People ask why Monterey, usually with a small note of surprise, like they expected me to say Los Angeles or Tokyo or somewhere with more obvious gravity. The honest answer is that this is where I stopped feeling lost.
Monterey does not perform. It has the ocean and the fog and a car culture that shows up every August like the tide, and the rest of the year it just goes about its business. There is room here to build something slowly. Room to choose space instead of filling it. That is rare, and I did not appreciate how rare until I had it.
Pursuit is Cars. Kicks. Culture., and Monterey is a strange, perfect place to plant all three. It is a car town with a coastline, a short drive from the sneaker culture of the Bay, and small enough that you can actually build a community instead of just an audience. Big cities give you scale. Small ones give you roots. I wanted roots.
The plan is a physical Pursuit space, coming to Monterey. A room that feels the way the best rooms in Tokyo felt. Made with care. Open to whoever wanders in. A place where the person into vintage sneakers and the person into old race cars figure out halfway through a conversation that they have been chasing the same feeling in two different shapes.
Car Week is part of it, obviously. For one week this town becomes the center of the automotive universe, and then it exhales and goes back to being a place where people walk their dogs on the rec trail. I love both versions. The point of the space is not to only exist during the loud week. It is to be here the other fifty-one, holding room for the people who care all year.
I could have built this online and never signed a lease. Cheaper, safer, no rent, no overhead. But the thing I felt in Tokyo, the thing I have not been able to put down, was never something you feel through a screen. It was rooms. It was being welcomed. You cannot ship that. You have to build the room.
So we are building the room, here, in Monterey, coming in 2026. If you are local, come by when the doors open. If you are not, the online Vault is already here, and the door is open either way.