Who Is SFR
Welcome to a way of life where the love for the Santa Fe River is shown through empowering designs and innovative ideas that are not only striking, but transformative. This is a journey fueled by purity, ingenuity, and passion—where every spring has a voice, and the river itself follows you home.
Rooted in the River
Our story begins on the banks of the Santa Fe River—paddling its bends, swimming its springs, and learning its rhythms. What started as time spent outdoors quickly became something deeper: a responsibility to protect, celebrate, and share this extraordinary ecosystem in a way that feels authentic, inspiring, and lasting.
The Santa Fe River is more than water flowing through North Florida—it’s a gathering place, a teacher, and a source of renewal. Every clear spring, quiet cypress bend, and sunlit ripple has shaped who we are and what we create.
Designed with Purpose
Everything we do is guided by intention. From apparel and visual design to experiences and digital tools, our work is inspired directly by the river’s clarity, movement, and resilience. Our designs are meant to empower—connecting people to nature, to each other, and to a slower, more meaningful way of life.
We believe good design should do more than look good. It should tell a story, spark curiosity, and invite people to care more deeply about the places they love.
Innovation Meets Stewardship
Innovation is at the heart of our mission—not for the sake of novelty, but to deepen connection. Through thoughtful experiences, creative storytelling, and evolving technology, we aim to help people explore the river with respect and understanding.
At the same time, stewardship guides every decision we make. We are committed to promoting responsible recreation, environmental awareness, and a lasting respect for Florida’s springs and waterways—so future generations can experience the same magic we do today.
A Community, Not Just a Brand
This is more than a business—it’s a growing community of paddlers, explorers, artists, families, and river lovers who believe in protecting what makes the Santa Fe special. Whether you’re joining us on the water, wearing a piece inspired by the springs, or discovering a new story along the river, you’re part of something bigger.
Every spring has a voice.
Every journey leaves an impression.
And the river—once it finds you—never truly lets go.
Meet The Creators
SFR Springs was founded by Jay and Paul—two people who don’t just visit the Santa Fe River, but live alongside it. The river isn’t a destination for us; it’s part of our daily rhythm. It’s where mornings begin, ideas are born, and perspective is restored.
Spending countless hours on the water revealed something simple but powerful: the river speaks to people differently once they slow down enough to listen. What started as shared days paddling, exploring springs, and welcoming friends to experience the river soon evolved into a calling—to create something that could carry that feeling beyond the shoreline.
Turning Experience Into Purpose
An avid snorkeler, writer, artist, and graphic designer, Jay brings a creative eye, an imaginative spark, and a deep understanding of the layers and stories held within each spring. Blending design, storytelling, and thoughtful depth. Jay helps the river’s spirit live on through meaningful experiences, visuals, and products that connect people to the water long after they’ve left its edge.
Hunting, fishing, and paddling the Santa Fe with his family, Paul brings a tradition and heritage mindset, rooted in authenticity and care. With a deep respect for the land, nature, and strong sense of community forged by the many fond memories created by those experience. Paul leads with unwavering stewardship—ensuring that everything created honors the river rather than taking from it. Not just for today, but for generations to come.
Together, they built SFR Springs as a reflection of how they live: curious, intentional, and rooted in place. Every decision—every design, experience, and idea—is shaped by firsthand connection to the Santa Fe River and a shared belief that protecting what we love starts with helping others truly understand it.
Contact us
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