From Andalusia to the world: the 'made in Spain' surf brand that revolutionized Tarifa

You've probably come across someone wearing a T-shirt with the slogan: "Born in the South" on more than one occasion. An aspirational phrase, often rooted in and with a certain sense of belonging to a land as admired as southern Spain. Printed on T-shirts, overshirts, bags, and even caps , this is one of the most requested phrases by Sam Newman Clothing 's customers. An Andalusian brand born from an art direction project in 2014, of which Sam himself is the founder and designer. With meticulous attention, he personally designs each garment, offering high-quality contemporary pieces that defy passing trends. "Our dedication to timeless style sets us apart," they explain.

With a firm and confident approach that maintains the casual feel that inspired their origins, their clothes are manufactured between Spain and Portugal. At Summum , we sat down to chat with its founder, Pablo Romero , about the challenge of creating a menswear brand from scratch, the importance of sustainability in the industry , and the keys to dressing well in summer without losing elegance, even if temperatures in the south are over 40 degrees Celsius in the shade.

- How did it all begin?

It all started in 2014 with a project I decided to call SAM. It was a way to create my own alter ego, reflecting a creative, curious, and down-to-earth person. The beginning was with a suitcase in tow, selling clothes to friends and acquaintances. At the same time, I traveled between Madrid, Barcelona, and Sotogrande, selling at flea markets for emerging brands like Palo Alto Market Barcelona, of which I have fond memories, or Mercado Central de Diseño in Madrid. After two years of doing this, and sensing that I needed to take a step forward, I decided to settle back in my hometown, which I was homesick for and which also offered us many opportunities to lay a foundation and think about growing.

- What sets your firm apart from others?

Sam's personality, the creativity of his illustrations, and the different concepts we try to bring to our clothes—his style, which doesn't follow trends, seeks authenticity and, above all, timelessness in his garments. We're not fans of the ephemeral.

- What is the creative process like?

Any corner of Tarifa, an afternoon stroll by the sea, a coffee in a small square in Marbella's old town—the colors don't come from the color chart; I perceive them everywhere, like the style of the clothes we design. I absorb ideas in those places where I feel like Sam and connect with the calm and peace that the South brings me.

- What personal or cultural influences have shaped your aesthetic vision?

Holidays in the South, the beach, trips to the South of France, the relaxed style that you get in those kinds of places.

- How do you manage to maintain a balance between design, sustainability, and real lifestyle?

The main idea is to offer timeless clothing that will stay in your wardrobe for 8 or 10 years, and that you can change with your child! We're committed to sustainability, from the way we produce to the fabrics we work with. Although we don't talk about recycled materials, we've been using them since the beginning.

- How important is it for the brand to be "made in Spain"?

It's one of our pillars. From the very beginning, despite assuming very high production costs, at Sam we've opted for domestic manufacturing; our suppliers are an extension of the brand and family. We try to support the textile industry whenever possible, even recovering small factories in the province of Málaga.

- What has surprised you the most over the years?

The attraction of international customers and how they value our brand and become loyal customers from the very beginning. We have customers who started buying our shirts in Palo Alto (Barcelona) and still visit us every summer.

- How do you envision the future of the brand?

I imagine it growing safely and sustainably. I imagine the brand in vacation spots across Southern Europe, and why not around the world.

- What is your best-selling item?

Our customers generally recognize us by our T-shirts and sweatshirts. We can express many creative ideas through them, and I think they make our clothes very recognizable, although pants and jackets are becoming increasingly popular. One of our icons that has been with us since the beginning is the worker jacket, which we sell year-round. We will never abandon our favorite product: the shirt.

- If you had to define the brand in a single phrase or slogan, what would it be?

Timeless, Calm, Holidays, South and Sea.

1. Go for linen joggers and Hawaiian shirts, they're perfect for the hottest days in the south.

2. For a cooler night in Tarifa, joggers will be a great ally, perhaps combined with a shirt.

3. Basic garments that combine linen and cotton in relaxed fits and a very unisex approach, it never fails.

4. Combine your looks with classic leather boat shoes or espadrilles for a more relaxed daytime look.

5. For a special day at the beach or pool, pair your swimsuit with a printed shirt.