Our Story
RIDE EVERY WAVE
More than just a tagline, 'Ride Every Wave' is an ethos we live by in both the literal and metaphorical sense.
“Just like the waves we ride every day, life can be up and down. It can be messy, you can get slammed, pushed down and it can feel like everything is just too overwhelming. Noxen started as a surf brand because the ocean was always somewhere I could clear my head.”
Our journey
Like most big ideas, Noxen was spawned by an opportunity to fill a gap in the market. A personal endeavour to find a hooded towel that fits has grown into a reputable label with a cult-like following. Noxen has become the brand of choice for practical, good-looking, quality gear for everyone from pros to groms to grandparents.
2010-2011
Todd's Story
A big part of what makes Noxen the brand it is today is tied back to the experiences Todd had during his time as a police officer. After multiple confronting situations in the line of duty, he started to experience heightened anxiety after a significant firearms incident.
Between 2010 and 2011, major earthquakes that occurred in Christchurch put him on the frontline of helping victims who’d been impacted - this included those who were caught in the collapsed CTV building. The nature of these experiences left him shaken, and he experienced health scares that were, in part, the result of PTSD.
2013
Stepping back
Todd realised he needed to step back, and in 2013, retired from the police force. His mental health was still struggling, so he spoke with his doctor and began attending therapy where he started to talk openly about his traumatic experiences. The process of allowing himself to be vulnerable proved incredibly helpful. He also immersed himself back in the surfing community, which offered another means of solace.
2018
A New Beginning
He continued on his mental health journey over the years, and in 2018 he took part in the Police Association Surfing Champs. He received an L-sized hooded towel as a gift from his wife prior to attending. Despite its sizing, Todd found it was too small for his 1.8-metre, 95kg stature. This was the impetus for his research of similar products and the launch of Noxen, an online lifestyle and surf clothing business.
The start of this business also became a way for him to give back to the community. He created the tagline, ‘Ride Every Wave’, as a reminder for navigating the highs and lows of life. As part of that commitment to giving back, a percentage of each sale went to the suicide prevention hotline Lifeline, as well as other charitable causes.
