inheritance following his father Tony’s sudden passing. Tony was his son’s earliest influence to disregard any dogmatic approach to business and life.

With a little money now in his pocket, Anthony joined forces with his work mate John Ipock to officially launch the brand. Together, they created the logo you see today and shook up the industry for a few years. With a very in your face marketing approach, Innate became well known (loved and hated by some) up and down the Jersey Shore and even N.Y.C. This marketing campaign generated substantial sales and led to Innate being showcased in some major retailers at the time.

We should mention: their logo is very powerful, in that, every letter of the word Innate encompasses the emblem. Anthony (inspired by Steve Job’s simplistic design approach) says the logo satisfies his obsession for perfection! This speaks volumes, considering Anthony (most often) is his own biggest critic.

“I think it’s as good as any logo out there! It holds up with the likes of Nike and Apple.”

-Anthony Mendez

Anthony has never been fond of the politics surrounding the industry. He was never afraid to voice his opinion that the surfers and skateboarders should be more respected by the shop owners and the industry as a whole.

Innate fell to the wayside as Anthony slowly let his dream slip away working dead end jobs for over a decade. It wasn’t until mid-2024 that Innate found him once again. Just like Willy Wonka turning on the factory after years of a hiatus, Innate started printing shirts again! There are some new additions to the logo, and the first ever mascot was recently created for this beloved brand “Ripper Wolf”!

Ripper Wolf seemed to be a natural progression for Innate. At 40 years old Anthony admits he can no longer be the face of any progressive company. Ripper Wolf solves that conundrum. As a friendly yet edgy character, (who obviously Surfs and Skateboards well) Ripper wolf is a metaphor. This likable character depicts a surfer/ skater who has never gotten the respect he deserved. Yes, he rips; yes, he’s a bit aggro, but he hasn’t given up on his dreams. Let’s not forget, he is also Innate’s number one team rider!

These days, Anthony is teaching his 10-year-old daughter (Layla Rae) everything about the business. Layla has taken up skateboarding and surfing just like her father. It is yet to be seen if Layla will continue on a path within the industry. Either way, the future looks bright for the young entrepreneur!

Innate greatly appreciates you taking the time to learn about them. Share their story and spread the word! Together, we can change the Industry for the better, one shirt at a time!

Mission statement:

Innate will revolutionize the surf and skate industry, and disrupt the dogmatic copycat brands! We plan on doing so by continuously recalibrating our risqué marketing/ unique product development, along with the inflow of capital growth. Moreover, there is an opportunity to influence surf/skate shops to carry more localized brands. Such actions will inspire monopoly companies to lower their margins, making way for more blue collar names. We are going to focus the entire industry back to its grassroots talent (the riders), and the artists whom create underground brands. In doing so, Innate will become the standard within the industry, and inspire shops to support their local communities! In the future, retailers (that want to do business with Innate) will be required to carry one local brand as part of their contract with us. Innate will act as resource to assist shops in finding such local talent (if needed). In addition, we offer simplified ordering to retail stores, just to scratch the surface.

Innate is working with in-house engineers, to bring you unique products!

Innate is (both) the missionary and the mercenary. We love our customers, however, we will not hold back our stance to please the industry!

“NEVER ABANDON YOUR DREAMS.”

-INNATE

Contact us: 321-290-0211

(Currently printing out of Satellite Beach, Florida) Ðogecoin payments coming soon!

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