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Indie Brands Catching Big Waves

By Kate Menard

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If you take a look at the ‘Surfwear’ industry, big brands such as Rip Curl, Quiksilver and Billabong have fallen out of fashion and into debt. This is not a reflection of consumers’ interest in surfwear, however. Indie surfwear brands are cropping up around the world and flourishing.

 

Founders of Saturdays Surf NYC from left to right: Colin Tunstall, Morgan Collett and Josh Rosen. Photo via svbscription.com.

Founders of Saturdays Surf NYC from left to right: Colin Tunstall, Morgan Collett and Josh Rosen. Photo via svbscription.com.

 

First opened in SoHo by Josh Rosen, Colin Tunstall and Morgan Collett, Saturdays Surf NYC is a prime example of an indie brand that has exploded on the surfwear scene. Initially a boutique that sold an array of brands, plus its own small line of namesake t-shirts, Saturdays Surf NYC now produces its own diverse range of clothing—including T-shirts, collared shirts, denim, board shorts and outerwear.

 

Saturdays Surf flagship SoHo location. Photo via guestofaguest.com.

Saturdays Surf flagship SoHo location. Photo via guestofaguest.com.

 

Saturdays Surf NYC is currently stocked in major retail stores and opening new locations globally. Its founders were also nominated for GQ’s Young Menswear Designer of the Year award in 2012, proof that surfwear is most definitely still fashionable.

 

Several other smaller surf-lifestyle brands have succeeded, such as Lost Weekend, also based in New York City, and Cuisse de Grenouille in Paris. Finisterre, a small Cornwall, England-based brand, is rooted in founder Tom Kay’s dedication to design for purpose. His product is highly technical surfwear for cold-water surfers and fills an important gap left by lifestyle brands.

 

Sweatshirts by Paris-based brand Cuisse de Grenouille.  Photo via viacomit.net.

Sweatshirts by Paris-based brand Cuisse de Grenouille. Photo via viacomit.net.

 

Born from a counter-cultural ethos, authenticity is vital to the survival of surfwear companies, and it remains to be seen how successful brands such as Saturdays Surf NYC will navigate the balancing act of branching out, while maintaining its indie roots.

 

Based on the article ‘Surf’s Up for Indie Brands’ by Lauren Sherman as seen on www.businessoffashion.com. 

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About The Kate Menard

Kate avidly creates and engages in the digital world. She is also a proud New Yorker and curious adventurer in the real world.

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