Julian Wilson Starts His Own Brand
First Kelly, then Dane and Craig, followed by John John, and now Julian Wilson is the fourth high profile surfer to eschew a mega clothes sponsorship and stitch their own duds.
Metaphorically speaking of course.
Rivvia Projects is Julian's brand and it made its online launch today. Records show the trademark was only secured last September, yet Jules alludes to a long gestation period, perhaps borne of his "increasingly toxic relationship" with longtime sponsor Hurley, the company he took to court in 2020.
Like many recently launched labels - think Mad Hueys, Salty Crew, and Depactus - Rivvia Projects' remit covers more than just surf, they also combine Jules' other interests, such as mountain bike riding, dirt biking, golf, and pavement pounding - fair to say it can be classified general active wear.
Nevertheless, Jules is taking a sidelong look at the traditional approach to commerce:
With Rivvia Projects, I want to do things a little differently. I want to involve you and the rest of the community in the decisions that craft the brand and the garments that we make. Giving feedback and testing products. I want you to have a voice in what we're making and how we're making it.
Sound like something you wanna be a part of? Then sign up here.
Comments
yeah nah, just what the world needs: another brand.
Ha ha exactly what i was going to say.
I can;t wait to read their sustainability report... riveting stuff
julian is a nice young fella good values , but , yeah ..... nah .
Good on him. Hopefully all these new brands can push the old ones out and they can go back to earlier times. Surfers supporting surfers to have as much fun as they can.
I agree, good on him for having a crack, hope it works out for him.
snore
Mick Fanning voice over? Definitely not JDubs choir boy whisper.
100% that's Mick. Whoa the RC overlords will not like that one bit...
Doesn't sound like Mick at all....
Agree. Yeah nah, not Mick.
100% that's Mick. Whoa the RC overlords will not like that one bit...
Sounds similiar ..but thats not Fanning...and why would he ?
Brothers in arms since J'Bay 2015?
Definitely not Mick.
As good a bloke as he seems to be, from everything I've heard and read Mick's also very commercially savvy and this would be a terrible (if not contractually forbidden) move.
Its not Jimmy Loughnan (Simon Lyndon)? haha
It’s sound like the guy from the podcast gypsy tales(jase macalpine)
Jules can help me out by letting me know what I should do with the $100K of Hurley outfits he convinced me to buy.
Serious suggestion…..make swimming caps for balding surfers cool and available.
The peaked hats , the bucket hats and the sperm suit Hawaiian hooded rashie are farked and my emerging devon patch is getting absolutely roasted this summer.
Keep it simple bloke. Normal , everyday swimming caps. Maybe a tag to tie onto a T Shirt or a clubbie style neck fastener if crew want to upgrade.
Buy them in China for $0.03 per unit and flog then for $15.
Wait ….you’re from Noosa hey? You’ll ask $30 minimum.
Whatever. Just get me a surf cap and I’ll buy it.
I’d do it myself but……lazy!
For a limited time only buy 2 and get the awesome "Never Loose Your Oakley Surf Sunnies Turtle Neck Strap" free.
Hey Blowin,
Like a latex/silicone swimming cap ?
Yep. Surely they’d stay on? The brim on surf hats are unnecessary and a liability. They block your vision, are a nightmare to duckdive and considering that I’ve surfed for four decades without needing a brim , they’re superfluous. Give me something streamlined and sun protective for the potential solar panel and I’ll be stoked.
I keep threatening to get a swimming cap but my missus reckons I’ll look like weirdo. I reckon she’ll have to learn to live with being seen with a weirdo.
Helmets make you look like a fucken Lego figure but their functionality gets them over the line. Time to start the swimming cap movement.
It seems like 80% of surfers are bald these days.
My idea but you’re free to have it if you send me one or two a year via Swellnet.
Good luck and hurry up!
If you're serious about wanting to protect the bald spot, O&E do a long sleeve rashie with a hood. Seen a few guys wear them in the tropics.
Add a bucket hat and some Gerry Lopez goggles & you've completed the look...
love my long sleeved hooded rashie.
fold the hood back if you get caught inside and need to do some serious duck diving.
easy.
I'm a fan, I knock mine back when i spin for a wave after a couple of suddenly blindfolded moments though
I've recently made these surf hats - https://torquay-adventure.myshopify.com/
The brim isn't very wide but still provides some sun protection. I have surfed them 4ft + and no issue with duck diving/blocking my vision
'Rivvia' also sounds like your generic "7 boutique sky homes with views to Coolangatta from only $6.3million"
Bahahaha!! Gold comment
"With Rivvia Projects, I want to do things a little differently. I want to involve you and the rest of the community in the decisions that craft the brand and the garments that we make"
Marketing wank speak and nothing new
"I want to bridge the gap between property development merchandise and surf."
This killed me haha.
More shit to fill up landfill.
"say it can be classified general active wear."
And that is one very competitive market.
The last thing surfing needs is another brand that creates a back story and slaps logos on expensive generic t shirts. Those companies pour serious bucks into marketing and general bullshit, and have a shelf life of about 5 years. They may have a little short term success, but the kids are fickle consumers and will happily shift the allegiances to the next big "it" brand.
Hopefully JW's Rivvia creates genuine technical gear. If he thinks mountain bikers and golfers are going to spend 5 hours playing in fashionable yet uncomfortable clothing, he's going to piss away plenty of cash.
I don't have strong feelings one way or another on surfers starting their own label. I guess if pressed, I'd say good on 'em.
What's more fascinating is how surfing - at least how it's presented in the marketplace - is slipping yet further down the totem pole of desired activities.
Time was when surf labels rushed to tell you their core history - 'Since '69', 'Since 1972' etc - or their core credentials - 'All we do is surf', 'Surfing is our religion' - yet over the last, say, decade and a half, surfing (read: surfwear) isn't fashionable enough to hold its own.
I may be wrong, but I reckon it was Depactus who first extended 'surf' to also include fishing and diving - and the venture still failed. Since then Salty Crew and Mad Hueys expanded into clothes for surfing, fishing, and drinking beer from shoes, Former make surf and skate wear, and now Rivvia Project make a surf, mtb, MX, golf, melange.
Never has surfing been more popular, yet never has surf fashion been more unsure of itself.
Ever since OP, Hang Ten, then the rest started showing up in department stores surfers have lost trust in 'their' brands; And I think this is why the new 'for surfers by surfers' brands are so short lived and never build a legacy. They start off all, "Hey check out our low key, for the planet, limited edition, hand sewn by those same people you left your board with on your last OS trip", with catchy think tank names like Rythm and T.C.S.S and the following year they're 88% off on Surfstitch or BOGOF on the racks in Sideways. It's all about a quick buck these days
Rhythm helps your toes happily move.
And yes, I agree.
Fully agree! The 'selling-out' of brands has really left a bitter taste in the mouths of surfers. I don't disagree with it though, I imagine if I was in the position to flog off my company for a premium I'd be thinking about how happy my life would be on my new boat with an endless supply of surfboards.
There's many angles coming that include 'eco-friendly, 'hand-made', 'limited edition' etc. etc. Why is no one doing the reverse? Making high-quality shit, without releasing a new version each year? do it every 2 years. Don't give people a reason to throw their equipment out because they're buying into the dream of using the latest gear. I hope I'm making sense here. Probably not, that's ok.
"Why is no one doing the reverse? Making high-quality shit, without releasing a new version each year?"
Erm, there are quite a few companies out there doing this.
BILLY - Patagonia. Lifetime warranty on all their gear. Don’t really change their gear too much
Agree. I know it's deeper than just marketing alone but it seems cheap and quick are what has been levelled at us and by and large we've bought into it. It's all happened so quick (my lifetime) but I have hope that nextgen's will slow it and turn it around. Surfing alone would make a good case study. We buy throw away boards from outlet stores for peanuts but also buy throw away boards from big brands for big bucks (must haves) not to mention rotomolded fins for two hundred bucks over hand foiled fins for a hundred. Urghhh rabbit hole hashtagNotAllSurfers
Please, I am all ears! *note: I am not being sarcastic about this.
I'll be right. Cheers anyway.
You need to be an Ideas Man to make it in the world of sports apparel. You need to have the boldness to tackle the next big trend head on.
Who will be the first to mix surfwear and adult entertainment paraphernalia? Behold, the trend is growing in other sports:
https://dknation.draftkings.com/2022/1/15/22886053/bills-fans-throw-dild...
Nike 3.0
Surf clothing is dead.
Branding which lets everyone know you’re a savvy property investor, always snapping up opportunities purchased on leveraged equity , is the next big thing in town.
Ray White limited edition polo shirts with popped collars is the real head turner as you’re enjoying an ice cream whilst strolling through a small beach town on your visit from the Big Smoke….knowledgeable eye on the Real Estate agent’s window display as you pass of course.
Let the provincial hicks know you’re a Playya who rolls with the Big Boys with your Real Estate.com labeled distressed denim jeans.
My my my Blowin, is that why you left the building ?
Can you send me a Polo size large.
From the website: We want you to come with us, so we’re here to give you permission...The permission to play. The license to get out there and go. It’s freedom in motion...or as we like to call it, “Active Discovery”.
Active Discovery?
Sounds like a primary school mission statement.
And this is why I can't figure out why. I mean that's blatantly rubbish but they'll push on regardless
I really hope that's a pisstake...
Marketing agency speak.
Indecipherably gobbledygook
I still don't quite understand why...
Assuming he's done alright for himself and doesn't have to worry too much about a retirement fund... Why not just open a local produce store, employ a mix of Groms and retirees and sell coffees for $6 a pop Do you think he really sees a gap in active wear market or does he actually have to something with his stash for accounting reasons?
Surfers rip-off the ATO (and taxpayer) to finance their endless summer! Haha. Perhaps a bit cynical and I dont know JW (I am sure he's good bloke), but I am sure he is just like everyone else out there trying to make a buck and consume as much as possible in pre-tax dollars. Cant bury wetsuits, boardies, travel (promotional work and market research) and all other related special interest items in a coffee shop ledger. Haha
Jules is probably a great guy but doesn't have a personality that sells imo.
Hmmm more landfill nothing new and all marketing bullshit. To add to Stu's comment what is surf clothing? Do we need it? Most of the hard core lads on the MP are tradies so that is what they wear- tradie gear (FXR is owned by Globe) 5 days a week. I surf but I don't wear any, of very little, surf brand clothing rather what suits the occasion.
I’m a bit old fashion.. I’ll stick with the old 3 bulls quicksilver rip curl billabong.. loved the comment : sounds like a real estate project..
My guess is that he has very little to do with it, in fact it probably wasn't even his idea, someone else's, Someone with rich industry experience and a credible contact list, they just pitched the idea to him in an office in Sydney somewhere. Someone that has been close for a few years and probably some trust involved, has contacts in global marketing for sportswear, access to cheap capital or angel investors and a savvy design and sales team. All he had to do was sign here here and here, oh and by the way we need you to do a voice over, we'll send you your dividend cheque's in a few months.
Fuk if they sell clothes that makes ya gut flatter ya back straighter and your pop up quicker ill buy some ...otherwise ill stick to vinnies ...
Yep me to
These guys might think, I made these companies so much money through my sponsorship. But maybe it is actually the other way around. They were basically just salaried models. These major clothing companies would be successful regardless and it goes a lot deeper than who they pay to model the clothes. The modelling is probably the most superficial part of the whole process and it’s all the other sweatshop third-world dog eat dog hidden bullshit that actually turns a consistent profit in this industry. If you made enough money being a pro surfer to not have to worry about working, why blow your bread on a risky venture in a fucked industry like fashion. Probably less risk starting up a cafe during Covid.
How’s that kid who tried to start his own brand on the forums on here a while back’s tshirt sales going?
Think he called it peak even though it was already a surf brand.
Heaving ?
Yeh, that was it, haha
"fair to say it can be classified general active wear."
yoga pants?
he may have just found a niche, if he's sporting them...
Fuk, I am demoralised by this. I agree Julian does not have the personality required to sell a brand. But that is what I love about him. I can only hope this is driven by others because that promo reeks of the of the worst Jeep promo I have ever heard.
good i've been wanting to go mountain biking at the nearby forest but I've been needing a new t shirt to let me do it
I thought Mr Wilson would have been above that sort of marketing crap. I was wrong, oh so wrong.
So far your motivational video seems to be making everyone want to vomit Julian. Great job IF that was the mission.
Most durable item of surf clothing I have is a 5 year old pair of "Piping Hot" thongs from KMart. $15. They were selling "Hot Tuna" too for a while.
Isnt the most successful "surf clothing brand" Hollister ?
If he's not careful he's gonna dust his super sinking it into what is the equivalent of a boomers post-retirement knick knack/homewares store.
Fingers crossed they didn’t model the boardies on him, dude has a massive arse
loved the bit where he was reading a book
don't want to call out the great man here, but interesting they decided to show him pounding the pavement *down* one of Newys steepest hills (tyrrell st) but making it look like he was striding out on the flat.
I reckon mickseq has it. As long as Julian gets his payments and is immune to responsibility when things go arse up , good on him. Probably still one of the more solid aussie surfers goin round.-------
I hesitate when it comes to commenting but ...
The most successful "near" surfing brand, globally, was design-driven, professionally manufactured and marketed by its non-surfing artists. It was Australia's own 100% Mambo, pursued and proudly worn by grommets to grandads. And their classics are just that, collectables worth serious money for their outrageous fu attitude, brilliant design and robust construction. There was no figurehead before Dare Jennings stepped from the shadows of Jodi Phillis, Reg Mombassa, Bruce Gould, and who can forget Martin Plaza's Blue Hawaii effort? I have a few classics, like Eastern Suburbs icons (Whale Car Wash, Tama House and Dial-A-Dump bins) and a fab reggae-styled T shirt people have tried to buy off my back.
Here was a surf "brand" designed mostly by pro artists and musos, helmed by a former muso, produced during its big boom years by pro manufacturers, the brothers Gazal, and forever giving two fingers to the industry it was a key part of. A clash of careers, ideas, counter instincts and anti-hip, it was the coolest anti-cool since Amco baggies. There is no formula more successful in apparel than utter simplicity, in Mambo's case fantastic graphics, before the hedge funds and desperate-to-be-cool young fogies with too much dough take over. If Julian can keep it pure and simple, he might have a chance in a market full of meh by daring to be different. Too many opinions though may lead to a characterless soup. You can't blame a fella for trying.
Reckon a bio on Dare Jennings would make for fantastic reading. Though he's been incredibly successful it couldn't be a business manual, for while there may be a small number of biz people for whom lightning struck twice, I reckon Dare would be the only one who had it happen while not really trying.
The first flash - Mambo - a side project from Phantom Records, the second an unintended spinoff for his Life of Riley - he was cashed up from Mambo sale - penchant for modified motorbikes and garage hangouts.
Seems his success was from enthusiasm and charisma, more than design and strategy, and I'm not knocking him for that. In fact, it seems the healthiest, and most fun, way to get ahead.
A few years back his sister Kate wrote a brilliant piece in The Monthly about their country upbringing. Maybe she should get the gig..?
PS: Though it was made twenty-something years ago, my MP cutty linen shirt by Mambo, replete with real coconut shell buttons, still gets a guernsey every Christmas Day.
Sounds like he mastered inactive discovery
Faaark and who could forget the poo shooter !
I don't buy clothes anymore with branding all over them, small logo is about it.
Probably his Mrs idea.
H: I guess you can Dere~lick my balls, Cap-i-tan !
DZ: l can Dere-lick my own balls, thank you very much!
Bahhahaha.
If Julian wants to differentiate his brand from the others out there, he might consider making his clothes "Australian Made". I'd consider throwing some dollars his way if he did that.
All the best,
Mr NB
Rip Curl is perhaps behind Julian's new brand?
The "surf industry" stole my culture and all I got was this shitty tee shirt.
Haha, well said! That's gold!!
I think we can all agree that it was a solid decision to pay someone rather than do his own voice over.
On a related note I bought a Florence Marine X hooded rashie the other day. It doesn’t even have a loop to tie it to your boardies, so after a couple on the head it becomes a crop top. I wouldn’t consider wearing it in serious waves. It makes me suspect that that brand is also heavily about quick profit rather than the development of serious, durable and innovative product. Disappointing
Rip Curl hooded rashie has a toggle and cinch at base so doesn't come up in big surf.
I bought two more as back-ups when they went on sale at the end of last summer.
If anyone is going to make 200-300% mark-up on a tee shirt I want it to be Julian
Hey Jules, if you want to win over some hard core grass roots Swellnet fans, chat with Gra & Macca about a line of Baz Cornell merch. We faarken dare ya
Ahh, why not, everyone else has had a crack!