We are the creative masters or our environment.  We use mountains, oceans and cities to paint our canvass of creativity.  This is what we all have in common as snowboarders, skateboarders, and surfers.  We utilize our surroundings and defy the laws of physics. This is what connects and grounds us all. 

There are many reasons for doing these activities, but the real true reason is simply for the passion and expression of each one’s individuality.  Without this outlet, we would be nothing but another member of the herd in the every day “Rat Race”.

In today’s hectic society, we are held prisoner to the laws and rules created by those in so-called power.  We are treated like clones and sent through a system of illusions and false beliefs. From day one, we are told how to act and what to believe in these establishments that are set up for us.  We don’t need to learn, we need to unlearn what these systems and society has programmed us to believe.  We need not to learn, but to awaken from the deep sleep and remember our roots and what we are really capable of.  When we awaken, we cease thinking and start knowing.  We start following our hearts, and intuitions. We stop giving our power away to these systems.  This spontaneous behavior is the essence of our true being.  It is the all-knowing infinite oneness of our nature that the system seeks to suppress. 

This has been the philosophy of “I AM” from the very beginning.  Taking back your power as an individual and creative being.

“I AM” is a simple statement that encourages us to be free from the herd and join the movement of self-expression.  Calling us out to stay true to our roots of heart and creativity.  The I AM family is against the traditional systems that try to define us as something we’re not, and the institutions that extract our freedom of expression.  This enlightening energy is spreading worldwide through Clothing, Art, and a family of talented riders.

"Be who you are and say what you feel, because those who mind don't matter and those who matter don't mind." ~Dr. Seuss