The History Of Surfwear – The 2010s
2010s – Now And The Future
Being green and coping with economic recession will be two big pressures on surfwear in this decade. Eco tourism to established surf locations, and the protection of beaches, will be an important part of surfing, in particular its world tour visiting 11 exotic beaches. Many of the tour events have looked to reduce their carbon footprint and to introduce more sustainable practices, like more proactive recycling at the venues and introduction of solar panels to provide power from renewable sources. The whole tour, and the whole sport, will aim to be greener – surfing itself is about health, respect, and enjoyment of the environment. It must also apply the same care to new locations including China (hosts of the Hainan Open), India and the Philippines, each with an increasing population, and large coastline ready for ‘ripping’, with respect. Asian surfing is the next to boom, with many more surfers – and wannbe surfers.
Surf lifestyle is synonymous with green issues, embraced more by manufacturers in their operations and use of materials. Recycled surfwear and green surf clothing are part of the surf range: eco friendly cottons and inks are now garment features; next, surfwear sold with carbon offsets for sustainable surfing and sustainable surfwear will become a must. Quiksilver offer shorts made from recycled polyester, with a mix eco-friendly fabrics (though the details aren’t particularly transparent yet as to their composition and how much is recycled). The Quiksilver Classified boardshorts (shown below) are made from recycled polyester, and have more innovations: the drawstring kept inside the waist to save it dangling outside. Quiksilver also released ‘Diamond Dobby DLX’ stretch fabric, which isn’t flat and has raised diamond shapes in the material meaning 30% less of the boardshort fabric touches the skin, providing for less rash and faster drying times (two times faster than the average boardshort).
Respect for traditional surf values could see a retro feel to style, but only if it makes money and harnesses new fabric innovations. Rip Curl’s 2010 ‘Live The Search’ embodies a desire to embrace what is true and natural about surfing, and being in touch with the environment. Designer swimwear will continue to flourish, as the need to look ‘cool in the pool’ won’t go away. Quiksilver’s Premium Series are a step towards high end ranges. Surfwear and swimwear need to ensure they don’t become ’standard’ but still offer value for money.
In the future the gap will widen between soul-surfers and the marketed-to surfing sub-cultures. Surf fashion being serious business in contrast to surfing’s informality. Real surfwears will continue to distance themselves from the mass, likely not using attitude as they used to but relying more the specialised innovations to surfwear, and its function to the sport.
Without forgetting it’s sporting roots, surfwear will become even more image conscious, as brands adapt to digital life online. And surfwear will be more impact conscious: the water, the beach, and the planet. Surfwear will continue to project life-style qualities of health freedom and fun, but in an increasingly virtual world, in which anyone can live vicariously through surfers at the beach by wearing their clothes.
But then again surfing has always been about freedom, and surfwear about a free lifestyle – so who knows which wave it will ride next.
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We’ll end with the wise words of legendary champion surfer Mike Doyle:
“Surfing is fun, and surfwear helps remind people of all ages that life is supposed to be fun.”
Mike Doyle, World Surfing Champion 1970
Thanks Mike, we couldn’t agree more.
Back: The 2000s – Designer Swimwear And Custom Surfwear
