R… & Everything Else, Inc., the company that owns and controls the Rusty brand worldwide, tapped the La Jolla Group, Inc. as the new licensee for Rusty apparel and accessories in North America. Based out of Irvine, California, the La Jolla Group, Inc. also holds the licenses for the O’Neill, Lost and Metal Mulisha Clothing brands.


La Jolla Group, Inc. CEO, Toby Bost, stated, “We are excited about the prospects for the Rusty brand and believe it will fit perfectly within our portfolio. All of our brands have their own niche in the marketplace and Rusty will be no exception. Rusty has strong history and respect as a core surf label and we look forward to applying our proven formula, which will empower the brand to achieve its full potential within our market.”

CEO of R… & Everything Else, Inc., Geoff Backshall, said that the company had been in discussions with various interested parties since the dismissal of the previous licensee on April 25, 2007. “It soon became apparent to us that the crew at La Jolla Group really new their stuff and had done an excellent job with their existing labels. They also speak the same “cultural language” as we do which made our decision that much easier. We are stoked to be working with like minded people and believe that La Jolla Group will do the Rusty brand proud.”


Speaking from Indonesia, where he is surfing with a squad of Rusty team riders, brand founder Rusty Preisendorfer said, “Clearly, the choice of licensee was very important to the Rusty family. We believe that La Jolla Group will only enhance the future growth of the brand.”