At the end of the 1990s, Jeffrey Kelly designed the products which began the brand Sanuk ("fun" in Thai) from his home in Southern California. Innovative, unique, and audacious, the brands first shoes were made with soles designed from straw floor mats. Comfort is guaranteed, and the brand has become a huge success. Building on a "fun philosophy", the unique brand is oriented towards well-being and casual style. The brand's slogan: Smile, Pass it on!