G+G, in a joint venture with Walden Capital Partners, created the Earthly Soul brand inspired by a Montauk surf shop of the same name. Earthly Soul will design, market and brand-manage several product categories including apparel, footwear, bodycare, and home - all based on the idea of fusing an outdoor and surf lifestyle with ancient, indigenous traditions, crafts, and herbology. The brand will be launched with a bodycare collection from ancient earth recipes.