with sand in our shoes and a dumb idea in our heads

The idea started when co-founder Erik, a seasoned designer and veteran of the branding world, took a surf trip in his twenties that changed everything. While wandering through a coastal town in South America, he met a village elder who offered him a mysterious drink, swearing it would lead to "the best sex of his life."

The strange, humorous, slightly mystical encounter inspired the launchpad for a brand that celebrates regional legends, dumb jokes, and the stuff you only hear about when you're a few miles off the highway.

But Erik didn’t build Lil Johnsons alone.

Enter Melanie — co-founder, creative powerhouse, and lover of the great American Roadtrip. Where Erik brings design chops and industry experience, Melanie brings community, energy, and a sixth sense for what makes people laugh. A natural host and a curator of joy, she’s the kind of person who throws a party and remembers your dog's name. Together, they fused their talents and jokes found in their travels, to create something wearable, weird, and wonderful for everybody.