Purpose over Profit

amplifying positivity

Choke Stoke is a movement built on purpose over profit, using clothing to spread positivity, resilience, and give back to the community. A brand born in Santa Cruz, we turn everyday wear into a force for change, funding organizations that make a real difference and inspiring impact beyond the surf break. Each month we amplify a new organization and we call it "Amplify Positivity". Proceeds from all purchases, for the entire month go directly back to the amplification selected.
Together we can make an impact. Choke Stoke!

January Amplification: CASA of Santa Cruz County

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Happiness is everywhere. Stoke is FREE. Get out and find it. It’s waiting. Amplify Positivity. Choke Stoke.

Stoked to announce in partnership with @ponohawaiiangrill that they will be carrying our custom surf hats onsite! Grab the best Hawaiian food in town and scoop up a Choke Stoke custom surf hat! Offering Kama aina (family) discount on all Choke Stoke surf hats to all Pono customers. Help us “Amplify Positivity” today 🤙🏼 Check em out at their Capitola location! Can’t make it here locally, use code: “Pono” online for exclusive savings! Have an awesome day! Choke Stoke.

Stoke Rider @sebasofthesea with some fresh Choke Stoke stickers 🙌🏼 Fill that stoke meter 🤙🏼

Stoked to welcome @sebasofthesea to Choke Stoke as a Stoke Rider🤙🏼 Being a Stoke Rider steps beyond just ripping in the water or crushing it on the court, it embodies being a good person and connecting with your community in a positive way. Seb is such a rad kid and we are stoked to welcome to the team! Look for a full bio and interview to learn more about Seb. Seb joins @wavewarriorcruz and @rippinrosiedog as part of Choke Stoke Riders! Welcome to the team! Amplify Positivity! Choke Stoke 🤙🏼

Da Drip Beanie! Just in time for the snow! Keep that head warm when the temp drops 🥶 Two plastic bottles turned into one warm beanie 🫶🏻 Stay stoked. Choke Stoke 🤙🏼

Hope you all had an awesome weekend! Choke Stoke 🤙🏼

Christmas Stoke is real! Enjoy 25% off till Christmas on all our apparel. Proceeds from all sales will help support @casaofsantacruz for the month of December. Amplify Positivity. Choke Stoke 🤙🏼

Time to drop that drip! Get ready for our new surf hat lineup to drop this Friday! Designed for the gnarliest of waves or to standout scoping the waves, this lineup is custom made right here in #santacruz . Proceeds support local organizations doing good things in our community. Drips 12/12/25. Amplify Positivity. Choke Stoke 🤙🏼

December Positive Amplification! Choke Stoke believes in every child having the best chance at life. We believe every child deserves an equal opportunity in the way they are raised. @casaofsantacruz has dedicated volunteers that help kids who are in the court system make decisions that put the child first. This is an extremely important mission and we are excited to amplify CASA of Santa Cruz County! Sales for the entire month of December will go directly back to help CASA and their mission. You can also donate directly to them. Learn more on our website. Amplify Positivity! Choke Stoke🤙🏼

Wanna be part of a mission that makes an impact? Each month we are on a mission to amplify organizations doing good in the community and through all our sales, we give back. We call it Amplify Positivity🤙🏼 It’s never too late to get involved and represent. Purpose over Profit. Choke Stoke!

Extended 40% for all you cyber shoppers out there! Last and final day to help us amplify Second Harvest. Feel free to donate directly or score some positive apparel and proceeds go directly back. Have an awesome weekend! Choke Stoke 🤙🏼

We can’t promise when a deal this big will come again 🫶🏻 40% Off Everything! Scoop up some positive apparel for all your holiday shopping. Amplify Positivity. Choke Stoke🤙🏼

From all of us at Choke Stoke, Happy Thanksgiving. So thankful for all the friends and family that have supported us for the past 11 months 🙏 Our mission hasn’t changed from day 1, amplify organizations doing great things in our community. Apparel that represents something positive is at our core and we are just getting started. Hold the ones close in your life that build you up, that support positivity, that believe in a stronger community, that believe we can make a difference together 🫶🏻 Have an awesome Thanksgiving with family and friends. Choke Stoke.

40% Off won’t last forever. Grab your apparel now before this washes away! Proceeds for the month of November will help @secondharvestsantacruz . Amplify Positivity. Choke Stoke🤙🏼

Black Friday Deals are firing now and just like an outside set!! Shred these deals for a limited time only! 40% off, site wide. Have an awesome weekend. Choke Stoke 🤙🏼

Come show support for @secondharvestsantacruz and join us downtown at @ponohawaiiangrill at 6pm! Custom designs that represent positivity! Choke Stoke 🤙🏼

It all starts tomorrow. We are making a big push for @secondharvestsantacruz with early Black Friday deals of 40% off everything. We will also have a pop at @ponohawaiiangrill downtown tomorrow (11/21) between 6-8pm. Come check out our new apparel and help us amplify positivity. Choke Stoke 🤙🏼

Some moments are best enjoyed in peace and post session. Take a moment to reflect on all the positive impacts you’ve made this month. It’s still it not too late to help support @secondharvestsantacruz for the month of November. Amplify Positivity. Choke Stoke 🤙🏼

“Da Wall” - Designed for comfort, worn for support 🙌🏼 This month we are amplifying @secondharvestsantacruz to help feed families in need. Proceeds from all sales will help support their mission. Da Wall is our way of building a wave of support for community organizations making a greater “positive” impact. Amplify Positivity! Choke Stoke 🤙🏼 Product is live on our website.

Thank you to all the veterans who have fought and protected this country 🫶🏻 🇺🇸🤙🏼

Join us this November as we amplify @secondharvestsantacruz to help feed families in need. At our core, we are focused on making a positive impact to help these organizations thrive and continue their vision. Consider donating directly. Proceeds from all sales during the month of November go directly back. Amplify Positivity. Choke Stoke 🤙🏼 check out our links in bio on how to help 🫶🏻

We are stoked to be amplifying the @secondharvestsantacruz during the month of November 🤙🏼 Proceeds from every sale for the entire month goes directly back to feed a person who is hungry. There is no better time than to represent something positive! Learn more on our website (link in bio). Let’s build a wall of support for our community! Choke Stoke🫶🏻

November Amplification: Second Harvest Food Bank of Santa Cruz County. During a month where a lot of families have an abundance of food and left overs, there are others less fortunate. This month is extremely important as families face the harsh reality of not having the support they need. Let’s change the tone this month and build a wall of support for @secondharvestsantacruz ! You can donate directly to them (link in bio) or pick up some new threads and the proceeds go directly back to them and their mission. We are laser focused on purpose over profit and will never back down. Let’s stop hunger together. Choke Stoke.

Da Wall is packed with a variety of designs and colors. Whether you are feeling edgy, simple or wanna go off the grid, we have an option for you. This month we are amplifying Second Harvest Food Bank so proceeds from every sale go right back to a family in need. Check out the exclusive designs. Choke Stoke 🤙🏼

Da Wall is more than just a location, it’s a statement of support for the community 🫶🏻 The month of November we are rallying around @secondharvestsantacruz with every sale going back to help a family or individual in need. You can donate directly in support or pick up our latest Da Wall series or any other Choke Stoke wear. Purpose over profit. Amplify Positivity. Choke Stoke 🤙🏼

Da Wall. Built for comfort, designed for positivity! Featuring Stoke Rider @wavewarriorcruz wearing our block retro pink hoodie. Da Wall is special to locals who flock to the beach to recharge, relax and reconnect with friends. It’s a place where memories are made and friendships grow. This months Positive Amplification is in support of @secondharvestsantacruz as we enter a month of Thanksgiving and families that need support and food. Let’s stoke them out with a Wall of support this month! Amplify Positivity! Choke Stoke!

New Designs, Same Message! Mark your calendar for a new design drop this week as we prepare for our November Amplification. Built for comfort, worn for purpose. Amplify Positivity. Choke Stoke🤙🏼

Only a few days left to help support @officialscanimalshelter ! The Santa Cruz Animal Shelter is instrumental to our community and makes such a positive impact which is why we’ve teamed up with @rippinrosiedog and Steve, who also amplify positivity in the waves, to help extend our message. Our mission is focused on purpose over over profit so every sale is dedicated to the SC Shelter for the month of October. Represent something positive 🤙🏼 Check out our exclusive Rippin Rosie apparel and deals for this week only. Have an awesome day. Choke Stoke!

In support of @officialscanimalshelter for the month of October we are offering the @rippinrosiedog youth jumper set for $50! Set comes with Youth Hoodie and joggers. Custom made here in Santa Cruz. Free local delivery! Offer expires Nov 1st! Amplify Positivity 🙌🏼 Choke Stoke 🤙🏼

🚨Save the Date🚨 November we have a new amplification and new designs dropping. Get ready, get pumped, get stoked because we are ready to make an impact 🙌🏼 Choke Stoke 🤙🏼

🚨8 Days left to show your support 🚨 Here’s how you can help the @officialscanimalshelter in the month of October: 1. Donate directly or consider adoption 🫶🏻 2. Purchase some apparel and proceeds go back to shelter 3. Spread the word 📢 We partnered up with @rippinrosiedog to help amplify our mission for good! We also offer FREE local delivery here in Santa Cruz County so no pressure on shipping costs 🙌🏼 Have an awesome day. Choke Stoke 🤙🏼

Choke Stoke Floral hoodie on our cozy soft youth hoodie now available. Each hoodie is hand designed and unique. Check them out online 🤙🏼 Proceeds from the month of November go back to SC animal shelter 🫶🏻

🚨 New Design Drops🚨 Fresh new designs for both girls and boys youth as well as some cool onesies for the newborns. Kids complete jumpsuit hoodie and sweats will keep your kids warm as it cools down. Check them out🤙🏼 Proceeds help support @officialscanimalshelter here in Santa Cruz. Amplify Positivity. Choke Stoke 🙌🏼

Proceeds from sales during the month of October will help support the local @officialscanimalshelter here in Santa Cruz. Check us out online as we’ve added new apparel 🤙🏼 Amplify Positivity. Choke Stoke.

October Amplification is focused on @officialscanimalshelter . This organization is so meaningful to the community and makes such a positive impact. We are doing an exclusive pop up at @ponohawaiiangrill today (10/3) at 5pm to show support for this awesome organization. Full interview will publish on our website soon. Amplify Positivity. Choke Stoke 🤙🏼

Represent for purpose! Choke Stoke will be downtown at @ponohawaiiangrill selling exclusive apparel in support of @officialscanimalshelter this Friday (10/3) at 5pm-8. We teamed up with @rippinrosiedog to provide awareness around how pets can change lives and share so much stoke that not only lifts you up but also others! We are stoked to provide awareness and support the community. We are Purpose over Profit. Choke Stoke 🤙🏼

We are so stoked for the this announcement 🤙🏼 First, we’d like to welcome @rippinrosiedog to Choke Stoke for their massive contribution of positivity in and out of the water 🫶🏻 Steve and Rosie lift surfers up and share the stoke daily! Their welcoming attitude and positive energy is what makes them truly unique as they shred down the line! In respect of @rippinrosiedog , we will be supporting the @officialscanimalshelter for the entire month of October by giving back the proceeds from every sale so we can help support them and their mission to help find homes for stray or neglected pets. We are beyond stoked to give back and help Amplify Positivity Together 🫶🏻 Learn more about Rosie and Steve on our website and check out our amplification page on the SPCA. Stay stoked, be positive. Choke Stoke 🤙🏼

We never said amplifying positivity would be easy in a world of darkness. It’s a daily reminder here at Choke Stoke as we help others embrace it. Start your week off being that brightness in dark places. Choke Stoke 🤙🏼

By now your child has lost something at school! Sweatshirts are the number one item to be lost so we are doing a “Lost at school” limited discount to help keep your students stoked 🤙🏼 Few more days to help amplify @teenkitchen 🙌🏼 Use code : Foundit at checkout to receive 20% off your entire order. Amplify Positivity. Choke Stoke 🤙🏼

📆Save the Date: Oct 3rd at 5pm📆 Huge shoutout and thanks to everyone who showed up to our first pop up at downtown @ponohawaiiangrill ! The food, music and staff is the best. We will also be announcing our new amplification for October. Come check us out and help support local businesses. Make sure you grab a plate lunch too 🤙🏼 Amplify Positivity. Choke Stoke.

Happy Friday all 🤙🏼 Pau Hana Time 🙌🏼 Choke Stoke.

Come show your support for @teenkitchen this September and join us downtown at @ponohawaiiangrill this Friday at 5pm. Check out some of our exclusive apparel. Don’t see something you like, Pono has some authentic Hawaiian food that will bring you back to the islands 🤙🏼 Choke Stoke!

Don’t miss this Friday at @ponohawaiiangrill downtown Santa Cruz for some exclusive Choke Stoke apparel! We are amplifying @teenkitchen this month so don’t miss out in showing your support 🙌🏼 Amplify Positivity. Choke Stoke 🤙🏼

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Explore the "Da Wall" Collection

Join us this January as we come together to support CASA of Santa Cruz County! While many gather with family and friends, there are others who need the support from the community. Together, we can amplify positivity and make a difference this holiday season!

Choke Stoke