The project

Kelsen is a line of men’s grooming products aimed at the modern extreme sport athlete. Spearheaded by pro surfer Evan Caples, Kelsen focuses on organic ingredients, sustainable packaging, and timeless style. The brand relies on an ambassador program comprised of pro skaters, surfers and snowboarders to initiate consumer outreach, and its aesthetic rejects the notion that extreme sports athletes need to be talked down to or goaded into caring about the way they look.