What is a surf company?
In recent years there's been much hand wringing within the surfing community regarding the direction and intent of the surfing industry. Large companies have the power to affect the surfing experience for everyone so the scrutiny is justified.
Earlier this month Billabong hired a non-surfing CEO, the first time any major surfing company has done so. The appointment of Launa Inman, former CEO of Target, was the catalyst for a simple question: What is a surf company?
We speak of 'surf companies' freely yet what are the requisite conditions? The original companies have clearly changed over the years, so, at a fundamental level, do they still fit the criteria? Or do the changes simpy not matter? I asked six people from across the surf industry to give their opinion. Feel free to share yours at the end.
Phil Jarratt - Journalist and author of Salts and Suits, an authoritative look at the evolution of surf companies. Surf companies stopped being authentic surf companies around 1985, when apparel became their dominant product. Since then the majors have produced surfboards, wetsuits and other hardware purely as a means of retaining a core image that will authenticate their particular brand of the same tees and boardies that everyone else is selling. In this they have been incredibly successful.
Since being removed from the corporate tit a couple of years ago, I grab free stuff at every (rare) opportunity but my surfwear purchasing is exclusively from outlet stores. So, in a mix of freebies and cheapies, I sit here at the computer now in a Rip Curl cap, Deus tee, Quik boardies and Havaianas thongs. When it gets a bit cooler I'll grab my Billabong baggy jeans and Rip Curl Bells 50th hoodie.
I am 60 years old, but as a surf consumer, I am probably also the future. I have no brand allegiance because all the major brands are the same. I will continue to wear surf shit because that's all I know, but when I buy I have only one goal in mind – cheap.
This is the brave new world that Target Lady moves into as the last Salt standing shuffles off home, appropriately, to Salt. She's probably the perfect choice to run a company that's about as surf as Hollister.
Nick Carroll - Long-time surf journalist. What is a surf company? Hmmm...what is a surf company? I reckon one definition might be: a company whose products and image rely on surfing and surf culture for their genesis and continued existence. You could say that of everyone from Quiksilver down to Matt Penn Surfboards.
Does a surf company need surfers in positions of influence? I think many of them have no choice in the matter; many surf companies could only have been started by surfers and thus have had surfer ownership from the get go. Once you get into the publicly owned surf companies it's a different matter, they're playing a much trickier game and need the best people in every seat, and they should not limit their selection to surfers.
What is the risk of having a surf company not run by surfers? In the non-public realm, this one answers itself: most of 'em wouldn't exist without the surfers who started 'em and for the most part still own 'em. In the public realm, the risks are different. CEOs, for example, are in some large part powerful salespeople; their ability to publicly represent the company to investors and media alike is a vital part of the job. If they are seen to have little credibility in the company's operating zone, then their ability to sell the company is significantly diminished. But there is also a risk in surf companies maintaining a fixed belief in surfing credentials as a vital part of its top management structure. If someone's a damn good CFO, for instance, he or she is a damn good CFO, surfer or not.
To me it'd be more a question of how the surf culture is represented within the company, if the company's culture is imbued with a fair bit of surf stoke and a good understanding of both the products and the day to day nature of the surf culture and its place within it, then that's the main thing. A company can manage this without everyone involved having to be hard core surfers.
Neil Ridgway - Global Advertising and Marketing Chairman, Rip Curl. What is a surfing company? A surfing company is one where the crew inside it understand what surfers need and gives it to them. You can't be a surfing company if you don't focus on surfing, the part it plays in surfers lives and the core gear they need to surf and want to wear. Being the customer definitely helps.
Does a surf company need surfers in positions of influence? A surfing company operated by surfers is not easily distracted from its purpose. You need professionals with an understanding of what surfers need and how to make robust, profitable business from that. The surfing is half the fun, the professional life is half the fun and that's great work if you can get it. And for non-surfing professionals, the opportunity to become surfers and live and work in the lifestyle is attractive too. Longevity and commitment from surfing business people leads to strong decision making for a surfing company and ensures the execution of ideas is seen through over many business cycles. It's generally the surfing professionals who stick around to see that through because they truly believe in surfing.
Can a surfing company be successful without having surfers in it? That's more a question of vision and values than day-to day business as anyone can claim to make some sort of "surfing product" and sell it successfully in the short term. However, a group of surfers all paddling in the same direction with true understanding of why the company exists is better in my view than a group of scattered individuals who may work well together, but don't understand why or where the company's heart is.
Bruce Raymond - Former President of Quiksilver International. A good surf company makes products for surfers as well as having a positive impact on surfing. A surf company needs to have a direction that comes from leadership with a real history in surfing. While that vision shapes the personality of the company and its brand, it should also generate an overall benefit for surfing.
While it's healthy for the surfing culture to have surfers in the company as managers, it's not necessary that all the "enablers" such as accountants, lawyers and support staff are surfers, as long as they support and respect the vision. Execution is key. With a good plan from a surfing perspective, coupled with capacity and good execution, a surf company can make good profits, benefit the global surfing community and have longevity.
Matt Warshaw - Author of The Encylopaedia of Surfing among other surfing titles. Is a surf company one that simply makes surf products? Feels like if I think about this too much, I'd answer that there aren't really any surf companies left, at least not among the big ones. But shooting from the hip, I guess my answer would be that the company has to at least start from a surf place. Even when Quiksilver was making bedsheets and jewellery and shit, I'd still think of them as a surf company, cause I had a pair of the original high-and-tight scallop-leg trunks back in '77.
Does a surf company need surfers in positions of influence? No, but if it's a non-surfer they'd need to keep very close consul with real surfers.
What is the risk of having a surf company not run by surfers? You run up the sales at [US department store chain] Nordstrom, lose the base from being out of touch, then soon enough lose Nordstrom. See Gotcha.
Maurice Cole – Shaper, activist, storyteller. One of the criteria for the success of [early] surf companies were their products came from the heart and soul of surfing. The designers and innovators were all surfers and surfing had its own unique culture, style and business model which was based on a surfing lifestyle. There was a certain looseness in being employed by one of the surf companies - if there was great surf ya could be late for work. That was the culture.
Of course, then came the idea of publicly floating to raise capital for more growth, and at the same time make a handful of surfers filthy rich. But what was the effect on the original surf model business? The priority of any public company is to make its shareholders profit, which has been seen with Quiksilver, Billabong and Volcom. There are of course surf themes through the public companies, but they are nothing like the original surf companies which were providing lifestyle orientated jobs.
It is generally accepted that in the marketplace now working for surf companies you get paid less, work more, and are told to be happy with your job, as you work in such a cool place.
I personally find the current situation a bit sad especially when you work with a company like Patagonia and know Yvon [Chouinard – founder of Patagonia]. Why didn't surfing get an Yvon, where surfing could be proud of a company that embraced life principles such as Patagonia have?
So yeah...from what surfing companies started out as they have been been bastardised into sporting companies that just happen to make surf gear. Do any surf companies still exist or are we talking about a potential underbelly in the market for another real surf company to be created?
Comments
Maurice sums this up nicely.
The key definition here is 'surf' compared to 'surfing' company. A surf company makes its money from selling surf inspired fashion or clothing to mostly non active participants.
A 'surfing' company is a company selling products for people to actually surf.
The divide came right about the time the clothing companies got rich selling the ideal of surfing and lifestyle to people that in many cases had never even seen the ocean.
Nice article Stu. All of the above opinions are interesting and insightful. These are interesting times, these companies are accused of selling out, losing their souls etc. but I can say that they saved mine. I grew up in Sydney's west, the beaches were an hour away, but the companies and magazines filled me with a curiosity and desire to surf. So I did. Not often and not very well, but here I am 15 years later and surfing is my life. I am thankful to the big brands for delivering surfing movies to fill me with stoke while away from the water, they also provide wetties that allow me to surf when it's cold and countless other items. Yes, they make money, yes one will be run by a non surfer. Does that affect me paddling out and catching waves. Not really.
Another great article Stu but an adequate answer is going to take some thought. Maurice Cole appears to have hit the target, however.
Nice article Stu, also appreciated your comments @Whs, a good alternative point of view.
Companies that make surfboard wax and companies that make surfboards.
That is all.
I surf nude.
You've targeted the big companies in this story but what about the smaller ones? O&E, Creatures of Leisure, Balin, there's a bunch of smaller companies that have always made hardware. Even Phil Jarratt only mentions the clothing companies. Surfing is about much more than fashion and apparel. The real surf companies might be the ones who make products surfers can't do without.
But we do have an Yvon !
Yes, but he's a rock climber. Part of the surfing co deal is they make surfwear and nothing else. 'Surfing is our religion', 'All we do is surf' etc etc. While they might sound like marketing gimmicks the truth is surfers demand that level of specialisation. He'll never be 'our' Yvon as long as Patagonia also sells other stuff.
Stu, good subject but must say only two of the commentators are really capable of telling it how it is, thats Bruce and Maurice. IMHO the others are either conflicted or 'at risk' of cutting the umbilical to really say it out loud.
With that in mind what Bruce and Maurice said is spot on, especially Bruce's point that a " A surf company needs to have a direction that comes from leadership with a real history in surfing. While that vision shapes the personality of the company and its brand, it should also generate an overall benefit for surfing."
So what Stan1972.. then posts is pretty true with the exception of the bankers who took over FCS, they are the spearhead of the very problem this story is about
Personally I don't think all blame can be thrown the companies way. Endless growth isn't a creed limited to the surf industry, it's a necessity of businesses across the spectrum. Companies that don't grow end up dying. In surfing, those that have survived through growth have become large, sometimes debt-ridden monsters bearing little resemblance to the homely companies they started as and which they still get compared against.
Q. What % of your Rev$ are derived from people who surf.
Therefore, what % of the "surf company" is actually a "surf company" and what % of the "surf company" is actually a "casual fashion retailer".
Be honest now, talking demographically.
... They couldn't tell you, because Rev$ dollars are all the same, undefined.
On global aggregate, it's probably sub 12% .
12% Rock n Roll / 88% Milli Vanilli .
Hey LJ,
I think it's a mistake to think that because someone doesn't share your opinion then that person isn't 'telling it how it is'. Remember there isn't a singular answer to the question I asked so you'll get more than one opinion. Anyway, the people above are only a starting point, considered opinions down here in the comments are equally valid.
Stu, Maybe you did not seen one clear answer because question/s you asked (attached below) themselves were not conducive of one clear answer...
We speak of 'surf companies' freely yet what are the requisite conditions? The original companies have clearly changed over the years, so, at a fundamental level, do they still fit the criteria? Or do the changes simpy not matter? I asked six people from across the surf industry to give their opinion. Feel free to share yours at the end. "
What is the criteria you refer to?
How do they compare against early incarnations of surf companies, when people didn't question their legitimacy. The question directly following is equally pertinent: do the changes matter?
Thanks Stu,
Well I think it is difficult to compare to early incarnations as every one of them started out as legit small core cottage businesses and even when they had grown substantially they were still very core. It has really only been in the last 15 years or less that one even needed to question their legitimacy.
And the ones who did change (mainly those who went public or got taken over by greedy non surfer investors), yes the changes matter greatly to surfing as a culture and lifestyle because $$$ become the priority that our culture/ artform and lifestyle become defined by.
So we continue...
Has...
A/ Surfing Lost it's Soul.
B/ Has the "surf industry" Lost it's Soul.
C/ Have you/we, as an idividual surfer Lost your/our Soul.
D/ All of the Above.
E/ None of the Above.
F/ What the FUCK is ?Soul? anyhow ?
G/ Other.
Where would we all be without the "soulless surf companies" that produce the main products used in surfing?
You know, The SOLE of surfing?...
resins - Dow Chemical Company..... E. I. du Pont de Nemours and Company
fiberglass - Owens Corrning.
Where would soul surfing be without the sole inventor of neoprene, Dupont?
Does that mean when i am sporting.... Catch-It., Mango, Oceanextremebreeze, purchased from target.. i am just as cool as other expensive brands????? I rememeber a BrotherSkeeper being sponsored by Mango..king of the HousingCommission.
I remember when you could buy Golden Breed surfware in Kmart. What a bargain, quality clothes at Kmart prices instead of paying over inflated Surf Shop prices. Unfortunately Kmart ditched Golden Breed for some crap 'sounds like surfing' brand
I don't really care if the big 'surf' companies are no longer 'core' (sorry for the inverted commas - I promise to desist)
Let the whole industry/media/pro conglomerate disappear up its own backside - I'll just keep getting out there, enjoying the ocean and riding waves.
For the record, I do wear O'Neill or RipCurl suits (I happen to think they're good, functional products) but my boards are from my local shaper and I avoid surfwear like the plague.
when ya look at what the " surf Co's have become....."in affact just branding and marketing Co.s"
there is still a core part of surfing and that is the hardware side,if you have a technical surf product..wetsuits,shorts,boards,pads,leashes etc.........this is still the home to what surfing really is,as surfers should be designing and testing the products...the rest is just profit making fluff,disguised as surf wear......
When I started surfing, Ripaquikbong etc were a few years into the project - they were visionary, provided comfort & design unheard of, & sometimes unimagined ( not very hard to top an old footy jumper & a pair of shorts though), full steamers & legropes were still to come.Clothing was new, different and fitted the bill ( tough, functional, warm etc). Surfshops sold Ugg boots cos our feet were cold!!!.Looking @ RC's latest offering - I can't see the difference b/w them and Target - bland, mass produced,same-ol same-ol. Only difference now is that Target probably has better quality & materials, and goes for less profit - ie: Doesn't seek to have the 60yo, BMW driving, expense account wielding wanker as its biggest customer.
good points sing.
if anything epitomises the "surf" labels these days is those bloody horrible ugg boots made from synthetic lambskin... nasty, slimey and plastic.
Rebel
Create Your own Label
Surf Brandless
I will help you achieve this Glorious End
For a small fee
Nuthin worse than a Chinese Ugg Boot Sid...
If everyone is disheartened with the current situation then you only have 'real surfing CEO's' to blame. They are the one's who got us here in the first place. And you can't blame them, we ate it all up and bought their stuff just because we thought it represented who we were. We never really cared if it was publicly or privately owned or what direction it was heading, we bought it regardless. So we only have ourselves to blame.
Secondly, I wouldn't be worried about a non surfing CEO to come in. If you were a non surfing CEO what would you do on your first month? I would guess sit down with some surfers and figure out what they really want and get your head around the industry. Remember, it is us surfers who are at the core of their business. If we don't wear the junk then other people who want to associate with the culture won't wear it anyway's. So in some way, we are steering the ship. You can say public companies are sales driven, which they are, but remember, that means more people are buying their gear.
So we get to the core of the problem. What will the surfers in that sample group tell the CEO about what we want? What would you say? Maybe that's the real problem, maybe we don't know what we want, or we know what we want we don't like it
interestingly, Quiksilver always traded in Oz as UG Manufacturing Pty Ltd.
Greeny named it that as originally he was to make Ugg boots, whilst Claw and Sing ding made boards and wetties.
Pretty sure Quik Aust still trades under UG Man Pty Ltd.
Q) What is a surf company?
A) An organisation hell bent on profit margins who are not the least bit interested as to who is wearing/using their brand.
Q) Does a surf company need surfers in positions of influence?
A) Dumb question. Of course they don't. As long as they have a plan to continually sell their product to non-surfers, then they'll be earning their crust. How many fat bogan blokes and shielas do you see floundering around the streets of Kuta in their 'Bong tee's? Ever walked into a "SURF SHOP" and wondered what the hell you were doing there in the first place?
Q) What is the risk of having a surf company run by non-surfers?
A) Zero. Anyone can come up with catch phrases like "only a surfer knows the feeling"..."made by surfers - for surfers"... It's just advertising and I would assume that you don't need to be a surfer to be business minded or be able to sell a product to a select audience. Yep. I watch the Gruen Transfer.
Zane - most surfers I know, aren't a walking billboard for surf companies. It's people who don't surf are the ones who are "living the dream" and it is those people who the companies target. Surf Co's don't give a stuff about real surfers. It's all about the almighty $.
Why the f*ck would I pay well over 500 bucks for a Rip Curl Wettie from a shop locally when I can get the same wettie on-line from the UK for half the price (with free shipping!)?? The wetties and the boards are a side spin to the "fashionable" side of surfing.
Q) Does a surf company need surfers in positions of influence?
A) Dumb question.
And yet you proceeded to give a longer answer than just about anyone. Nice one, Rail2rail!
Actually this entire discussion seems to be based around an assumption of who a 'surfer' is. That is because we're talking about 'surfing companies' needing 'surfers' in positions of influence.
According to the Sweeney Report, "more than two million australians went surfing during the summer of 2007–08".
If many of the two million+ participants classify themselves as 'surfers' (as I'm sure most of them do), then do they automatically gain 'surfer' credentials when working for a surfing company?
I can only begin to imagine the diverse range of surfing opinions between them all. Some which may very well be steering the direction of the 'surfing companies' they work for.
Good point Ben
Perhaps there is more diversity of opinion (philosophy?) within surfing than there is between surfers and non-surfers.
Perhaps thats why many surfers relate more to 'outdoor' brands, or skate brands, or snow brands, or feral hippy gear from Nepal for that matter.
Good line from 'The Life' by Malcolm Knox: something about DK loving surfing, but hating other surfers
(present company excluded of course!)
After all that has been said, I say support your favorite surf companies.
Two favorite surf companies I support are Cleanline in Seaside Or. USA, and Singapore Airlines.
One delivers all the necessities I need for an extended surf trip right to my front door, and the other delivers me right to the front door (back door/as situation may require) of the surf destination on my bucket list.
All surf companies are good, some are better.
How do you classify Singapore Airlines as a surf company?
It was meant as a joke to the filibuster here about surf companies.
Singapore Airlines transports all my gear and me to a surf destination - hence they are a surf company.
@ z
Yeah great Surfers airline Singapore Airlines... If you have more than one board they treat you like a pariah and charge Big Excess Dollars $$$ ... and they dinged my boards
Hostesses are nice to look at though...
Dings occur - I have a 3 board bag packed with cardboard protection around the rails of each board, then all you can do is pray your baggage handler didn't bring his sledge hammer to work that day.
I have had boards dinged on a few airlines. You have to pack accordingly.
Nothing is cheap - and you know it's getting more expensive every day. Travel now.
The major companies need to down size their inventory, stop satutating the market place with shit, even starve it for a period I also belive it needs to be stripped back to its bear essentials and look where it is been distributed. As a surf shop owner I am also alarmed by the amount of non surfers who are own/run your local surf shop, how can consumers expect to get specialty advice on core goods when the guy behind the counter has as much understanding on the product as a vego in a butcher shop,and to rail2rail I can see buying your products overseas a win finacialy for the short term however consider this, have you ever seen any web sites donating goods to your local comunity? or sponsor a local Boardriders club? or even offer employment to locals? these website do hurt local surf shop owners who sell goods at a RRP.. we dont make up the price the wholesalers do
i have created my own small surf brand 4 years ago ,we are very energetic and growing fast, we concentrate on mainly beginner surfers and stand up paddle boards, we have created our own range of products on a shoe string budget with very few employees,we keep everything cheap as possible and the quality high end, come ride with us at least you can speak to the boss and designers when ever you want.(SUNJAM AUSTRALIA)
Surf companies started out with the enlightened purpose of providing jobs/income for surfers so they (the surfers)could surf more. These were the pioneers. Then the settlers came and created the current shitfight which is known as the "surf industry". Some of the pioneers actually became settlers, but most just surfed. The lineups are full of passive/aggressive narcissistic sociopaths. No use lamanting all the wrong turns. We need a revolution....and I think it is happening !
hey sunjam , doing any surf hats for old baldies ?