Focus Group Creates surf brand. Names it Vissla.
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.
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…
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.