Living the Salt Life
38-year-old landscape irrigation contractor, Troy Hutto, and his friend of 20 years and fellow surfer, Mike Moore, became business partners last year when they decided to launch a clothing line based on their matching tattoos: Salt Life. Neither of them realized how quickly their idea of Salt Life would catch on.
They both surf, fish and lie on the beach, living the salt life. They both got the tattoos and then got some stickers and they reported that people kept asking for things, and it took off from there. They initially invested about $80,000 in their company, with about $30,000 going towards promotional and office expenses and the rest was for merchandise to sell from their internet site, local surf shops and a small booth in Neptune Beach Outlet Mall.
The company now has a surf team, and has landed endorsements from professional surfers and band members of Jacksonville's Limp Bizkit and alternative rockers Evan Essence. Hutto nor Moore plans to quit their day jobs as contractors, but both of them want to continue to grow the company as they have in the last year - by gut instinct, and not a business plan.