Sanuk, the beloved footwear company named after the Thai word for fun, has been a proud official partner of the Surfrider Foundation since 2017, supporting the shared mission of protecting and enjoying our happy places and encouraging others to do the same. Our history together spans iconic sandal collab releases, such as the “You Got My Back” sandal and the “Happy Placer ST sandal,” and our combined work to protect the “2 Miles of Smiles” coastline in Isla Vista, CA, preserving clean water and healthy beaches alongside the Santa Barbara and Isla Vista Surfrider Chapters.
At the helm of Sanuk is Vice President and General Manager, Katie Pruitt, who’s been with Sanuk for over a decade. Katie has been a core team member at Sanuk through the years and is proud to lead as the brand's General Manager following the change in ownership from Deckers to now Lolë Brands. We had the chance to sit down with Katie to hear more about Sanuk in 2025, their environmental impact, and what life is like at Lolë Brands.
Sanuk Vice President and General Manager, Katie Pruitt
Surfrider: During your time at Sanuk, how have you seen the brand evolve?
Katie: Sanuk was built by some of the most passionate, creative, and inspiring individuals I’ve ever had the privilege to work alongside. They poured their hearts into creating a brand that stood for joy, inclusivity, and the power of a smile, and it has been an honor to carry this legacy forward.
Over the past 13 years, the brand has grown and shifted with the times—from surf shops to global distribution, from whimsical irreverence to a more mindful, purpose grounded in environmental responsibility. Through all of that, what has remained constant are the brand’s pillars: comfort, sustainability, and FUN. That DNA is as strong as ever, and I’m incredibly proud to help lead the brand into its next chapter while honoring everything it has stood for since day one.
Surfrider: Being out from under the Deckers umbrella, what is your perspective on the recent changes at Sanuk?
Katie: This transition is a turning point for Sanuk. While Deckers helped shape the brand in many ways over the years, Sanuk hadn’t had the focused attention and investment it really needed for quite some time as a smaller brand among a broad portfolio. Being with Lolë is a breath of fresh air— there’s excitement, renewed energy, and a clear focus on unlocking Sanuk’s potential.
Working with the Lolë team has already been such a positive experience. They bring unique perspective, nimbleness, and an immense respect for brand identity. It feels like a partnership rooted in trust and possibility. Having more autonomy to make smart, fast decisions—and the ability to scale with intention—has already made a meaningful impact.
Looking forward, I’m energized by the opportunity to build and empower a passionate team that believes in the brand and the journey ahead. The foundation is there—and now we get to build something really special.
Team Sanuk!
Surfrider: Sustainability has been central to Sanuk’s work from the beginning, such as with our combined work on the “2 Miles of Smiles” in Santa Barbara, CA and through collabs such as “Protect Your Happy Place” with Ozzy Wright. What does commitment to sustainability mean to Sanuk today?
Katie: Sustainability isn’t just a checkbox for Sanuk, it’s embedded in who we are. We’ve always believed that being kind to the planet should go hand-in-hand with making people smile. While it’s admittedly more challenging to drive large-scale sustainability efforts outside of a bigger organization, our commitment hasn’t changed. We continue to prioritize responsible materials, work with partners who share our values, and make thoughtful choices that reflect our long-term goals. It’s a journey, and we’re in it for the right reasons.
Day to day, it shows up in everything from the components we choose, like natural rubber, hemp, and recycled content, to how we package and ship our products. It also guides our brand storytelling and community partnerships. Everyone on the team understands that sustainability is part of our responsibility, and we value the opportunity to continuously do better and lighten our footprint.
Sanuk and Surfrider at a beach cleanup in Santa Barbara, CA.
Surfrider: Together, we have accomplished so much between Surfrider and Sanuk. What are you looking forward to with the Surfrider partnership?
Katie: The Surfrider partnership is one of the things I’m most proud of. Our missions align so beautifully, protecting the places we all love and play in. I’m incredibly grateful for what we’ve done together, and I truly believe we’re just getting started. Looking ahead, I’m excited about deepening our collaboration and bringing even more visibility to the amazing work Surfrider is doing. Whether it’s through new marketing collabs, shared storytelling, or community activations, I’m eager to create more moments that inspire action and remind people that fun and responsibility can go hand-in-hand.
Thank you, Katie! You can shop Sanuk and learn more about our work together here.