404

Danny Ching and Greg Jensen struggled to name their SUP board company until the web's '404 Error: Page Not Found' message struck a chord. Faced with domain name limitations, they embraced '404,' aligning with their persistent search and the message's fitting essence—embracing the non-existent. Despite initial doubts, friends and family resonated with the name, finding added significance in Hawaii's 808 area code and Danny's Hawaiian heritage. Ultimately, '404' symbolized their journey and ethos, defining the company's identity.