Damien “Dooma” Fahrenfort moved to the U.S. at the age of 21 as a pro surfer with Billabong. From there, Fahrenfort was then picked up by Rusty U.S., and rode for them for a few years before being offered a job at Quiksilver. At the time, he ran a blog, Doomasrumors, that consisted of industry gossip, and Quik recruited him to create content for the brand.

Fahrenfort spent the next two years honing his skills with Quik, before jumping on the opportunity to run Stab mag in the U.S. Two years into that venture, Dooma teamed up with a local friend with the goal of filling a void for a better menswear store in Venice, California. In 2015, General Admission sprung to life, creating a retail space that was true to the community, and providing a fresh spin on traditional models. Recently, the store opened a coffee shop within its quarters. Building this type of business model in the current retail climate has forced Fahrenfort and his team to be smart and move quickly.