Very exciting news.
But who would have ever thought, even just ten years ago, that the surfer of 2020 is a style-conscious, woke, healthy, upper-ish middle class man with cool cocktail mixing tricks up his sleeve and a penchant for knock-off mid-century modern chairs?
I did not see the Hurley Person coming but that is, apparently, what we have all turned into.
The iconic surf brand, founded by shaper Bob Hurley, defined the very best of our surf life those ten years ago. A fine team, very technical boardshorts, Pat O’Connell etc. Sure Bob had sold to Nike but that had made it all even better.
Then came Bluestar Alliance.
The company, which purchased Hurley from Nike just over a year ago, is not looking to lose money. Per its website:
Bluestar Alliance is uniquely positioned to evaluate brands, brand acquisition, sale and licensing activities. We value brands by conducting detailed field assessment and research. Due diligence is prepared onsite where we begin a reviewing process that starts with historic data/industry analysis and brand positioning.
And so field assessment and research, due diligence etc. re. their Hurley and the decision was made that the Hurley Person, i.e. surfers, craved beard softener and face-peels.
Following suit, David J. Pecker’s American Media Inc., which purchased Surfer magazine just over a year ago, is transitioning that subscription base to Men’s Journal, after killing the title.
Per its mailer:
Tips, guides and expert advice on gear, adventure, style and more.
The surfer of 2020, i.e. us, is a full on weiner.
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I’m a big fan of many of Chas’s written word(s)… but agreed!
2 things here (and I apologize if this has been said 50 times already here… didn’t go through comments yet)
1. American Media Inc. is truly showing it gives zero f#$ks by giving out a shallow, on-the-surface, men’s magazine as its remedy for screwing us all (at least the 5 of us who were still subscribers). What is a woman to do with this cologne-stenched fish wrap?
2. I read my postcard 10 times when I got it in the mail yesterday and I still am not clear about the refund part… does that mean only subscribers of Surfer AND Men’s Journal can get a refund or just Men’s Journal subscribers can get a refund? (which makes no sense, but to have the refund offer sentence as the last sentence of that paragraph has me confused)
Has anyone called to ask that question? Or should I ask, am the only BeachGrit reader on the planet who actually still had a subscription to Surfer?…
I like the sub headline … Cure for middle age ?
I propose two
a) Early Death .
b)See it as an Enjoyable transitional phase , when one can still ride a short board , hold an erection ….. before the arrival of Old Age , Longer board and Death !
Playgirl magazine just relaunched, which probably has about the same audience as Men’s Journal. My guess is Men’s Journal will have to whip Surfer back out when Playgirl starts stealing their subscribers. Slap fight ahead!
I would expect nothing less
Does he meet / have a hassle with Hurley man in the lineup?
don’t like shaving but will just not to be lumped in that lot..
I’ll take Penthouse, thank you very much.
calling for a rename to ‘Persons Journal’
And wieners!!!
Life lesson from Luke Skywalker
Don’t get hand chopped off by daddy’s light saber
Might be a bit difficult to swing the SUP paddle
This cunt can’t be stopped
https://youtu.be/3TC23DEsrRw
David Pecker was ousted from American Media back in the summer.
I love when you stick your softened beard above the parapet. He was not and, from inside sources, checks off on every issue of Men’s Journal like Anna Wintour does Vogue.
This is Mad Magazine maddeningly funny.
Life imitates surf lit?
And mid lengths probably too
Is Hurley person better than us? He’ll tell us he is.
Ma femme rit, bravo Jen!
Was a time, Jen, when a beard meant something. (1) either you were a biker/Hells Angel dude; or (2) a hippie. I was the latter. Only dude in the water with a beard. Now everyone has them, including Boogaloo fucks. Used to could trust the beards as hippies you could count on, or Hells Angels who you’d have to be leery of but would still help in a pinch; now beards are all over White Supremacists, and also effete MAL urban hipster groomers. Sucks.
in the good old days, a beard meant you knew how to chop wood, change a tyre or rob a bank.
And roll a joint.
Tattoos too?
Don’t forget the lazy 2-week beard. I’m a regular offender – shaving just feels like a hassle.
Pansurfual.
wow, I bet Ben uses manscape low mow 2000.