Tides of change: Catching the rise and fall of surf brands in Socal
Last month, I had the chance to head down to Southern California for a mix of catching up with old friends and squeezing in a few client meetings. Before moving up to Oregon, I spent years living and working in the Costa Mesa/Newport Beach area, where my career in graphic design took off at Quiksilver. I worked there for nearly six years before moving on to Billabong and later Ripcurl. While I’ve mostly shifted away from the board sports apparel scene, I still take on some design projects in that space every now and then.
One of the highlights of the trip was reconnecting with my good friend Anthony Yamamoto, an incredibly talented men’s wear designer who worked with me at both Quiksilver and Billabong. We decided to embark on what I’m calling an “industry revival tour” (if you have a better name, let me know). Anthony and I caught up with some of the legends we worked alongside back in the day.
Our first stop was to see Guy Stagman , a mentor to both of us during our Quiksilver years. Guy, originally from South Africa, honed his technical design skills as a Navy engineer, which has always shown in the clean, structured nature of his work. He was the one who first brought me into Quiksilver Waterman. Now, he’s working with Pat Tenore, co-founder of RVCA, who recently left RVCA after its acquisition by Authentic Brands Group in 2023. Pat is now focusing on a new venture called Tenore, which encompasses his passions for surfing, jiu-jitsu, and lifestyle products like eyewear and fragrances. It was refreshing to experience the energy behind this new brand, and Pat and Guy were generous enough to show us around their headquarters, where we got to take in some incredible art that Pat has collected.
Next, we headed down the coast to San Clemente to check in with the team at Stance, a regular stop for me since it’s halfway between Newport Beach and my hometown of Encinitas. Stance, as always, has a strong sense of artistic identity, and we even got to see Mr. Cartoon’s iconic ice cream truck. We caught up with some old friends, Cheyne Stroner and Vicki Redding, before moving on.
A quick pit stop at Icon of Surf, and then we made our way back up to Boardriders. For those who may not know, Boardriders Inc. is home to several legendary brands like Quiksilver, Billabong, and Roxy, among others. The company was formed in 2018 after Quiksilver acquired Billabong, but in 2023, Authentic Brands Group took over and transitioned Boardriders to a licensing model. Now, companies like Liberated Brands manage retail and distribution for key brands like Quiksilver and RVCA.
To wrap up my journey, I headed up the coast the next day to grab lunch with my good friend Tom Nagy. Tom and I go way back to our days working together at Howe. These days, he’s juggling multiple roles at Fasthouse, where he continues to make a huge impact. It’s always a pleasure catching up with such a talented and genuine person. We reminisced about the old days, but also talked about some exciting new projects on the horizon. Be on the lookout for some fresh graphics coming from yours truly—there’s always something new brewing!
While it was great to catch up with old friends, it was hard not to feel a sense of nostalgia for the marketing campaigns and cultural moments these brands once captured. The surf apparel industry, particularly the core brands, seems to be struggling to adapt. There’s a disconnect between these brands and the evolving culture, and it feels like they’ve been catering to an aging audience that’s resistant to change. At a time when inclusion and cultural relevance are more important than ever, these brands need to embrace more than just surfing to stay relevant.
Our whirlwind tour through the Orange County surf scene left me with mixed feelings. While there are pockets of innovation, the industry feels like it’s on shaky ground. It’ll be interesting to see how these brands choose to move forward and whether they can truly embrace the change that’s needed.
As the tides of the surf industry shift, one thing remains constant—bold design and fresh ideas will always lead the way. If you're ready to ride the next wave of creativity, let's connect! Whether you're looking to revamp your brand, create standout visuals, or tell your story in a bold new way, I'm here to help. Check out my latest work and get in touch to see how we can collaborate on your next project. Let’s create something unforgettable.
