“Why are wetsuits black and snowboard jackets a piece of art?” is the question that Marc Bohmann asked himself before creating BlackGoat wetsuits.
With an appealing design and innovative features, the founder is receiving so far great feedback by the Australian surfing community. Especially because Marc’s wetsuits are made with limestone neoprene, an impermeable material that is well-known for being eco-sustainable.
Let’s meet with Marc to understand his brand philosophy better!
Hey Marc! First of all, why your brand animal is the goat? Is there any reference to Kelly Slater?
My pleasure! That’s probably the first question I get asked about the company.
The name was chosen for several reasons. Obviously, the acronym GOAT — that stands for Greatest Of All Time — and that definite status of Kelly Slater, was one of the reasons.
Also, I personally believe goats are great animals, and I am a supporter of sanctuary for disabled goats (Goats of Anarchy). These two reasons and the fact that goats have a great sense of balance were enough to settle with BlackGoat.
The term "black" was added as a sarcastic contrast given my idea came because most other wetsuits are all black.
How your product is sustainable?
It is important to me that surfers know what their products are made of. Normal neoprene is oil-based while BlackGoat uses limestone neoprene. That’s often also called Geoprene. Limestone exists in abundance, and of course, I am aware that other brands offer this material. However, we make sure that the colours we use and the manufacturing facilities have high, and most importantly certified, production standards.
In addition, the manufacturer produces the wetsuits ethically, which means no child labour, fair compensation and no weekend work etc. (Which I learned first hand from my planned trip to China last year, when I wanted to visit them on a Sunday).
Limestone neoprene has several advantages over normal neoprene because it is almost completely watering impermeable and therefore, does not soak up like a sponge. The result is a wetsuit that is warmer, lighter and dries very fast. Finally, we added a super-stretch fabric that makes getting in and out of the wetsuit easier.
The design is really colourful and captivating. Who did help you to design it?
Basically, I started it by myself, learned how to use Adobe Illustrator, talked to manufacturers and created a few (cringey) first samples.
Later on, I worked with my friend Sascha who had more design experience. The outcome so far is hand-drawn and digitized patterns that are aligned to the wetsuits. Currently, we are producing a few more minimalist wetsuits to save on dye but keep the distinct pattern designs.
Last year, I ordered a set of just two samples, which convinced me of the Limestone quality and printing detail. I hope that I can work with more designers in the future. I believe the idea of getting as much input into designs for a product that so far was mostly black will attract a variety of great people and collaboration.
What does make you different comparing to other wetsuit brands?
The main difference to the big brands will be the design. That was my initial motivator because I got fed up with the usual black wetsuit.
From my experience snowboarding, skating, and doing other comparable sports, surfing is the only sport without patterns and more distinct designs (e.g. snowboard jackets). The wetsuits also have the latest no-zipper designs, a key pocket and taped seams inside to prevent flushing.
Then, all products are made from high-quality limestone and are produced ethically. Limestone-based neoprene is not yet as widely accepted as it should be - given the great attributes. I believe that BlackGoat can contribute here, and surfers will love it.
I can’t comment on competitors' production facilities. Finally, BlackGoat Wetsuits are priced according to a business that sells online only. Prices will be lower than the big brands because I don’t have retail costs - that’s especially interesting for Australian surfers because wetsuits seem more expensive here than anywhere in the world.
You are going to put your product on the market soon. Excited? What marketing approach will you use for getting your first customers?
The initial start was planned for early 2020. Now, here we face a problem: The Coronavirus led to production and export bans.
The manufacturing site is closed down for precautionary reasons. My contact overseas can’t estimate a shipping date yet. The order included a bigger number of samples in all sizes and designs which I want to use for photos and videos.
That is the biggest problem at the moment. However, I hope to see the first wetsuits in Bondi Beach by mid-year. Currently, I am working on this myself and want to raise funds by getting on a co-founder and/or launch a Kickstarter campaign with awesome photo and video footage.
With these initial sales, I plan to build brand awareness nationally and internationally. I am very very excited about the launch, and the feedback I got from initial calls of feedback was overwhelmingly positive - I love it!
What other surf business(es) inspire you and why?
A lot of (surf) brands such as Hurley and Rip Curl have this dream attached: some people want to live the surfing lifestyle and are passionate about surfing and the beach (although Rip Curl just got sold). The quality of the products i great, and they look good - however - they did not evolve, and I can’t see it coming.
The inspiration grew out of love for surfing and the lifestyle but the strong motivation to bring forward surfwear into the direction the world goes: eco-friendly and sustainable. Of course, I always love to scroll Surfprenuers and see the passionate work outputs such as Organic Dynamic Boards or Green Stuff Surfboard Wax.
Follow BlackGoat on IG: @blackgoatwetsuits
Interviewed by Irene Vannucci
Human rights enthusiastic, wipe-out lover, and chocolate addict, Irene is collaborating with Surfpreneurs Club as an intern to inspire you with the most exciting ventures in the surf community.
Interviews with surf entrepreneurs
