What started as a humble dream by the sea has become a nationwide success story. Local surf, skate, and streetwear brand drøm is proudly celebrating its 10-year anniversary—a milestone that speaks volumes about resilience, creativity, and a deep love for the Central Coast.
The journey began a decade ago at the Avoca Beachside Markets, where founders Gary and Sheryle Berman first tested their idea: high-quality, locally inspired tees that reflect the laid-back yet edgy lifestyle of the Coast. With zero retail experience and a passion to give their hometown its own surfwear identity, they rolled up their sleeves and got to work.
“We named the brand drøm, which means ‘dream’ in Danish, because it truly was our dream for the Coast to have its own identity,” says Gary.
From market stalls, they quickly expanded into their own brick-and-mortar space in Woy Woy, where they not only sold direct to the public but also printed all designs in-house. Pop-up stores soon followed in major shopping centres like Erina Fair, Lake Haven, Woy Woy Plaza, and Westfield Tuggerah.
Taking the Dream on the Road
Like many small businesses, drøm faced challenges during COVID, eventually closing their Woy Woy store. But rather than slow down, the Bermans packed up their van and hit the road—literally.
Over two years, they travelled the East Coast of Australia, attending markets, festivals, and events, introducing drøm to new audiences. The response? Overwhelmingly positive.
“We realised how much potential there was in other regions,” Gary explains. “And that’s when the idea of bringing on distributors was born.”
Their first distributor, a young family living full-time on the road in a converted bus, began spreading the drøm word in Queensland. The model worked so well that it’s now the main income stream for both their initial distributors.
Expanding the drøm Network
In just the past six months, drøm has returned to the Central Coast, appointing new distributors for the NSW South Coast, with another soon to be announced in Far North Queensland. They’re actively seeking passionate, lifestyle-driven people across Australia to join their growing network.
Meanwhile, on home turf, they’ve hired a local couple to help with printing and running Central Coast markets, ensuring drøm stays true to its roots.
“With our new winter range launching soon, it’s all hands on deck,” says Gary.
A Coast-to-Coast Dream Come True
Reflecting on their 10-year journey, Gary and Sheryle remain grounded by their original mission:
“We’ve come a long way, but our core values haven’t changed. We’re committed to offering affordable, premium-quality clothing with fresh, edgy designs—created, designed and printed right here on the NSW Central Coast.”
From a few T-shirts at a beachside market to a nationwide brand with a growing network of mobile distributors, drøm is proof that big things can come from small beginnings—and that sometimes, dreams do come true.