Everything must go!
It has been many years, now, since Firewire surfboards popped out on the surf scene. Founded by Nev Hyman in the middle 2000s, the computer drafted surfboard, pumped out of fancy machines in a giant Thai warehouse, are now ubiquitous in any lineup. The world’s greatest surfer, Kelly Slater, owns 70% of the business and uses the technology to create his Slater Designs boards under the Firewire banner along with Tomo and an assortment of longboard crafters.
Now, making boards in Thai factories then shipping them to the United States or Australia has long roiled domestic shapers who are saddled with higher taxes, more stringent environmental regulations, much increase for cost of labor, insurance etc. but it seems like the factions made a sort of peace and especially during the past three-year boom where surfing became very popular amongst the Covid-stuck.
Riches for all.
Everything that goes up, though, must come down and, per industry sources, surfboard sales have returned to pre-pandemic levels.
Not horrible. Not great.
And here comes the trouble. Firewire, which appears have to overproduced through the good times, is, attempting to dump excess inventory in the United States via a “once in a lifetime” sale. Prices slashed by 20%. Retailers incentivized through a rebate program.
The margin for non-Thai board builders is between 30 – 40% which means, heading into the holiday season, they will all receive a swift kick in the guts from abroad.
The question for you. Is all fair in love and capitalism? Should surfers care about domestic board crafters or should they, rather, consider their surfboards similar to tennis rackets?
Globalism or protectionism?
Hmmmm.
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Custom anything is for the connoisseurs and elite. The masses go for reliable, less expensive, mass production. This is true with pretty much everything.
I build boards; not a single one of them is perfect…but they are all cool.
As long as Kelly can continue his charade as an environmentalist instead of a scumbag capitalist like the rest of us I’m happy…
I don’t know anybody/shaper with a 10 mth waiting list, so who is the shaper you are talking about?
Yes there are shapers who are doing fine as they have new , more better designs , the innovative ones, but when I talk to the Blank makers/glass shops and shapers the last 6 mths has seen sales fall off a cliff…….
The problem is Firewire make their boards really cheap , sell them really expensive and fill stores( as the ask for at least 40% of floor space) with their product so a couple of the other brands have to do the same ……consignment is a very unhealthy business principle.
The good news is that a lot of shapers like myself have created a much smaller business model, do not wholesale , only do direct sales , and don’t need to do as many boards.
The downside to being creative/innovative is boards are extremely expensive as there is much smaller supply ,and demand is up. This is when we get to a point and only rich people can afford the boards , so that becomes available in retail store is just Pop outs…..so people just get used to mediocrity, which in turn has stifled career paths for youger people who want to shape and glass.
Amen Brother 👊
Tennis player here and don’t get the reference at the end, rackets are made in austria, japan or china haha. I live in the east coast and don’t surf much but love bodysurfing. Anyway douchey catty business this surfing
FFS , again show some journalism……Firewire make cheap shitty boards in Thailand , and then put their stock on consignment in all shops world wide…..consignment, not sales…..this has ruined the surfboard commercial world as we know it!
Kelly has had the most negative affect, of any single person in History , in fucking the Shapers/surfers/designers all the way down to the future of all surfboard makers….as his shitty boards have no succession/shaper/designer future plan/career for young up and coming surfers who have a passion for design /surfboard making.
For the surfboard industry, Kelly was/is and will be the malevolent evil that brought a cottage industry to it’s knees……he uses Mark Price as his hitman and buffer between him and the worlds most unsustainable surfboards, so that for a few extra $’s Kelly is richer……but there is no-one in surfing that has disrespected shaper/designers/surfboard makers than Kelly…….a parasite on surfing , yeah!!!
Will someone really ask me what I really think?
I dont find epoxy-stringerless-technology boards to be aesthetically pleasing. A cutty on a seaside or glazer doesn’t look as good. Aesthetic is everything which is why I buy PU boards, often used.
“Founded by Nev Hyman”
what about Bert Burger?
Or Val Sphincter?
That doesn’t matter, what matter is the environment✊🏾
Woke clowns. You know, the ones who celebrated culture day instead of columbus day. Will be the ones supporting slavery and buying that BS.
F O A D…
(that means Fuck Off And Die, for those who may not know)
You can’t have your cake and eat it too.
Gee, thanks for the free marketing.
Coincidence? I think not! https://uploads.disquscdn.c…
https://uploads.disquscdn.c…
Hi Kelz! I’m after something in the 41.6L range. Preferably filled with helium, coated with sustainable wool (green – not grey… ewww) and maybe a back foot grip made from algae. I’ve got a sick pair of Patagonia board shorts but if you know any other sustainably smug boardies that display my privilege and environmental virtue signaling, I’m happy to represent. Throw in some stickers too… the 300 series back window is a bit bare. Shaka brah 🤙
Haha
Taiwan glass room: “What you mean ‘sare”? You already so cheap, u don’t pay good! Stupid American shourd buy from rocal shaper!!”
Maybe do a little fact checking on the Cobra factory you reference , eviro health and safety are industry state of the art leading edge , Cobra is a massive company that competes on the global stage with a wide range of products not just surfboards as such has global accreditation , also you may want to have a look at the list of major board brands that actually have thier boards made in the cobra factories its big.
Other than that fuck what the Cobra technology represents to surfing.
Maybe this year buy-a-firewire-cheap.com.cn will finally deliver the $350 new firewire I bought from them.
One issue is who would buy one new now before the impending sale and second hand firewires just had there pricing slashed by 30% immediately.
Not a great way to build brand loyalty but Kelly obviously can’t give a fuck .