Today we’d like to introduce you to Douglas Pugh.
Hi Douglas, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Find Your Coast® Apparel started as a simple idea I couldn’t shake: the coast isn’t just a place on a map — it’s a feeling. After creating a Coastal Life® instagram page in 2012, I wanted to outfit that community. It’s that pull toward open horizons, early‑morning light, salt in the air, and the kind of freedom you only get when you’re near water. I wanted to create something that captured that feeling and carried it into everyday life, no matter where someone lived.
What began as designs, late‑night planning, and a love for coastal culture slowly turned into a brand with a more clear purpose: create apparel that feels good, moves well, and reflects the lifestyle of people who roam, ride, explore, and rise early. I didn’t want fast fashion or generic beachwear — I wanted pieces that felt lived‑in from day one, inspired by surf heritage, travel adventures, and the untethered spirit of people who chase coastlines around the world.
As the brand grew, so did the mission. Find Your Coast became more than apparel — it became a reminder to stay connected to the places that ground us and the adventures that shape us. Every collection, every print, every campaign still comes back to that original spark: the coast is a mindset, and everyone deserves to find theirs. It’s a better place to be.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
No — not even close. Building Find Your Coast has been one of the most rewarding things I’ve ever done, but the road has definitely had its bumps. Covid was a major hit early on. Supply chains froze, factories shut down, shipping costs exploded, and timelines became unpredictable overnight. Trying to grow an apparel brand when the entire world was stalled was a challenge I never expected to face. On top of that, there were all the “normal” struggles that come with the apparel business — production delays, inventory risks, design revisions, marketing pivots, and the constant pressure to stand out in a crowded space. But every setback forced me to get sharper, more creative, and more committed to what the brand stands for. The coast teaches you to adapt to changing tides, and that mindset is exactly what kept Find Your Coast® moving forward.
Appreciate you sharing that. What else should we know about what you do?
Find Your Coast® is all about capturing the feeling of coastal freedom and turning it into everyday apparel. I design and build pieces inspired by surf culture, travel, and that untethered, horizon‑chasing mindset. What I specialize in is creating clothing that blends lifestyle, comfort, and movement — gear that feels good whether you’re on the beach, on the trail, or just trying to bring a little salt‑air energy into your daily routine. Over time, the brand has become known for its clean coastal aesthetic, retro‑surf influences, and the idea that the coast isn’t just a place — it’s a lifestyle you carry with you.
What I’m most proud of is that the brand has stayed true to its roots. It started as a personal vision, and even as it’s grown, it still reflects the same values: freedom, exploration, and connection to the water. What sets Find Your Coast apart is the authenticity behind it. This isn’t mass‑produced beachwear — it’s a brand built from real coastal experiences, real design intention, and a genuine love for the lifestyle. Every collection, every campaign, every piece of apparel is created with that same purpose: helping people find their coast, wherever they are. Exploring, living, enjoying, taking it with you everyday.
Let’s talk about our city – what do you love? What do you not love?
What I love most about this area is the blend of coastal energy and community. Even though I’m based in St. Augustine, Jacksonville has always felt like an extension of that same coastal lifestyle — big enough to offer opportunity, creativity, and culture, but still rooted in that laid‑back, salt‑air mindset. The beaches, the outdoor spaces, the small‑business scene, the people who genuinely love living near the water — that’s the part that keeps me inspired and connected.
What I like least? Easy — the traffic. Anyone who’s tried to get across town at the wrong time of day knows exactly what I mean. It’s the one thing that doesn’t match the relaxed coastal vibe. But aside from that, the region as a whole is an incredible place to build a brand that’s all about freedom, exploration, and coastal living.
(unfortunately I do not have nominations for the local entrepreneurs below!, so sorry!)
Contact Info:
- Website: https://www.findyourcoast.com
- Instagram: https://www.instagram.com/findyourcoast
- Facebook: https://www.facebook.com/findyourcoastapparel
