Finding Your Beach Within: The Story of WE THE BEACH
There’s a moment when the world slows down, the tide hums in rhythm, the sun drapes gold across the horizon, and everything inside you exhales. That’s the beach.
But for the founders of WE THE BEACH, that feeling wasn’t meant to live only in one place, it was meant to live in people.
“WE PLAY AT THE BEACH. WE LIVE BY THE BEACH. WE TRAVEL TO THE BEACH. WE LOVE
THE BEACH. THERE’S A LITTLE BEACH IN ALL OF US.” —JOHN MORRISON, FOUNDER
That belief became the heartbeat of a movement and the call to Be in it.
Where It All Began
Born in 1996 from the coastal energy of Toronto’s beach volleyball scene, WE THE BEACH
started as a community brand — a gathering place for those who didn’t just visit the beach but belonged there.
The founder, John Morrison, saw how the sand, sport, and sun had a way of bringing people together. The tournaments weren’t just about competition — they were about connection.
Laughter between plays, sunsets shared after long matches, and a rhythm of life that couldn’t be replicated anywhere else.
From those beginnings, the brand grew, first as local merch and event gear, then into a full lifestyle collection for anyone who carried that same love for the coast, no matter how far inland they lived.
More Than Apparel — It’s a State of Mind
WE THE BEACH isn’t just what you wear, it’s what you carry.
It’s the freedom to live unhurried.
It’s the courage to be present.
It’s the reminder that simplicity is strength.
Every hoodie, tee, and hat tells that story. Designed with intention, made for movement, and crafted to capture that easy, effortless beach energy, the collections reflect what it means to live with salt in your spirit, even on your busiest days.
From the Original Edition and Coastal Collection to youth styles and Accessories, every piece embodies the same truth: when you wear the beach, you wear a feeling.
It’s an invitation to Be in it; in life, in community, in the moment.
A Community Rooted in Purpose
Beyond products, WE THE BEACH is about people. The beach volleyball community that
started it all continues to thrive, filled with players, travelers, and families who share the same pulse.
The brand has sponsored events, hosted tournaments, and supported environmental awareness campaigns to protect the very spaces that inspired it. Because to love the beach means to care for it, and that commitment runs deep.
From promoting eco-conscious practices to encouraging mindful living, WE THE BEACH
invites its community to protect, preserve, and participate in keeping our natural playgrounds alive for generations to come.
Being part of the movement means more than wearing the logo; it means choosing to Be in it every day.
The Beach Is Wherever You Are
Even if you’re miles from the water, the message remains the same:
The beach is not a place, it’s a mindset.
It’s found in the way you start your day, the way you move through life, and the way you stay connected to what really matters.
Finding your beach within means rediscovering your calm in the chaos, your laughter in the ordinary, and your freedom in the everyday.
Whether you’re on the court, in the city, or simply chasing the sun — you are WE THE BEACH.
Join the Movement — Be in It.
It’s one thing to know it, another thing to wear it!
Explore the collections, find your rhythm, and live the lifestyle that reminds you who you are.
Shop WE THE BEACH
Follow @wethebeach for inspiration, updates, and community stories or even share your life while wearing your WE THE BEACH.
Because the beach isn’t just where we go, it’s part of who we are.
And your invitation stands: Be in it.
Written by Naomi Zee