Here: “Ugly Chic Luxe Surfwear!”

Five hundred dollar ugg boots, dazzling coats of wool! Come see the future now!

Do you remember the disturbance two years ago when Kelly Slater landed a clothing label of subdued colours and branding, each piece carefully made so the earth wouldn’t be poisoned?

The tees cost between forty five and one hundred dollars, the trunks a little more, a beanie was famously on the rack for seventy-five or something, and it was two hundred for a sweat, three hundred for a flannel shirt and five cees for the trophy piece, a wool peacoat.

Not cheap, sure, but it wasn’t ruinous.

And, therefore, Kelly was well within his rights to pop one loud surf fan who wrote that he was disgusted at the whole damn thing.

“Someone got a gun to your head to purchase a higher end brand item?” replied Kelly. “Did someone say this was a high volume, low price play? The amount of hatred is next level from dipshits like yourself.”

I wonder, now, what level of despair the surf fans who retched at Outerknown’s price tags would make of Australian label Exinfinitas, created by the Victorian surfer, Lukas Vincent.

Last week Mr Vincent won a fifty-thousand dollar prize for his use of wool and his bold cuts and dazzling colours.

From Fashionista dot com, “In the current state of fashion, calling something “ugly” isn’t necessarily an insult. Today’s industry darlings, like Gucci‘s Alessandro Michele and Demna Gvasalia of Vetements and Balenciaga, have pushed the notion of clothes “so wrong, they’re right” to such extremes that an argument that they’re simply trolling critics and consumers alike isn’t hard to support. Designer Lukas Vincent of newbie Australian label Ex Infinitas understands the appeal well.

The Australia of Ex Infinitas is a world in which aimless young men lounge around in extra-long orange hoodies and printed robes crafted from luxe Italian fabrics, paired with platform shower slides. Think the cast of “Kids” with accents and no credit limit.”

The street surfer blazer, made from wool and polyester, features a “black nylon skate belt” and costs nine hundred Euros.

The surf sticker t-shirt, featuring  the classic slogans, Will Surf For Food and Got Surf?,  is one hundred and seventy Euros.

Of course, Exinfinitas, meaning “of infinity” in Latin, is not to be confused with the derivative moto-surf label Deus Ex Machina (“ghost in the machine”), the costume of middle-aged men from Bali to Venice with pomade in their hair, sailor boy ink on their atrophied arms and sixties-style surf graphics stretched across paunchy middles.

Right now, I’m circling a pair of black jeans riven by an extravagant red stripe. Two twenty Euros ain’t so bad.

Buy Exinfinitas here.