"Because if there’s one thing millennials have proven they love, it’s a throwback to a trend of their childhood!"
I am finally out of Big Sur and back to wifi and back to life! The Olympics have started, I see, and Dane and his love Courtney tied the knot!
It is a very good thing to get married, in my opinion, as opposed to living as boyfriend and girlfriend for multiple years. It shows that a man and a woman are not chicken. That they are not afraid to attach ancient structures to their soaring love. Good for Dane! Good for Courtney! And may they be happy forever!
Speaking of happy forever, have you seen those smiling faces in Rio? Remember, just yesterday, when everyone in the world said the Games were going to be a horrible failure? That pollution and Zika and armed robbery and Brazilians? Well everyone in the world is eating crow off a giant churrasco spit right now!
And surfing will be dancing in the glow of Tokyo success in just four years. Certainly there will be fears of nuclear contamination, the rising spectre of Japanese nationalism, corruption, etc. etc. beforehand but that’s cuz people are haterz, dog.
In any case, the Hollywood Reporter wrote that surfing’s inclusion in the Olympics might create a revival among the youth for vintage surf fashions. Let’s read!
Nowadays — in the era of Brandy Melville obsession and athleisure empires — many surf brands have fallen off the style radar. Both PacSun and Quiksilver filed for bankruptcy in the past year, signaling a decline in interest among Gen Z shoppers.
But several world-ranked surfers are still sponsored by companies of yore, including VonZipper, Volcom, Oakley, Hurley, Lost and Etnies, leading us to wonder if their moment in the spotlight could translate into a nostalgic resurrection of that early aughts style. Because if there’s one thing millennials have proven they love, it’s a throwback to a trend of their childhood. (See: the Gilmore Girls revival, chokers, Pokemon Go.)
If the Instagram accounts of athletes like Matt Wilkinson (ranked No.1 by the World Surf League, men’s) and Tyler Wright (ranked No.1 by the World Surf League, women’s) are any indication, surf wear is surviving, thanks in no small part to free apparel from sponsors like Roxy and Rip Curl.
Do you think the brands love being referred to as “companies of yore?” Do you think they think of themselves as purveyors of an “early aughts style?”
I think maybe yes!
Or if no they should!
A massive financial windfall just around the corner for those who can hold on by the fingernails! For those that can recapture the magic of millennial childhoods!
Also, can you help real quick? What on earth does that last sentence mean? Surf wear is surviving thanks to free apparel from sponsors? Does it mean that without giving clothing away the brands would all be dead?
I get it.