FA24 NEWSLETTER by brixtonHQ

PUBLIC SERVICE ANNOUNCEMENT

RYAN TOWNLEY

Team,

I’ve been here over 5 months now and the time has flown by. First of all, I’d like to thank all of you for your Brixton hospitality and trust. I hope you’ve had a nice Summer and despite the business challenges we face each day, you’ve carved out some time for friends, family, vacation or staycation. I’m not sure exactly what you’d like to hear in a newsletter but I’ll pass along a few observations and thoughts:

+ One of the nice things about a company this size is that it feels like family and I can get to know the team. I’ve just completed 1:1’s at the HQ and I can’t believe what a talented, dedicated and diverse team we have. No question it’s a competitive advantage for Brixton. I haven’t been able to get to know the teams outside of the US yet but from the interaction thus far I get a sense that it’s the same Internationally.

-We have so many heroic efforts happening every day. I know everyone is trying to balance landing the month or quarter while trying to build for the future whether it’s systems, sales, purchases, product or marketing. Unfortunately, we have to do it all right now so I appreciate your hard work balancing your time between delivering 2024 and building a better 2025 and beyond. And this “hero status” equally applies to our International teams who contribute each day long distance. Thank you!!!

— One of the nice things about a company this size is that it feels like family and I can get to know the team. I’ve just completed 1:1’s at the HQ and I can’t believe what a talented, dedicated and diverse team we have. No question it’s a competitive advantage for Brixton. I haven’t been able to get to know the teams outside of the US yet but from the interaction thus far I get a sense that it’s the same Internationally.

— We have so many heroic efforts happening every day. I know everyone is trying to balance landing the month or quarter while trying to build for the future whether it’s systems, sales, purchases, product or marketing. Unfortunately, we have to do it all right now so I appreciate your hard work balancing your time between delivering 2024 and building a better 2025 and beyond. And this “hero status” equally applies to our International teams who contribute each day long distance. Thank you!!!

-I’m encouraged by our initial sales for Spring ‘25. It should be the first growth we’ve experienced in a long time. And we’ve kicked off Spring/ Summer ‘26 which should be the season we’re all aligned to put our foot on the gas. Definitely great things to come as we build momentum with our fans and customers. The marketplace is still in chaos, many non-legacy brands are fighting for floor space and attention, so our new and improved products, marketing and relationships are well timed. -I want to make a special call out to our finance team for on-

— I’m encouraged by our initial sales for Spring ‘25. It should be the first growth we’ve experienced in a long time. And we’ve kicked off Spring/Summer ‘26 which should be the season we’re all aligned to put our foot on the gas. Definitely great things to come as we build momentum with our fans and customers. The marketplace is still in chaos, many non-legacy brands are fighting for floor space and attention, so our new and improved products, marketing and relationships are well timed.

— I want to make a special call out to our finance team for on-boarding new leadership while handling the pressure of collections, payments, managing cash flow and closing each month. They are the first ones in the building and last ones out each day. Your commitment is energizing for us all.

— Our marketing team launched an attention grabbing Fall ‘24 marketing campaign along with the 50 weight movie. Both efforts capture, shout and elevate Brixton. They are on-brand and feel “modern vintage”. Not an easy thing to achieve. -Kids are going back to school. Brixton is finally back at Surf Expo. Our sales teams are out selling at-once, additional Spring ‘25, Summer ‘25 and liquidating excess inventory. And we now begin our final quarter to close our 2024.

Let’s finish the year strong to give ourselves plenty of reasons to celebrate in December,

- Seth

A young Seth, (around 3rd or 4th grade) on show and tell day.

PRODUCT TEAM SPOTLIGHT

Ever wonder what a day in the life involves for a member of the Product Team? Accountable for the execution of Design’s vision, the product team is responsible for the overall quality, construction and fit of all Brixton products from concept through commercialization. Crucial to the success of the business, the product team works closely with Brixton Vendor partners ensuring company gross profit margin standards are met and GTM calendar deadlines are hit. They are expert jugglers, magicians, relay race runners, detectives, problem-solvers and time travelers!

" What makes the Product Team so special is our passion for making great product and our diverse backgrounds and skill sets which complement each other to make the team stronger. We all take great pride in what we do and the contribution we make here at Brixton!”

-VP of Product Development Faye Rodriguez

PRODUCT TEAM SPOTLIGHT

MICHELLE

· Where I am from: - I’m from Costa Mesa, Orange County.

· Why I love San Diego: The weather and how diverse it is in Southern California.

· How I contribute to Brixton: I’m the Director of Technical Design.

· My favorite Brixton Product: My favorite Brixton Products are anything in the Women’s Carefree product line. I love the hand feel and how comfortable they are.

· Did you know? I’m passionate about learning. I enjoy enrolling in classes at local community colleges to explore various subjects and love to do research.

FAYE

· Where I am from: I was born in North Carolina (military brat) but grew up in San Diego.

· Why I love San Diego: The diversity, weather and people! Oceanside in particular has a strong sense of community and loves to support small businesses.

· How I contribute to Brixton: I bring in baked goods? Seriously though, I am proud to lead the best product development team in the business.

· My favorite Brixton Product: That’s a tough one! I’m proud of the product we make and that is directly attributed to the amazing team we have. If I had to choose, probably the women’s carefree styles.

· Did you know? I am married with 3 kids. I love to travel, bake and read. My side hustle is Faye’s Desserts @fayesdesserts on IG (follow me!). I was featured in San Diego Magazine’s Best Desserts issue so don’t challenge me to a baking competition . I lived in Spain for 4 years which was the best time of my life! Would love to retire there or in Portugal.

SHEILA

· Where I am from: I grew up in San Bernardino, CA

· Why I love San Diego: – I love to be near the ocean and San Diego/Oceanside have plenty of outside activities. But it is nice to still close to mountains and desert to visit. And the air is cleaner than it was in San Bernardino.

· How I contribute to Brixton: I develop most of the mens product. In development I work with Design and Merch and the factory to build the styles, meet the cost/margin requirements along with quality and design specifications.

· My favorite Brixton Product: - I like the flannels and jackets

· Did you know? – I am married with a 15 year old son that keeps me busy as his “Uber” driver. I like to camp, hike, go to my son’s soccer games, go to the beach, hangout with family and friends and some TV binge watching. I like to travel and explore new areas. I have been working in apparel development/production for majority of my career and enjoy my part of the “creation” process.

PRODUCT TEAM SPOTLIGHT

KEITH

· Where I am from: San Clemente, CA

· Why I love San Diego: Because there are very few days a year that are not surfable.

· How I contribute to Brixton: I’m the Senior Product Manager covering all headwear development, working with our factories and design/merch teams to bring the dreamiest headwear designs to life…for the best price.

· My favorite Brixton Product: Headwear: Dunes WTHR GUARD Safari Hat (coming SP25), Swindle Fedora, and most any 5-panel unstructured medium profile snapbacks.

· Apparel: Bowery Heavyweight, Charter Wovens, Worn Wash tees, and Builders 5-pocket stretch pants.

· Did you know? Most importantly, I’m a new girl Dad. My wife and I welcomed our first born, Margot Holliday Thornton, on May 21st. I love being in or on the water, the Eastern Sierras, and good street tacos (they hit different in Mexico). I hate losing, spelling and grammar errors, and incorrect/late samples!

MARIO

• Where I am from: born and raised in Oceanside California

• Why I love San Diego: – I love Oceanside because its all I’ve ever known. It has always been and will always be my home. We have the beach, and (usually) great weather, can’t ask for much more.

• How I contribute to Brixton: I am the Sample Coordinator. This entails working with all of our vendors to determine sample quantities for our global team, working with our US reps to make sure they have all the tools they need to be successful, and working with our internal team(s) to make sure everyone has what they need, and when they need it!

• My favorite Brixton Product: - Favorite Brixton product would have to be our snapbacks. If I had to pick one specific style it would be the Oath III. Just a classic style and so many different color ways, can’t go wrong.

• Did you know? – Love riding motorcycles, off-roading in my truck, camping, my friends and family. Brixton was the first job I had right out of high school, and I’ve been here ever since! Worked my way through the ranks of the warehouse under Adam, was promoted into the office and did logistics with Steve/Jina, now I’m part of the production dept as the Sample Coordinator under Faye. I have been with Brixton since 2015, so 9 years!.

TRACY

· Where I am from: Oak Harbor, WA

· Why I love San Diego: The weather and I live close to family. Even though my immediate family is still in WA, it’s an easy and short flight away compared to when I used to live on the East Coast.

· How I contribute to Brixton: I am the Senior PD for men’s tees and women’s apparel.

· My favorite Brixton Product: Anything Carefree! So soft! I can dress it up or down, layer with it, lounge in it…it’s great!

· Did you know? I went to school at The Art Institute of Seattle with AAA in Fashion Design. I have been in the industry since ’98. I worked for companies in Washington, Vermont and California. I enjoy snowboarding with the family, I take adult hip hop dance classes, and love watching my kids grow!

PRODUCT TEAM SPOTLIGHT

CELEBRATING WINS

IN OUR WHOLESALE / RETAIL / FINANCE / ECOM CHANNELS WHOLESALE WIN: HANSEN’S REFRESH

Brixton’s strength lies in its partnerships with influential retailers, and one standout relationship is with the iconic Hansen’s Surf Shop in Encinitas. Established in 1961, Hansen’s is a family-owned treasure that serves as a beacon of inspiration within the industry. Their expansive 20,000 square foot store is thoughtfully curated, featuring only

the most sought-after brands. Recently, they’ve given their Brixton section a fresh update, showcasing our products alongside their carefully selected offerings. This collaboration exemplifies the vibrant synergy between Brixton and its retail partners.

Along with our new build out, we had the opportunity to install a new window display at Hansen’s featuring Chippa Wilson, now live on Coast Highway.

RETAIL WIN

In August, our Retail Team marked a significant milestone with the grand opening of the San Ysidro Store. The culmination of hard work, countless hours, and unwavering determination has truly paid off! Remarkably, the store opened just a month after signing the lease and processed over 20,000 units in its first two weeks..!

This new location not only revitalizes our inventory by cleaning up stale stock from Ontario Mills and Alternative Retail locations but also showcases the majority of fixtures from those sites—a win-win for everyone involved.

& we're thrilled to welcome two passionate Brand Fans to our team, further enriching our store's community. Congratulations to everyone who contributed to this exciting achievement!

Sonia & Frieda SY Team Members

eCommerce gives you a “feel” for Customers It forces you to take a customer-centered view of the world. It exposes you to not only what customers say they'll do, but to what they actually do. It will illuminate the connection between consumers' shopping behavior and their social behavior. Arvin Kua, VP Digital, joined Brixton in April of this year and in only six months’ time the WINS have been visible across many areas! Noteworthy wins and insights to Ecom successes included:

· Increased marketing to other US cities while reducing paid ads to California (35% of budget to 25%). Minimal impact to California audience as they continued to shop us. More visitors coming from New York, Texas, Florida, Washington, Illinois, Virginia, Colorado and Georgia.

· Deployed a new A/B testing tool called "Because" which enables the team to test different online experiences to understand uplift of each variation. This will allow the team

to remain agile in launching new changes to the website while also assessing which has the highest value.

· Significant cosmetic changes made to website to elevate Fall Launch (new font, navigation changes, homepage/product page templates updated)

· All retention marketing and loyalty emails converted to Klaviyo templates - ensuring Brand consistency and clear messaging

· Implemented Opensend Platform to help identify anonymous website visitors and add them to our newsletter marketing list. In 7 weeks, have added 18k profile to our newsletter influencing $12k demand sales

· Signifyd Fraud Detection platform to be implemented. Will help reduce checkout friction and enable more sales (yearly incremental ecommerce demand sales = $89-$130k)

An upated site with new fonts, etc Arvin

FINANCE WIN

With recognition and thanks from many departments –the accounting team can look back at this last quarter with definite accomplishments to acknowledge and celebrate.

“Working together as a team during a tough transition period, Staying on top of reporting deadlines while under pressure and understaffed, adding Chris to the team to enhance financial reporting and visibility for all departments would be some our recent wins!”

- Cheryl Mason, Accounting Manager

TOWN HALL RECAP

FALL 2024

With a focused message Seth kicked off the June town hall outlining 2024 priorities then bringing it back to “How do YOU help?”

Sense of Urgency, Trust, Authenticity, Commitment, Teamwork. All with a Brand AND Company First Attitude.

The September Town Hall was packed full of Honks for what is going well and also a look at the path ahead of us! David gave insight to what is working and the work that lies ahead.

As Brian mentioned the mid set is: Win – Win Again – Win More.

The post town hall survey gave great insights and we are looking forward to our next Town Hall which will be in January of 2025.

12 YEAR MILESTONE

INTERVIEWS BY KEVIN CASILLO

In this day and age spending no longer then 2-3 years at a brand has become the new norm. Having employees stay longer than that speaks to the quality and values that a brand embodies, aligning and supporting their people and the cultures they care about.

I have been lucky in my career to work for brands who do hold that notion, nurturing their people and being able to grow with them for many years. Faye and Ashley both are celebrating 12 years here at Brixton, a huge milestone, I wanted to get a deeper understanding of what about the brand has kept them throughout their journey, how they have managed the highs and lows, the changing landscape of the business, and the hard work they have put in to become such valuable assets to the brand.

- Kevin Casillo

Faye Rodriguez & Ashley Anderson

Faye Rodriguez

To jump in, what do you currently do for Brixton and what has been your path within the brand over the years?

I’m currently VP of Product Development. When I started, I was Sr Product Manager and, aside from our Technical Designer, I was the only person on the product team, so I did everything from managing the Line List, ordering/tracking sales samples, managing development and production for all categories. I was able to build the department, establish processes and gradually work my way up to Director, Senior Director and most recently VP.

What has been the most memorable moments?

Brixton’s 10yr anniversary party was definitely a milestone I’ll always remember. Traveling to Mexico with some of the crew to check out our denim program production were some of the most tense moments I’ve had at Brixton and Jake’s first trip to China was a fun one. Also, I never imagined we’d have a Brixton store in Oceanside!

How has it been seeing the brand grow? What have been some challenges that you have faced over the years and how did you overcome them?

It’s been really rewarding to see and experience first-hand how much the brand has grown over the years. When I started, there was less than a handful of females working here. Now, “Who runs the world? Girls!” Seriously though, the challenges the industry in general has faced over the years, from the spike in cotton prices, limited supplies of organic cotton, China tariffs, Covid, the shake up with Boardriders, economic uncertainty, have all made it very difficult to navigate. It’s important to stay flexible, roll with some pretty big punches and believe success is around the corner.

Being a part of the brand for so long I am sure you and the team have had some great wins. What are you most proud of that you worked on over the years?

My greatest win is my team. They’re amazing.

Being at a brand for so long says a lot about the brand, what is it about Brixton that has made you want to stay?

#1 the people. I still have people who have left Brixton reach out to me to tell me how much they miss the people. Everyone is so great to work with and there is not a lot of office politics to deal with. 2nd, my passion for the brand. Having worked directly with the founders, feeding off of their original vision and seeing the brand’s success and how far it has come from the first shipment out of Dave’s garage, has become a matter of personal pride.

“My greatest win is my team. They’re amazing.”

As you both are aware Brixton is in a new chapter for the brand, what excites you for the brand’s future?

I’m excited by our plans for growth, expanding our consumer base and exposing this brand we all love to a wider audience and having them share the same passion for the brand. We have the team to make it happen!

Ashley Anderson

To jump in, what do you currently do for Brixton and what has been your path within the brand over the years?

I’m currently the Sr. Brand Marketing/PR Manager which consists of handling all PR, influencer marketing, brand activation/events, along with other brand marketing initiatives. As a second part to my role, I also handle all creative production.

My path since starting with the brand has been a unique experience. I was hired while I was finishing my last semester of college. I had an interest in working in marketing or creative but was still trying to understand what that could consist of. I connected with David Stoddard and was told about a role for the front desk/customer service with a growth opportunity. This role was essentially a catch all that also consisted of responsibilities such as PR assistant, ecom/order coordinator (entered every single ecom order manually + assisted in packing orders), AR, company events etc. I loved being involved in all these aspects of the company, it helped me understand the business and how everything was connected. My interest at first was on the international side, I wanted to work with our distribution partners and focus on building our marketing efforts and presence. 6 months after I was hired, I was promoted to International Marketing Coordinator that entailed working alongside our distributors and then eventually was a part of the transition when we went direct and opened our EU and CAN offices. From this point, my role shifted to focus on US marketing and PR, along with owning social media, influencer and leading all consumer brand events.

What has been the most memorable moments?

It’s so hard to pinpoint a few experiences. One would be curating our Broadcast series of events and connecting with all the amazing musicians we worked with along the way. We held events all over the world, and being able to build these from the ground up with our small team was such a cool experience. Spain, Berlin, NYC and Canada were some of my favorite Broadcast! Secondly was working on building the launch of women’s apparel. After working at the brand for so many years while having only men’s apparel – this was so exciting! Every little detail was so special to be a part of even down to developing what the hang tag would look like. Lastly, when headwear was at its trending peak, the amount of press and celebrity attention we garnered with just myself and my previous coworker Adriana working on PR at the time was monumental. One specific celeb press hit drove over 1 million in wholesale sales. Very exciting time!

How has it been seeing the brand grow? What have been some challenges that you have faced over the years and how did you overcome them?

From the early days of shaping the brand’s vision to watching it come to life, every milestone felt like a shared achievement. Contributing to the brand’s expansion meant constantly adapting to new challenges, pushing creative boundaries, and fostering innovation. Navigating through the pandemic, we lost 90% of our team and we had to makeshift everything while also trying to keep our consumer engaged during a really difficult time in the world. As a team, we’ve always been resilient, and found ways to be innovative even when we had no resources.in an overly saturated creative world. Music has always been our separating factor from other brands, and we’ve leaned into this well with collaborations, creative and activation.

Secondly, working for a brand through huge generational and technological shifts presented unique challenges. The constantly evolving advances shifted how consumers engage with the brand, requiring us to adopt new platforms (Tikok, influencer platforms), ways to market and trends quickly. While trying to strike the right balance between maintaining the brand’s core and adapting to the evolving ways different generations consume information is how we stay relevant. This is a constant challenge and has only become harder in an overly saturated creative world. Music has always been our separating factor from other brands, and we’ve leaned into this well with collaborations, creative and activation.

Being a part of the brand for so long I am sure you and the team have had some great wins. What are you most proud of that you worked on over the years?

PR — So many exciting PR wins over the years!

Being at a brand for so long says a lot about the brand, what is it about Brixton that has made you want to stay?

Time has honestly gone by so fast; I can’t even comprehend it’s been 12 years! I think part of being part of the brand since it’s early days every milestone was so fulfilling and the continuous challenges kept me engaged. I continued to believe in the brand’s vision, stayed inspired, and the company’s evolution mirrored my own professional development. I’ve enjoyed working with so many amazing and aspirational people over the years, as well as being able to stay and work in Oceanside while being able to travel the world. It’s been a privilege to be a part of this journey so far!

As you both are aware Brixton is in a new chapter for the brand, what excites you for the brand’s future?

I’m excited to work towards becoming the heritage brand we’ve always aspired to be! Let’s do cool shit!

Please join me in huge congrats to both of these amazing people!

WELCOME TO THE TEAM ASHLEY!

Married for over 15 years, I’m a mom to three amazing kids (ages 13, 9, and 9) and three floofy dogs. Growing up in coastal OC, I’m a lifelong beach bum who finds happiness swimming out into the depths. Music fuels my soul, and I’m a fan of every genre—my band tees are practically a second skin outside of work. I love to read, and I’m always on a learning journey; I'm currently chasing my 800-day Duolingo streak, determined to make my conversational Spanish more than just "un trabajo en progreso." Whether in the waves, at a concert, in a book, or in the office, I’m all about diving deep and embracing the adventure.

WORK ANNIVERSARIES

1 Year

Kevin Casillo, Zaira Garcia, Annie Giampietro, Kolette Morehead, Ramon Russell, Isabella Schauer, Eva Valinsky

2 Years

Kaycee Clark, Nathan Ebejer, Megan Finley, Cheryl Mason, Lily Perez, Derringer Silva, Aaron Taylor

3 Years

Scott Brendenkamp, Riley Debence, Sheila Lynch, Jenn Mattucci, Lily Novak

4 Years

Josh Klutts

5 Years

Tyler Dale, Steve Maneotis

12 Years!

Ashley Anderson, Faye Rodriguez

CULTURE CREW SUMMER REWIND

PADRES WIN!

The corporate office team boarded the train to San Diego, buzzing with excitement for the big game. As they traveled along the scenic coast, laughter and anticipation filled the air, with everyone donning their Padres gear. The home team beat the Nationals 8-5!

HARBOR DAYS

The corporate office team took the day off to unwind at the North Jetty of Oceanside, ready for a day of fun. They hit the waves for some exhilarating surfing, followed by spirited games in the sand that sparked friendly competition. As the afternoon rolled on, they fired up the barbecue, enjoying good food and great company under the warm sun.

SPRING & SUMMER 2026 OFFSITE KICKOFF RECAP

14 Leaders, 3 Breakout Sessions, 10 High Level Topics, and an immense amount of creative energy were the foundation of the “SPSU26 Kickoff” offsite strategy session. For each topic there was a different team, and each team had six weeks of homework and preparation leading up to the Strategic Kickoff.

Leading up to the event the message was; “Your presentations are not the final answer and our goal isn’t to complete Spring/Summer ’26 in a day. But we should expect to make great progress towards alignment on the consumer, branding, marketing and product direction.”

“It was a great meeting. It was encouraging to see that all the Directors are aligned, excited, and have a clear direction for where we’re taking the brand.”

- DAVID STODDARD

DOG OF THE QUARTER MEET DILL

Meet Dill, the shaggy superstar of the Brixton HQ! Rescued from the bustling streets of Tijuana, this delightful mix of Doberman, Poodle, and Italian Greyhound brings a unique charm to the office. With his boundless energy and love for adventure, each day, he bounces into work, ready to collaborate with his canine colleague Oakley and tackle the day’s challenges. Before work, Dill's morning ritual consists of leaping over the fence and visiting the neighbor’s yard to play with their dog. He has a love for string cheese, which serves as a delightful treat during his 30 minute lunch breaks.

" I had a stuffed animal dog that I carried everywhere, a blonde, scruffy pup with floppy ears. In August 2022, while casually browsing an adoption page, I came across a photo of Dill, who looked just like my beloved childhood stuffed animal. I knew right then that adopting him was meant to be!"

- Lily (Dill's human)

Lily’s childhood floppy eared stuffed animal.

“Grrr, bark, bark, woof” - Dill

QUARTERLY CONTEST

SHORT & SCARY STORIES (WITH AI)

If you dare... Submit a scary, horror, or Halloween related short story for a chance to win $100!

CONTEST RULES: Must use AI to help with story writing, maximum of 2,500 words, only one submission per person, due by 10/22/24.

Email submissions to kbrady@brixton.com — winner announced on Thursday 10/31!

HALLOWEEN WEEK

10/28 — 10/31

The Ghouls have been plotting... join us for:

— Boo-ingo & Brews

— Mummy Making Contest

— Halloween Happy Hour

— Chili Cookoff

— Costume Contest and prices & more!

More details to come.

THE TOP TEN LIST

The Top Ten Things I’m Not Allowed to do at Work According to Trista 10: 9: 8: 7: 6: 5: 4: 3: 2: 1:

Leave the Teams camera off when the presenter asked for everyone to turn the cameras on.

I do not have the authority to stop, start, kill or create any technological deployment. I should though.

Replacing the items in the supply cabinet with items found in the parking lot is not acceptable behavior.

Using sock puppets in lieu of PowerPoint.

Auction off parking spaces.

Request a “Fortress of Solitude” as part of the workplace future.

Write my annual review responses in Klingon

Build a fort out of office supplies.

“Opening a can of whoop ass” is not an acceptable way to motivate.

“Office Space” the Konica printer.

Have ideas for the next Top 10 list? mail your ideas to culturecrew@brixton.com