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Beach Grit

Focus Group Creates surf brand. Names it Vissla.

Chas Smith

by Chas Smith

Is it ever too late to jump on a trend? Paul Naude shouts an emphatic "No!" before time travelling to 2010!

Paul Naude, ex-Billabong chief, and the other creators x innovators of surf start-up Vissla are genius. Like, very salt-of-the-earth smart. It is difficult to perfectly capture the zeitgeist of any era. Wes Anderson spends years and years painstakingly re-creating the nuances of romanticized epochs from early 1930s Eastern Europe (Grand Budapest Hotel) to mid-1960s New England (Moonrise Kingdom).

Paul Naude decided that 2010 was the best year ever and painstakingly recreated a surf brand based on a bearded DIY aesthetic four years after its high-water mark.

Note the v v subtle components shown in their brand launch video.

1) Coffee

2) Hand tattoo

3) Hand-shaped board

4) Hand-drawn art

5) Grainy Super 8 black + white footage

6) Slob air (in black + white, of course)

7) Briefcase filled with…

8) …film!

9) Footage of a Super 8 camera being held

10) Wide swallow twin-fin

It transports you, exactly, to a far away time (2010) and a far away place (Newport Beach). It is genius because, as trends go, it is never to soon to imitate. And by imitate I mean innovate.