The Inertia Founder

The Inertia

This is what Encinitas royalty looks like. Rob Machado, king of style, and his wife, Sophie, have teamed up to launch Salt Collection, a shop for men and women in their hometown of Encinitas.

Sophie explains that the project was spawned from their travels, and features a bevy of aesthetically pleasing goods from choice artisans from around the planet. The shop also features custom art from local artist Sage Vaughan, but what Machado enterprise would be complete without primo board candy from the man himself via Rob Machado Surfboards? Turns out, when Rob’s not shredding all around the world or down the street at Seaside, you might just catch him at the store. He might even make you a custom board. In fact, that board might even be pink.

“They’re all custom, and if someone wants to come in and says, ‘I want that board, but in pink,’ Great. Go for it,” says Rob Machado. “I’ll make you one. Come on in!”


Sophie Machado posted on her Instagram:

“Dreams really do come true! Welcome to Salt Collection, our Machado beach bungalow inspired by travels from around the globe and locally. So excited for this new chapter and all Gods blessings!! @salt.collection NOW OPEN! 10am • 6pm Tuesday – Sunday!”

So drop by the shop. Rob will make you a pink board.

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