Where Surf Culture Meets Functional Fashion
By Gaby Keiderling
Ariel Kochbarski has always been passionate about fashion. She began her career as a fashion executive at leading retail and e-commerce companies including Saks Fifth Avenue, Paul Smith, and 11 Honoré. After moving from the East Coast to California, Kochbarski immersed herself in the West Coast’s surf culture, spending hours in the water each week. She began to notice a lapse in versatile apparel that transitions from everyday life to the ocean, and thus, her Ariko surf fashion brand was born. Meet Ariko, the surf lifestyle brand offering ocean-centric, sustainable apparel inspired by California coastal style.
At the core of the collections are comfort, wearability, and style, empowering individuals to express themselves with confidence—whether at the beach, in a work meeting, or out with friends. We chatted to Kochbarski to learn more about her brand, how she got to where she is, and what’s next for the company.
TWE: What made you start Ariko?
Ariel Kochbarski: I started Ariko out of a deep personal love for surfing and fashion, and a desire to create a brand that truly embodies the spirit of the ocean – its power, beauty, and calming influence. After moving from the East Coast to California, I immersed myself in surf culture and found myself spending countless hours in the water. That lifestyle became part of who I am, and I wanted to create clothing that reflects it.
Ariko was born from those moments – paddling out, watching sunsets on the sand, and conversations with friends who shared the same passion. I felt there was a gap in the market for ready-to-wear that captured that authentic connection to the ocean and a more sustainable, outdoor lifestyle. The pieces are all styles I genuinely want to wear, designed for people who live an ocean-centric lifestyle, like myself and my friends. It’s been incredible to see the brand resonate far beyond the surf community, with both surfers and non-surfers connecting to that same spirit.
TWE: Who is Ariko for?
AK: Ariko is for anyone who feels a connection to the ocean, whether they’re seasoned surfers, aspiring wave riders, or simply individuals who appreciate the coastal lifestyle and sustainable practices. It’s for those who care about quality, comfort, and unique designs that tell a story. Our community values sustainability and transparency—people who want to know where their clothes come from, how they’re made, and their impact on the planet.
TWE: What separates Ariko from other surf-centered brands out there?
AK: What truly separates Ariko apart is our ability to exist in both the surfwear and fashion spaces. I have an unwavering commitment to both – it makes me incredibly happy when absolutely anyone finds joy when wearing an Ariko style! Our pieces are designed to be comfortable and chic, rooted in a lifestyle rather than just a trend. Every item carries a narrative and aesthetic that bridges the ocean and the city. Equally important is our commitment to eco-friendly materials and ethical manufacturing processes which sets us apart. We prioritize cotton, natural fabrics, and responsible production, often made in Los Angeles, ensuring that our love for the ocean is reflected in every step of our creation process. Ariko is more than just clothing; it’s a lifestyle that merges style with conscience.
TWE: What is your favorite piece from the brand?
AK: My personal favorite piece from the brand has to be the Real Tree Camo Day Pant. Honestly, I wear my own pair so much that it’s embarrassing how often I am seen in them! They’re comfortable, versatile, and the perfect example of Ariko’s blend of functionality and style. I can throw them on before or after surfing, or dress them up with a feminine top or jacket for dinner with friends. They really embody what the brand is all about.
TWE: Where do you see Ariko in 5 years?
AK: In five years, I see Ariko as a globally recognized leader at the intersection of fashion and surfwear, synonymous with artistic expression and conscious consumption. We’ll have expanded our product line to include innovative new eco-friendly materials and technologies. I see us actively involved in ocean conservation initiatives, perhaps even running our own educational programs. Beyond clothing, Ariko will be a community that inspires people to connect with and protect the ocean. I envision a strong retail presence in key destinations worldwide, all while staying true to our values and unique identity. I have so many big plans for what’s ahead, and I’m excited for the journey and the community we’re building along the way.
Ariel’s Favorite Ariko styles:
