Meet Fiona Tran | Founder & CEO @ LOCO Wetsuits

We had the good fortune of connecting with Fiona Tran and we’ve shared our conversation below.

Hi Fiona, how do you think about risk?

Risky business is always such an interesting topic because it’s not super black and white. I think risk is a gut feeling that requires you to trust yourself and your intuition to bet on yourself fully. What prompted me to work on LOCO Wetsuits full time is that I got laid off from a job that was no longer fulfilling me. I had to consider either finding another full-time job or taking a gamble on myself. I had an intuitive feeling from a young age that I wouldn’t be working for anyone past 25 years old, and as I edge towards that, I wanted to follow that gut feeling. I truly believe I was never meant to work under anyone- mainly because I don’t do well with authority and can be very headstrong.

To be frank, it was scary to take a bet on myself to go all in on my business without any proper funding or backing. I felt like I was jumping into the abyss but given how happy I was about it, it felt right. I can be a very indecisive person, but when my gut feeling tells me something, I know it’s telling me for a reason.

Risk has honestly changed the trajectory of my life and career because it’s opened up so many opportunities and every day I wake up, the world feels like my oyster. Parallel to surfing, I think risk-takers are equivalent to adrenaline junkies, so maybe that has something to do with my motivation to take a gamble.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?

I’ve always wanted to be an entrepreneur. I knew it was my fate since I was a kid, and at the age of 21, I started my first business. I started a clothing line out of my college bedroom at the peak of the pandemic in 2020, not knowing anything about running a business or how to build a clothing line from scratch. Having my own clothing line was something I’ve always wanted, but was it my dream? No.

I wanted a company that helped solve a problem, was niche, contributed to sustainability efforts, and fostered a sense of community. My clothing line, FT The Label was a great start, but it didn’t embody the goals I ultimately wanted for my company. Fast forward to 2021, I started surfing and fell head over heels in love with the sport. I grew up swimming and playing water polo in the Bay Area and always loved the ocean, so it was about time I became a full-circle waterbug!

One year later, LOCO Wetsuits was born. The surf community and friends inspired this company I made while surfing, allowing me to link the worlds of fashion and surfing, with an emphasis on sustainability efforts.

LOCO is truly a company made for surfers, by surfers. It’s a brand designed to be strong, focused, fun, and for all. When you think of wetsuits, what color do you think of? Let me guess- black! The idea for LOCO came to mind when I got frustrated finding my friends in the lineup to catch some waves together or to get out because everyone looked exactly the same. This inspired me to make bold, colorful, printed wetsuits that were hard to miss in the water. Dare I say- suits that looked a little LOCO ;). I was also frustrated that the wetsuit I had for 2 years had literally started falling apart at the seams to the point where it was no longer functional. The last thing I wanted to do was to buy another wetsuit for $300, only to anticipate it falling apart again after heavy use without a good warranty. At LOCO, I wanted to counteract all the issues I’ve personally had along with the issues other surfers experienced.

It was definitely an advantage having retail experience and being able to let it translate seamlessly into building a wetsuit company. I made sure to put myself in the consumer’s shoes and think about how I would perceive LOCO if I wasn’t the founder or closely connected to the brand. I also wanted to create a high-performance, fun wetsuit that sparked inspiration and conversation to foster a close-knit surf community. The journey has been equally just as challenging given the higher stakes and bigger financial commitment, but I haven’t regretted a single moment of it.

Currently, LOCO Wetsuits is wrapping up the prototype phase and will start production and pre-orders soon. More importantly, LOCO Wetsuits is launching a Kickstarter campaign and your support would be greatly appreciated! Please follow the link below to join the campaign to learn more about LOCO Wetsuits when it launches and to become an investor. We’ve heard it comes with great perks- potentially your own LOCO Wetsuit before it hits the market.

https://www.kickstarter.com/projects/locowetsuits/loco-wetsuits

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Welcome to SF! There are endless things to do, but here’s a snapshot of what we’re going to tackle.

Day 1
100% going surfing! Whether you’re good or not, we’re getting you on a board and you’re going to catch some waves in true LOCO fashion at Pacifica Beach.
After this, we’re going to get lunch and coffee at Soul Grind. By far one of my favorite spots to eat in the world. We’ll get the ahi tuna salad or salmon king bowl to enjoy on the patio or on the beach with an iced oat milk matcha or hot chocolate for a cold day.
If you prefer the famous beachside taco bell, I could always use a baja blast!

Day 2
Rise and shine! We’re heading for a surf session at Half Moon Bay today!
Time to enjoy some lobster rolls from Sam’s Chowder House and depending on the time of year, we’ll keep our eyes peeled for the waves breaking over at Mavericks.
After this, we’ll make some stops along highway one to take in the views. Montara and Grey Whale Cove are magnificent.

Day 3
Ok, let’s spend some time in SF. We’ll hang out at Fort Mason and check out the food trucks or craft fairs going on and play with all the dogs that hang out there.
For lunch, we’ll grab some Souvla or sushi on Chestnut Street and do some shopping around the area
For dinner, we’ll enjoy some Momonoko which is a vibey sushi spot with great drinks and vibes.

Day 4
You haven’t experienced it all until you take a legendary photo at the golden gate bridge. We’ll head over to the Marin headlands and check out the gorgeous views and go on a little hike to the lighthouse.
After this, we’ll get some lunch at Hook Fish Co and check out one of my favorite surf shops, Proof Labs.
Time to head back to SF! Let’s check out the waves at Fort Point, and if they’re not the vibe, we’ll head over to China Beach before getting tapas for dinner.

Day 5
Time to tackle those OB waves! Ok- maybe not ideal for beginners, but it’s super fun to grab a brew and a sandwich to post up and watch the waves.
After this, we’ll walk around golden gate park and you can take your pick at one of the many museums that sit there. DeYoung, Academy of Sciences, Japanese Tea Garden, you name it!

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Thank you to my friends who taught me how to be a better surfer, build my confidence, and inspired me to build LOCO. The energy that keeps this company going is dedicated to you all.

Cheers & stay stoked.

Website: https://www.locowetsuits.com/

Instagram: https://www.instagram.com/locowetsuits/

Linkedin: https://www.linkedin.com/company/locowetsuits

Facebook: https://www.facebook.com/profile.php?id=100083142862459