Our Foundation

Salt Theory was created by Dan Cassara, an entrepreneur with an unshakable love for the ocean and the culture that surrounds it. For Dan, the surf lifestyle has always been more than boards and waves — it’s a philosophy of freedom, simplicity, and living fully in the moment.

Though not a surfer himself, Dan spent countless days by the ocean, drawn to its rhythm, its energy, and the culture it inspires. Over the years, his connection to the water deepened through his regular travels to the Hawaiian Islands, a place he now calls his second home.

For Dan, the ocean represents freedom, balance, and simplicity — values that anchor Salt Theory. The brand is his way of channeling that love for saltwater living into clothing that reflects coastal grit and timeless ease. Salt Theory is built for anyone who finds peace in slowing down, chasing sunsets, and carrying the spirit of the tide into everyday life.