“In-Doe-Ek”
Celebrating coastal creative culture. Indoek presents a curated perspective and natural aesthetic to the surfing lifestyle. Born out of a deep passion for aquatic activities and a frustration with an industry that tends to misrepresent them, our goal is to authentically elevate surf culture and champion the creative personalities who have shaped it over the years. We make books + zines, films, random merch products, and sell our friends’ art out of our gallery space in Ventura, California.
Indoek
83 S. Palm St.
B-1
Ventura, CA 93001
Hours:
Th–Su 12–5p
While an exhibit is on view.
Or by appointment otherwise.
Art inquiries:
hey@indoek.com
Design inquiries
hey@italic-studio.com
2010
It's Alive!
Indoek first launches publicly as a bi-coastal blog collaboration between Matt Titone on the west coast and Drew Innis on the east coast. In the early internet days, pre-social media, the blog was used as a means to catalog and share creative interests and inspiration between the co-founders.
2012
The Indoek Wax Kit
Our first original product collaboration came in the form of a “high end” surf wax accessory: the Indoek Wax Kit by Todd St. John. We made a batch of 100, they sold out instantly.
2013
Surf Shacks
Growing tired of consistently posting 3rd party content to the blog, Drew and Matt brainstormed original content ideas that satisfied their own creative passions — specifically photography, film, and design. “Surf Shacks” was the first series born out of this time. Matt shot the first story that summer and there have been well over 100 personalities in the series documented to date with two published books and a third in the works.
2013
The Anatomy Of Owen
With the popularity of the blog at its peak, we were being approached by brands and high profile talent alike to create original content on our organic platform. During this time, we had a unique concept for pro surfer, Owen Wright that was based on his atypical physique among professional surfers. We shot, directed, and animated “The Anatomy of Owen” in house and it went viral from there.
2014
Indoek + ITAL/C
As Matt’s design studio, ITAL/C grew more, Indoek was brought under the same roof as a home for passion projects of the studio.
2015
The Venice Issue
With a slow summer for ITAL/C, we decided to create a new series for Indoek that took our content out of the digital sphere and into printed matter. The concept was city guides for surf towns and we decided to document where we lived: Venice Beach first. Thus, the Venice issue was born, followed by the St. Augustine issue a couple years later.
2016
Surf Shacks Vol. 1
After documenting nearly 50 creative surfers’ homes for the Surf Shacks series online, we published our first coffee table book with German publisher, Gestalten.
2017
27 Frames
We sent 27 single use (disposable) cameras out to some of our favorite photographers, they shot stuff with it, then mailed it back to us. We developed the film and shared the results on the blog. The project then culminated with a group show in downtown LA featuring a curated collection of framed prints from the series with all sales donated to the Surfrider Foundation.
2018
The St. Augustine Issue
Following the success of our first large format “city guide” publication, our second issue made in partnership with Mohawk Papers was based on St. Augustine, Florida.
2020
Surf Shacks Vol. 2
Piggybacking on the success and enthusiasm behind the first book, Matt continued to document creative surfers’ homes around the globe for a second book. Vol. 2 was published during the pandemic, when there was a heightened sense of importance placed on where people lived.
2020
On Surfing
“On Surfing” was a collaborative interview project between Matt and esteemed NY Times writer, Mike Adno. The book is a collection of thoughtful interviews with surf luminaries by Mike and illustrated portraits by Matt.
2023
Indoek Gallery, Ventura
After years of dreaming what a physical space concept would look like for the brand, an opportunity presented itself in Ventura, CA. Recognizing a need for an art gallery and hub to support the creative community in Ventura County, our gallery and storefront fianlly came to fruition.