Our Story
The Founder
East Waves was founded in 2020 by Tomas Gesumaria in Point Pleasant, New Jersey.
What began as a surf photography passion project quickly grew into something more. After building a strong online following through capturing waves and Jersey Shore culture, Tomas saw an opportunity to turn that creative energy into something tangible.
At the start of 2020, Covid-19 slowed the world down and uncertainty set in, Tomas made a decision that would shape the future of the brand. He stepped away from his full-time job as a valet at Jenkinson’s in Point Pleasant and shifted his focus entirely toward building East Waves.
Armed with a screen printer, a stack of blank tees, and space in his mom’s garage, production began.
While many were waiting for clarity during that period, Tomas doubled down. Instead of pulling back, he reinvested everything he had — including unemployment money — back into the business. His mindset at the time was simple: living at home meant low overhead, which meant every dollar could go back into building something long term.
Early mornings turned into late nights. Test prints, mistakes, reworks, and constant learning became part of the routine. It wasn’t glamorous, and it certainly wasn’t easy. There were moments of doubt, and plenty of raised eyebrows from family wondering if it would actually work.
But the mission was clear from day one:
Create premium, sustainable apparel that didn’t feel overdesigned or disposable. Clean. Minimal. Timeless. Pieces worth wearing again and again.
East Waves wasn’t built to chase trends. It was built to fill a gap — apparel that felt elevated but rooted in real surf culture.
The Brand
From the beginning, East Waves was about more than graphics on garments.
With deep roots in the Jersey Shore surf community, the brand was created to reflect the energy of the coastline — not in a loud or cliché way, but in a way that felt authentic. The ocean gives endlessly, and that belief shaped the foundation of the company. Sustainability wasn’t an afterthought; it was part of the direction from the start.
What began as a one-person operation in a garage steadily evolved into a family-owned business grounded in community. The same audience that once followed along for surf photography began supporting the apparel itself — drawn to the quality, the simplicity, and the purpose behind it.
The road forward hasn’t been without challenges. Growth required risk, discipline, and an unreasonable amount of persistence. But through consistency and a clear vision, East Waves expanded beyond a garage project into a recognized surf apparel brand carried in retailers and worn across the country.
Despite that growth, the mindset remains unchanged:
Focus on quality. Stay intentional. Keep it clean. Keep it real.
East Waves continues to be built the same way it started — with grit, belief, and a deep respect for the culture that inspired it.
