The metamorphism of Change and Cycles of life.

pre-serve: verb \pri-ˈzərv\ to keep something in its original state or in good condition
live:  verb \ˈliv\ to be alive
pro-tect:  verb \prə-ˈtekt\ to fight in order to keep someone or something safe; to not allow a person or thing to hurt, damage, or destroy someone or something
truth: noun \ˈtrüth\ the quality or state of being true

It just takes a second to hear yourself breath – a mere second to refocus on where you’re at when you’re in the outdoors, in order to appreciate the natural beauty happening around you and others. Every cycle in nature has its own order of routine which has remained consistent since the beginning of time. Forever changing platforms beneath our feet transform from trails to bushwhacking to traversing through rivers, feeling the fighting currents swarm around your legs. One wrong slip and you submerge in this rushing river, suddenly taken down. You are now alive! You feel the adrenaline rush! You are living in the moment! Your spirit is now awake! But you’re actually connected by the intricate threads of your life woven suddenly into the unknown with nature’s thread, feeling out of control as you are being pledged into her realm, giving you a brief understanding of how delicate you are and how powerful she is. Lesson learned.

You can’t mistake the beauty of carelessness without consequences which tend to fall short from our on behavior in how we perceive breath and adapt to the environment. We are only a visitor, we are forced to realize the importance of our existence and how delicate the space we are standing in can be damaged, loved, produced, and nourished. It is our responsibility to pass this on and to share. Nature is not a game, but rather a life of enjoyment, a place of healing and a haven for all souls to be inspired. Inspired by the law of gestalt in order to adopt and extract the theory of humanity and nature forming all animals, insects, plants, and rivers which form together by regular and irregular patterns of design, simplicity, and order. This law implies that individuals of all walks of life, race and color, grand or petite, perceive the world and learn (or re-learn) to eliminate complexity and unfamiliarity by way of observing the reality in its most simplistic and raw form. By eliminating extraneous stimuli such as cell phones, video games, music, television, and media to a place where the mind can regain focus and clarity to create meaning allows our perception to convert into the idea of preserving – to protect, to live and to know the truth which transfers into a global perspective. For us all, focusing from our consciousness to change that which happens around us from our past to our future is comparable to a cause and effect. If nature can be in uniform, in sync, and function as a machine of beauty and life why can’t we?

River Ink – The metamorphism of Change and Cycles of life.

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Preserve. live. protect. truth Shirt available here!






carpe diem quam minimum credula postero

carpediemadThe ode, carpe diem quam minimum credula postero, meaning ‘seize the day, put very little trust in tomorrow [the future]’ communicates that the future is unforeseen, that one should not leave to chance future happenings, but rather one should do all that can be done today to make the future better.

The day we set foot into the outdoors or we wade through the pulsating veins of the earth we call ‘rivers’ could be our last chance to witness the magic culminating around us. The brand of Soul River goes deep, deeper than an apparel line. It is a tapestry which connects us all to our most intimate, closest moment or our awakening toward healing of our soul. What is most important is the treasure we hold closest to us knowing and appreciating the great resource and healing powers nature has to offer and share with us. In the physical realm of importance lays our family, close friends, and sometimes even strangers.

The rivers runs deep, metaphorically speaking! Race is not an option, color is not an opinion, ignorance is not tolerated. We strive to make the green ‘our green’ and this is our color of prayer. Our nation and our brand is to celebrate. Carpe diem!

Support Soul River and purchase one of our awesome signature trucker hats ready for you to represent the outdoors and carpe diem!

River Ink


Our lives are journeys. Oftentimes, we are not fully aware of our surroundings and how they alter and influence us physically, mentally and spiritually, but we naturally take the journey even if the path seems unclear. Many of us are fortunate to have the lifestyle to get outdoors and explore a variety of recreational activities. It’s easy to take this part of our journey for granted and see the sport as one of pursuit not realizing what is right in front of us. Then again, there is also a handful of people who do not have the lifestyle to do such a thing. For me, getting outdoors has become not only a journey but a pursuit of opportunity waiting to be discovered and even challenged. I take this journey every chance I get when I go to the river to fish. I appreciate what is around me and in the water of what I may be chasing at that time; fishing simply becomes the by-product. The vehicle of exploration leads me to a self-discovery of “change” which is my transformation, my balance, and my church as an angler. On the other hand as a Creative Director/ Designer my journey has lead me down various professional paths through design, fashion and photography working in various design firms and agency’s throughout NYC, LA and Hong Kong. These various paths of opportunity to design has also lead me around the world, as an outdoorsman backpacking, seeking and embarking life into the now, to feel what it is like to live in the now.  To be shaped over time in the world is like moving through experiences in real-time, adopting an anthropologist’s personality of design weaving in and out of cultures. To experience human connections around the globe of music, art, language and various story tellings.


At one point in my journey I embarked on a 3-month backpacking discovery through Japan. I began my trek in Kummoto and eventually reaching Oturo. My passion of design, adventure, outdoors, and cultural experiences led me into doing some unique creative exercises of collecting symbols along my journey, snap-shooting my findings, and ultimately using this as a symbolic, creative exercise. I cataloged these captured, symbolic images into an archive mixed of Japanese design such as shapes, lines, typography, cool Kanji writings with hair brushed on paper, and, of course, some anime.

At one point, my path eventually crossed into the forbidden world of the Yakuza. Stumbling across some members I noticed their tattoo designs opened the door to them showing me a different perspective of how design impacts and embodies their culture and society presenting the deepest meaning and honor of the Yakuza. This greatly influenced me to see and learn their art, to hear their story telling, and to capture their culture and see how it ties into Mother Nature. Water, koi, nature, and mythical dragons are all but symbols that hold deep-rooted value in the Yakuza culture. Tattoo design was forbidden in Japan for quite some time and most places still today do not accept the art into a place of service, such as traditional restaurants or establishments.

Being influenced by our surroundings and what we are exposed to in life leads me into today as an angler sharing the water with friends by passion and seeing change around me and in this sport. More individualism is coming out from the neutral tan- and brown-colored cloth uniform. The fly fishing vest is exchanged by a hoodie, the face is getting covered with a buff and a trucker hat looking like an outlaw in character yet still passionate of the sport and appreciative of the culture. Mesh culture is in the making and has been almost underground for quite some time. Every year mesh culture is coming on stronger, faster, smarter. Where there was once not the acceptance, there is now some acceptance as the norm is abnormally mixed with vibrant color and equality of differences, regardless of socioeconomic status, practically abandons the elite standing still in time and place.

I was commissioned to design a custom tattoo for another young angler who identified with the outdoors and river. He gave me the creative license to move forward on a design for his arm as a sleeve. The client shared with me his interest and I added to it to develop and customize the design for him. The design connected with the client on a deeper meaning in some way, deep within his soul, and the biggest portion of who he identified himself as was an angler spending time on the water.

About the customized design:

Inspired by fresh-water nymph, the Naiad who inhabited the rivers, streams, lakes, marshes, fountains and springs of the earth. Injected with a flare of Yakuza design, water-style scene. Balanced by Greek mythology and Japanese culture, combined into one tattoo design of technique and style both having the balance of the river (water) and rich culture of beauty spirited by the Naiad protecting water masses, stretched and integrated with formed, dramatic  water. Displayed the moving of life species feeding through one energy source to infinity.

Medium: Pen and ink
Application: Tattoo Design (sleeve)

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Tight Lines,
Chad Brown

Our new SR Waypoint Packs!


INTRODUCING OUR NEW SOUL RIVER LINE WAYPOINT URBAN OUTDOOR BAGS -We’ve been hard at work to create a new concept and a new line. One that is made right here in the Pacific Northwest and meets the needs of all urban dwellers and anglers alike. The new products demonstrate excellence and progression in our designs. Chad Brown of Soul River has been collaborating with local, home-grown manufacturer Blaq Paks, based in Portland, Oregon who specialize in making bags for the everyday, common commuter and cyclist. We are proud to have Blaq Paks as our manufacturer and its awesome to know that not only are the bags U.S.-made, but you can rest assure that every detail is custom-designed and illustrated authentically by Soul River. We proudly introduce to you the Waypoint Messenger and the Waypoint Backpack! Both balance a combination of urban fashion with outdoor lifestyle , functional, high quality throughout with unbeatable durability.

Grade A, 100%, organically and locally made in the SE blocks of Portland, Oregon, this intricately sewn and fabricated bag is truly guaranteed for life! Soul River believes that a backpack should be designed to endure everyday roughage – from being thrown on the pavement, to falling into the river, hustled on a city bike commute through a rainstorm, muddied from a savage trek on hiking trails, to being over-stuffed with life’s most treacherous objects like rod parts, fly hooks, mechanic tools, or university binders. Clean design and a handsome finish are equally important. A backpack should look as good as it is fits, and be as personal to its owner as it is durable.

Constructed with 1000 Denier Industrial Codura Fabric
18oz Vinyl Coated Polyester linen
Top grade COBRA Buckles
YKK #10 Heavy Duty Zippers

Dimensions: 13.5″ wide, 6.5″ deep, 16″ tall closed, 26″ tall open
Breaking Capacity 1500 lbs
Water-proof floating liner with rolltop closure



WAYPOINT Messenger – Grade A, 100%, organically and locally made in the SE blocks of Portland,
Oregon, this intricately sewn and fabricated bag is truly guaranteed for life! Soul River believes that a bag
should be designed to endure everyday roughage – from being thrown on the pavement, to falling into the
river, hustled on a city bike commute through a rainstorm, muddied from a savage trek on hiking trails, to
being over-stuffed with life’s most treacherous objects like rod parts, fly hooks, mechanic tools, or university
binders. Clean design and a handsome finish are equally important. A bag should look as good as it is fits,
and be as personal to its owner as it is durable.

Constructed with 1000 Denier Industrial Codura Fabric
18oz Vinyl Coated Polyester linen
Top grade COBRA Buckles
YKK #10 Heavy Duty Zippers

Dimensions: 15″ wide, 7.5″ deep, 12″ tall
Breaking Capacity 1500 lbs
Water-proof floating liner with rolltop closure


Tight lines,

Chad B.

Partners shares their talent as ONE. “Soul Search”

Three talented partners collaborate as one artistic arsenal to tell short stories with impact and emotion. Guided through high-quality direction and shooting style in the outdoors. Through the stories we pursue and tell, each partner strives to infuse masterful talent through professional execution in order to give a breath of fresh air and to keep you craving more. A short does not compromise the production of quality and quality does not compromise a short story! A unique visual perspective in storytelling.

Partners: Northwestern Exposure   Aerial Media Works & Soul River Runs Deep

We are always looking for the next collaboration!

Soul Search from AerialMediaWorks on Vimeo.

Tight Lines!


The word “tattoo” is derived from two languages – the Polynesian word ‘ta’, meaning to strike something and the Tahitian word ‘tatau’ meaning to mark something


The history of tattoo art began over 5000 years ago and is as diverse as the people who wear them. The first tattoo is rumored to have been an accident which took place when someone had a small wound and rubbed it with soot and ash from a fire pit for relief and healing. Once the wound had healed, they noticed a permanent mark. Despite the society’s growing fascination and immense popularity of tattoo art, the art and practice doesn’t hold much of an historical record. According to the historical records we do have, tattoo art spans from the ages (Bronze Age and Edo Period) to different cultural influences (Pazyryk culture, Celts, Vikings, and Polynesian) to different regions and countries (Egypt, Japan, Indonesia, New Zealand, Thailand, Africa, England, South America, and North America.)

Today, tattoo art is still an unwritten language which encompasses our personal interests yet is a personal sanctuary of memories we hold close to ourselves illustrating life’s experiences or showing something we identify as what inspires us, drives our passion, or demonstrates the things or people we love. Today, tattoo art is created by inserting colored materials beneath the surface. And where you think you may not find it or may not expect to see it even in the fly fishing world. Personally, fly fishing just happened to be a passion. The sport is full of conservative ideals yet has an under layer culture of people who walk a different walk or have a different background, a depth to the sport, a unique story or blanket of uniqueness of what introduced them into the sport and lifestyle of fly fishing. And yet we are all anglers pursuing that one moment of contentment and happiness on the water – but once the shirt is rolled up or the shirt has been taken off on a hot day, that is when a layer of individualistic spirit is revealed by marks, symbols and illustrations presenting honor, memoir, death or a personal sacred of something about themselves revealing the depth of another person’s DNA code, a road map, a journey to which that soul has experienced. Regardless in how you may feel against this ancient artisan language of coded symbols of tattoo art, of self expression that goes back historically before you and I were conceived, holding rich practice in various societies and cultures which is the fabric of community and growth to adulthood around the world. The art is real, the nature of this person is still just as equal and unique as you are, and it is here to stay even in the fly fishing world.


I recently was approached with an awesome opportunity to design a tattoo for a fellow angler and U.S. Army veteran that tied back to where he served (in Oahu) and where he met his wife. It was an honor to have this opportunity do some design work for someone who was not just a fan of Soul River, but respectfully dug my style as a designer to the point of where he commissioned me to create an artistic tattoo for his back. Awesome! I always welcome the opportunity to do custom design work for companies and individuals today, whether it is to help develop and solve a communication design problem, branding/rebranding, or designing new images. This was an opportunity to work with an Army veteran and his wife by developing a tattoo design that embodied the elements of what they both love, the place where they met, mixed with an Polynesian-style, infused with the sport and life that they love in fly fishing! Having the opportunity to design for a wonderful couple, I was honored to learn their story of encounter, love, and history and then bring everything full-circle by giving a commitment to capture the essence of what they cherished most.

Behind the walls of Soul River I still find myself doing contract commission work for individuals, returning past clients and businesses seeking to build or develop their brand. Before I started Soul River I was blessed to study art and communication design traditionally within the walls of the highly esteemed Pratt Institute in New York City. I learned the art of visual communication design and had the opportunity to study under some of the most respected professors including Mr. Tony Dispinga, a master and expert who has made such an impact in the area of design not only in American history but throughout the world. Neville Brody, Milton Glacier, Saul Bass, Paul Rand, David Carlson, Barbara Kruger, and Stefan Sagmeister, to respectfully name a few world-renowned creative professionals happen also to be on my list of favorite designers who heavily influence me as I study their writings and designs. These creative souls are known mavericks in the history of design.


Most of my past work has been developing company brand images, spearheading creative teams, developing campaigns and creating editorial stories through film/video and product/fashion photography shoots around the world. My favorite mediums of design are through fashion, symbolism, and iconography building and developing ideas around ancient symbols and hieroglyphics from our Egyptian, Native American, and Edo Period pasts. It is interesting in how a mark is formed from a deeper meaning into a brand we see today which was once tribal and acted as a mark of survival or spiritual interpretation of telling a story of a particular clan or time. Today, this moves into the fundamentals of design and how we perceive or read into the underlying message of what is being presented whether it is a brand or specific advertisement. Another interest dwells in indigenous culture which is layered by rich history, deep meaning of life, and spiritual realms where nothing is taken for granted and details translate into a different meaning once the layers are pulled back to reveal symbolic design. This concept intrigues me on so many levels and flourishes deeper human connections. This also translates into fashion and textiles, print design we see today in our silk screen or patterns in our shirts and not knowing or realizing how a symbol can be depicted and translated back to a Greek cross or a Chinese monk.


As a designer, creative director, entrepreneur, and founder of Soul River Runs Deep, LLC, I conceptualize, develop, design, and practice out of my humble Soul River office studio in Northwest Portland. I am also a lead photographer and internationally-recognized designer in Asia, having been commissioned numerous times by long standing clients established in Hong Kong, Vietnam and Bangladesh. A most memorable venture was when I worked alongside the government of Bangladesh to design and develop campaign poster advertisements for the Bangladesh Independence Day campaign celebration holiday. Design is meant to live simply, derived from chaotic thoughts and wild fire ideas while channeling back to a simple flow or form of communication which all can respond through emotion, understanding, and appreciation. As a creative professional and anthropologist through design, my passion is to connect your idea to your goal in order to create a meaningful and tangible communication design piece. If you (personally or professionally) are interested in collaborating on projects that you may have, feel free to contact me as I am always willing to find time to connect with new clients.

Tight Lines!