Imagine you could make your own hours, run a business you love and are passionate about, meet new people, travel, and make a difference in the world all at the same time? Well, Jeff Duke from Lifestyle Over Luxury does just that, and he makes it look pretty easy. (And fun!) We have a lot of heart here at Eve for authentic people who live life on their own terms. We also really respect people who not only follow their dreams, but make a positive impact along the way.

Jeff Duke is the founder and creator of Lifestyle over Luxury, an eco-conscious apparel brand for the modern adventurer. Their brand name really says it all. L/L believes that life is about a lot more than fancy cars and fat bank accounts. It’s about creating lasting experiences, meeting new people and exploring this awesome place we call Earth. At lifestyle, they’d rather wake up somewhere new than somewhere nice. Lifestyle has built a community of believers, chasing passions and dreams that consist of experiences not expenses. Memories over materials. 

With big dreams and a lot of charisma, Jeff launched Lifestyle from his parent’s basement a year ago. After a year of saving, Duke had enough to buy his converted surf van - Lucy - and took it across North America this summer selling his hand pressed shirts & gear from the back of his trunk. Today, he’s here to share his story and chat about the positive impact he’s having on the beaches of British Columbia.. and a little bit about how his travel partner, the Preston Duffle stacked up to life on the road.

My name is Jeff Duke and I’m the founder of a company called Lifestyle Over Luxury Co. My life is a little less than what you’d consider ‘normal.’ I run L/L from the back of my converted surf camper-van, which is also where I live full time. The last three months I’ve drove 20,000kms across the US to Mexico and up the entirety of US highway #1 to Vancouver Island which is where I sit as I write this. The back doors are cracked overlooking the city and a slight mist covers the back screen. Lifestyle Over Luxury Co. sells Canadian made eco-conscious clothing mainly from bamboo and organic cotton. With every purchase made an entire bag of trash is cleaned up off BC beaches. We sell our incredibly comfy threads online which allows me to run the business off my laptop when I travel and surf.

I came across EVE through a mutual friend and was immediately stoked on their commitment to sustainability. Of course L/L is committed to the environment and we truly believe that is something every business should fiercely dedicated to. When I learned about how EVE makes their bags from cork instead of leather meaning they are 100% Vegan, I had to reach out to them. The owner is an absolute legend and we found common ground on a mutual respect for the environment and our commitment to making a difference through our businesses.

I was lucky enough to pick up the Preston Bag and honestly it hasn’t left my side since. I figured I’d use it now and then but it has become a staple in my everyday life. It’s waterproof which is awesome for packing a bag for the beach or a hike into a surf spot; even if it rains when I’m in the water my clothes are dry when I get out. I take it to the gym everyday, which is where I typically shower. It’s perfect carry on size for visits back home since I try to avoid checking anything unless I have to. Space in the van is limited so (sorry Eve crew) but it’s home is stuffed under the bed beside the boards. I was worried this may take its toll on the bag after a while but it literally looks like the day I got it.

As you can tell I can’t say enough about both the bag and EVE company. From someone who can be frugal with his money for obvious reasons, sometimes things are worth the investment especially when quality is paired with a positive effect on the environment. As an added bonus it looks pretty damn fine which works for me since I generally try not to look like I live in a van.