Great work so far. I think we need to try and incorporate the landscape (waves, mountains) with the idea of smoke...or something along those lines. It can certainly be abstract or more literal - but something that gives a more distinct brand.

I also think that the logo needs to be able to stand alone from the word mark if necessary.

Overall everyone is hitting the mark - but I'm finding a couple overarching issues:

too must stock images - i'm looking for something distinct and unique - that may touch on the ski/skate/surf/smoke lifestyle. The brand will be built around this logo - and the image should be able to stand alone.

this fashion line will be targeted at 18-34 year olds so it needs to be hip, young, cool - and a good looking fashion logo/design. it needs to be something that this demographic want to wear - a true brand.

thanks

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