The Story Behind Salt & Slab — Salt & Slab

My name is Aaron Westgate and I would like to introduce you all to Salt & Slab!

Salt & Slab wasn't born in a corporate boardroom, it was born from a frustrated consumer.

Like many who grew up immersed in the iconic surf and skate culture of the 1990s and early 2000s, we watched the brands we loved slowly change. The heavyweight comfort and gritty, soulful graphics we wore as badges of honor were replaced by thin, scratchy fabrics and a cheap, almost plastic texture. Yet, the price tags kept going up.

I wanted to know why, so I dug into the operational buying, selling and trademark ownership. The truth is simple but not surprising... Post-COVID, multi-billion dollar institutional banks and private equity firms bought up the legacy labels. As we all have learned when a bank controls a culture, the priority shifts from community to cutting costs. They traded decades of heritage for cheap merch and high margins.

I saw a massive gap. The nostalgia for that golden era of design is stronger than ever, but the quality we all use to have has been completely hollowed out.

I did the research and realized that doing things right, sourcing Quality fabric clothes, managing precision printing, and executing tight, custom embroidery certainly does costs more money, but I believe it’s worth it. I wanted to build a brand where I can stand behind every single stitch, creating apparel that ensures you are genuinely comfortable inside and out.

Welcome to our introductory Founders Launch. Thank you for stepping up as a pioneer and a foundational supporter of Salt & Slab. Together, we’re bringing back culture and quality!