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ASB MAGAZINE: Former General Manager for Electric Australasia, Damion Fuller has exited the business to pursue new opportunities with Aloha Zen, the surf apparel and homewares project he started while living in California. Fuller announced via Instagram that he’d taken the leap to follow his passion and dedicate himself to working full time his partner Fern Levack on Aloha Zen.

“At the end of the day Aloha Zen is the essence of who I am and what really matters to me. Surfing, authenticity and friendship,” said Fuller.

“It has been just over three and half years since we moved the Electric office from Byron Bay Industrial Estate to Camperdown to explore new channels of distribution and be more actively involved with our buyers, the action sports media and local stylists”

“It’s been a great ride for me and I’ve enjoyed working with some great people in the US. I feel that I achieved all I can for the business in OZ and it’s time for me to move on and for Electric to re-structure to be better suited to the changing Australian market place.”

An official announcement regarding new management at Electric is expected to follow. In the meantime, checkout