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IT’S eight o’clock on a Thursday morning and Gold Coasters Damon Nichols and Joel Scott are at Brisbane Airport tucking into breakfast — bacon, eggs and a cold beer.bape shark hoodie x stussyThe two members of exploding Gold Coast lifestyle and clothing brand The Mad Hueys are off to Bali for a World Surf League qualifying series event.gatlinburg hoodiesNot just any WSL qualifying event — the Komune Bali Pro presented by The Mad Hueys.It may be the most fun surfing contest on the planet and promises to result in a zany highlights reel of on and offwater action.tudung hoodie online singaporeSEE THE GOLD COAST BULLETIN’S COAST WEEKEND MAG EVERY SATURDAYMORE GOLD COAST NEWS & GALLERIESIt’s what The Mad Hueys do — film themselves having a blast on surfing and fishing trips and put it online for fans like their 178,000 Instagram followers. arb hoodie

No wonder they’re excited.north face denali jacket mint blueIt’s not just because their Mad Hueys brand has gone bananas of late.frc hoodieOr that they now have three state-of-the-art fishing boats and a line of merchandise including hats, T-shirts and hoodies being snapped up.Or that in Bali they get to compete alongside star pro surfer Taj Burrow and ex-pro turned big wave rider Dean ‘Dingo’ Morrison.Or that the heats, which run for four days, are followed daily by pool parties.What’s just as exciting for Damon, a plant operator for a construction company, and Joel, a Channel Nine cameraman, is they’ll be joining good mates and fellow Mad Hueys like Shaun and Dean Harrington for a week of good times.The Harringtons were already in Bali, part of a Mad Hueys advance party that set the tone for the event which also has a serious side for those wanting to qualify for the WSL.

You’ll remember Shaun — he’s the world-famous Huey who was filmed swimming with a tiger shark while wearing nothing but a birdcage for protection. But we’ll get to that stuntgone-wrong a bit later.Meanwhile, it’s time for bacon, eggs, a beer and the excitement of what’s to come — particularly for Damon whose one-year-old twins were born at this time last year meaning he couldn’t go in 2014.“From what I heard it was pretty crazy. But I know what’s coming — I’ve been on a lot of other trips with these boys. It’s going to be action-packed. It’ll be sun and beers and surfing,” he says.And little sleep no doubt.Damon adds: “I’m probably going to age about 80 years in five days.”Coast Weekend sat down for a few beers with The Mad Hueys last month to reflect on the burgeoning success of their brand.Damon, 36, Joel, 35, and Shaun, 30, happily popped a few cold ones while telling their story at their Burleigh Heads clothing factory, one of two factories.They also have three boats, a beer label and thriving online merchandise sales.

The Mad Hueys employ three full-time staff to keep up with the demands of the business.Or as Damon puts it: “We don’t have to worry about all that crap. We can go off and do our thing and other people sort out all the stuff we know nothing about. That’s why we have people to help run the business because it kind of is a little bit, not out of our league, but it’s bigger than we ever expected it to be and we needed a bit of help directing the company.”It enables them to focus on the important business of surfing, fishing, having a few drinks and filming it.And boy do they love their fishing — and respect the key role the sport has played in their growing empire.While they grew up mad-keen surfers, the Mad Hueys thing began with the Gold Coast Flathead Classic.Damon says he and Joel first entered in 2008 at the behest of local fishing identity and expert Paul Burt.“We weren’t even fisherman — we used to fish but not really,” Damon says. “We just chucked the line in.

We didn’t know you could actually target a fish. He showed us how and we thought ‘let’s go in as a laugh’.”They invited Shaun to join the next year and have taken part ever since but it was 2010 when they entered as The Mad Hueys and started filming their antics.Damon recalls: “We just did our normal thing: went mad, had the sickest weekend, filmed it and threw it online just as a joke and everyone loved it. A year went past and we decided to make T-shirts and a few hats for ourselves and at the competition everyone asked if we were going to make another video. The next year was even more loose and then it just started from there.”Their online antics have sustained and boosted their profile.Among highlights are the Shaun versus shark encounter and brother Dean bungy jumping off a bridge using surfboard leg-ropes.They weren’t universally loved, Joel notes of the Classic, saying: “(Some Flathead Classic) crews just wrote us off like ‘these idiots, all they do is just drink’.

But then we came in the top 20.”Paul Burt takes credit for kickstarting it, having lent them a boat the first time they entered.“The way they go about fishing is unique. Some don’t endorse it. Some of the older generation, it’s not their cup of tea but good on the boys — they have found their niche.”Damon says while they’re not claiming any credit for it, they’ve seen the event grow in size to boasting more than 200 teams nowadays with a “mad party aspect” for some: “I don’t know if we influenced that but there are people who fly up from interstate and all want to hang out.”He notes they no longer camp and have upgraded to hotel accommodation: “We used to camp in the camping ground but we weren’t allowed to go back. That was a couple of years ago, we thought it would be fun to stay and invite a few people but it didn’t end up too good.”Soon, they started the first merchandise sales in a very basic way.Joel: “I used to go to Pacific Fair and get a blank hat.

I’d walk in and get 40 hats and say ‘I’ll take these mate’. I’d take them to the printer, print them up and sell them for $20.”Damon: “The first lot of shirts we made, you’d wash them and they would just turn into a crop top. We didn’t know what we were doing, just ordering blank T-shirts from China or somewhere and it’s the most horrific fit. It’s nuts how much it has changed now though.”Now they have a designer who consults them regularly and Damon is amazed at the span of online orders — places include Saudi Arabia and Ireland.“When you see some of the places, it’s crazy. You see the order list and you just get blown away. I don’t even know how they hear about it.”He won’t disclose how well they’re doing from merchandise sales but says “it’s definitely up there”.“I don’t want to say exactly how much but we do well. We started off in a garage, then moved to a factory and we moved to where we are now a few months ago. But we had to renovate because we’re nearly outgrowing that one.”

The success hasn’t just been great personally but has also benefited some of their friends plus charities.The Mad Hueys recently did a ‘Lest we forget’ shirt for the centenary of the ANZACs, donating several thousand dollars from sales to local RSLS and they’ve done a similar promotion to raise money for the Cancer Council the past few years.Separately, The Mad Hueys have a stable of athletes they support. They include Morrison, an ex-pro surfer who now pursues big wave riding, aspiring pro surfer Brent Dorrington and Toowoomba’s Carl Jocumsen in the US tackling the professional bass fishing tour.None of The Mad Hueys — including Damon, Joel and Shaun who are all married with kids — are quitting their day jobs just yet.“We don’t know if it’s going to end tomorrow,” Damon says.“We turn over a lot of dollars but invest a lot back into the business. Some people see us and are like ‘you guys are killing it’, everywhere you walk you see our hat, our shirt.“But people don’t realise we’ve got four to five people working for us, wages, factories, boats.