At the end of the ‘80s, Michael Tomson, an international surf icon and founder of Gotcha, created More Core Division, aka MCD. The MCD brand was built around the very best surfers, those who pushed the limits of sport, attitude, style, and behavior. Originally a subdivision of Gotcha, MCD represented the most modern and progressive pro surfers of the day, including Dino Andino, Sunny Garcia, Derek Ho, Michael Ho, Gerry Lopez, Brock Little, Matt Archbold and Martin Potter. The MCD team of Gotcha was recognized internationally as “the mother team” of all surf brands and came to be known as the “Superior Mothers.” Their members were the surf world’s elite.
MCD surfers were known for their style and attitude in the water as much as out of the water. Their cars, tattoos, clothes and way of life set the tone for a whole generation of athletes. Surfing was no longer just a sport. Now, it was a personality, a behavior, a defining attitude.
By 1992 Michael Tomson was becoming increasingly aware that a key portion of the surfwear market was underserved as surf fashion became homogeneous and many considered it mainstream. Tomson decided to separate MCD from Gotcha in order to preserve authenticity and creative autonomy for the extremely opinionated innovators spearheading the design direction.
Today’s world is full of diverse influences and today’s innovators refuse to be pigeonholed. MCD shuns the obvious in favor of an expansive view of surf and action sports. Our diehard loyalists approve, and we’re glad to design for people who push the edge through experimentation and self expression.
Through every piece produced, MCD proves that core is more authentic than fashion. It’s design from the core, for the core, and without boundaries.