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Laguna Life and People!

When Purple Corduroy founder and Creative Director Steven “SLi Dawg” Chew’s family home burned down in the ‘93 Laguna Beach fire, he says, “It kind of freed me.” His family basically lost all of their possessions, though the family has since rebuilt. “It taught me that all we really have is family and friends. Nothing can burn those down. I became less materialistic.”

This became a seminal event in Chew’s life. Born and raised in Laguna, Chew went through Laguna’s schools and surfed Laguna’s beaches as a kid. He was on the NSSA National Team in high school and when he graduated he had to make a choice: go to college or try to become a professional surfer. He chose the former and headed off to San Diego State to study painting.

Read Stu News Laguna's entire feature on Chew here!