It will be interesting to watch the bigger surf brands jumping on the alternative wagon as this scene progresses, and gains momentum. Not to say that the core guys, at the creative pointy ends of these brands aren’t already heavily entrenched in said scene; more a matter of engagement of this culture as a vehicle for selling product, making sense in the boardroom.
A little paradoxical maybe? Hip young surfers following an alternative path; against the mainstream (surf), only to be picked up by the masters of the universe and wielded as weapons in the battle for the retail dollar – time will tell. I think we can still enjoy the ride no matter the outcome, it’s the journey, not the destination after all.
etnies | A Day In The Life | Part 1 from etnies Australia on Vimeo.