Grandpas against establishment.
It was not that long ago, twenty-five years or such, when the surfing lifestyle, its shoes, shirts, shorts etc., were made for and by the cool kids. Labels like Quiksilver, Billabong, Gotcha and Volcom draping the young and restless in must-have garb. The surf industry was born in an explosion of rad though, twenty-five or such years later, has lost its way. The brands became publicly traded, falling on hard times and trends moved on, then purchased by private equity firms before being lumped into one mega-brand and sold to Authentic Brands Group, a New York-based licensing juggernaut that is anything but authentic.
The beancounters and pencil pushers there, though, must have finally realized that teenagers aren’t the actual market for surf-branded shoes, shirts, shorts, etc. No, it is almost exclusively made up of elderly men.
And, thus, Billabong is leaning right in, kicking the kids to the curb and dropping a whole range featuring 80s-90s era graphics plus a video featuring 80s-90s era surfer Mark Occhilupo.
The short piece follows the 1999 World Champion to Bells and then to Cloudbreak. Elderly men, watching on outdated devices, certainly cheering along and possibly punching in Billabong’s website to purchase throwback duds that remind them of better times.
Are you amongst the nostalgic?
Feeling happy to finally be seen?
Quietly hoping Vans releases an orthopedic shoe in the iconic checkerboard colorway next?
Imagining that Kelly Slater Wave Pool Co. might develop a retirement community soon?
Huzzah.