Luke and Fah, the lovely Koople

“I’m no model,” says Luke Stedman of an advert he recently did for French high-fashion label Kooples. “I only got a run ’cause they liked the look of my gal.” Luke scored inclusion in the campaign after his gal Fahrani was offered the role and asked if she had a counterpart. The trip, for Luke, was mostly about bragging rights: “The whole flying to Paris for three days to be in a shoot with my girl for a dope brand in a romantic city is, to me, super fun and exciting. I can put a tick in that box now.” An ex-dream tour star, Luke’s been doing a fistful of ‘QS events this year with the prospect of a couple more, but lately his world’s been consumed by his new label, Insted We Smile. “I had no major sponsor and I wasn’t getting any brands that I was interested in knocking on my door, so I was like, ok, why don’t I just start making my own clothes and I can sponsor myself (laughs). I’m just making tees and I don’t plan to make too much more at this stage. I got some cool guys helping with designs, like Steve Olson from the states, and my girl’s always contributing, too. I wanna make the clothes that I don’t have in my wardrobe.” Although he’s been surfing a bunch and doing the odd QS, Luke’s steering away from competition: “I’m focusing more on particular projects that involve free surfing. I’ve been working on a choreographed surf show (sponsored by Stab), which is gonna coincide with my label. I also just got a new sponsor, Agent Eighteen wetsuits, and they plan on doing some cool video projects.” So, what else has Steds got going on? “I’m also working with my Dad doing Vertra skin care. It’s starting to take off in Aus and I’ve been trying to help manage some of the growth here. Right now we’re just signing off on the signature Mick Fanning stick. We have plans for a full manicure set. It’s all about saving you skin and slowing the ageing process.”