In the late 80's, Michael Tomson, icon of the surfing world, created in California - U.S., the More Core Division of Gotcha or "most radical division of Gotcha. Brad meant for identifying among the top surfers ones who stood by his attitude and hardcore behavior.
This subdivision of the Gotcha brand was represented by the most modern and radical surfers in the world at that time, bringing names like Dino Andino, Sunny Garcia, Derek and Michael Ho, Garry Lopes, Brock Little, Matt Archbold and Martin Potter. Surfers who stood by his attitude in the water, but mainly for their behavior off it.
Their cars, tattoos, clothing and way of life have become icons of a generation of athletes who had and have to date not only surfing as a sport, but also and primarily as behavior.
The team which formed the More Core Division of Gotcha was known throughout the international surfing scene, as the team mothers of all others, or "Superior Mothers" and its members recognized as the elite of surfing.
In 1992, Michael Tomson, proving once again that he was a visionary, he identified a gap to be filled in the market for surf wear and decided to separate the More Core Division of Gotcha, keeping Gotha as a brand developed for the masses and then creating MCD. Brand developed and created by and for the elite of the surfing world.
A brand of strong-minded and authentic based on well-defined values and an extremely innovative approach.
In 1995, the MCD brand arrives in Brazil, with exactly the same concept that had been raised in California: being a different brand, innovative, the Core option in the surf wear market, offering Brazilian surfers a way of life full of attitude, personality, style and behavior.
Another milestone in the history of the brand in Brazil was the creation of a female line MCD in 2005. The concept of this line appears through some questions regarding the image of surf wear in the country, which often create stereotypes of a girl with no personality, with limited knowledge of the beach culture.
We live in a world full of information, diversity of style, where every day we feel like it is impossible to be alienated and live with our eyes stuck in one place. From this MCD, controversial and innovative as ever, wants to escape the obvious and expand the surfing world, showing that the consumer changes, and needs more and more of a brand that adds knowledge, encourage the artistic side and shows freedom of expression and experimentation.
The MCD's products bring this concept clearly, with pieces full of personality and identity, which always do this exchange with the fashion world.
Before being fashion Core is authentic,
It is pure, but not clean,
A vision is not a tendency,
Core are values and not principles,
Myths not Legends,
Core is instinct above the rational,
The original ahead of the new,
It is a way of life, not a lifestyle,
Core is Black before the White,
Core is Sand! Core is Attitude!