Is Billabong Still a Brand? 🌊 The Truth Revealed (2025)

If you’ve ever wondered whether Billabong—the iconic surf brand that’s been synonymous with waves, sun, and saltwater style since the ’70s—is still riding high in 2025, you’re not alone. Between headlines about store closures and corporate shake-ups, the question “Is Billabong still a brand?” has been echoing louder than a perfect barrel at Pipeline. Spoiler alert: Billabong is very much alive, but the story behind its current status is as twisty as a reef break.

In this deep dive, we’ll paddle through Billabong’s rich history, unpack the recent ownership changes, and explore what the brand looks like today—from its legendary wetsuits to its vibrant surfwear collections. Plus, we’ll share insider insights from our Surf Brands™ team and reveal how Billabong stacks up against its rivals. Curious about where to find authentic Billabong gear or how the brand is embracing sustainability? Stick around, because we’ve got all that and more coming your way.

Key Takeaways

  • Billabong remains an active and influential surf brand in 2025, despite retail store closures and corporate ownership changes.
  • The brand is now owned by Authentic Brands Group (ABG), which focuses on licensing and global brand management.
  • Billabong continues to offer high-quality surfwear, wetsuits, and lifestyle apparel for men, women, and kids.
  • While some physical stores have closed, Billabong products are widely available online and through major surf retailers.
  • The brand is making strides in sustainability by incorporating recycled materials and eco-friendly practices.
  • Billabong maintains strong ties to the surf community through team sponsorships and major surf events.
  • For authentic Billabong gear, shop directly from the official website or trusted retailers like Zumiez and Pacsun.

Ready to ride the wave with Billabong’s latest? Keep reading to discover everything you need to know about this legendary surf brand’s past, present, and future.

Table of Contents

Here at Surf Brands™, we’ve spent more time in boardshorts than in regular shorts, and we’ve seen brands come and go like the tides. A question that keeps popping up in our DMs and at the local break is, “Is Billabong still a brand?” Let’s dive deep, cut through the foam, and get you the real story on this legendary surf icon. We’ll also tackle the bigger question: Is Billabong Still a Cool Brand? 7 Truths You Need to Know (2025) 🌊.

⚡️ Quick Tips and Facts: Billabong’s Current Status

Pressed for time before the next set rolls in? Here’s the lowdown on Billabong right now:

  • ✅ Yes, Billabong is absolutely still a major brand! They are actively designing, selling, and marketing surf and lifestyle apparel globally.
  • New Ownership: As of September 2023, Billabong, along with its sister brands like Quiksilver and RVCA, is owned by Authentic Brands Group (ABG). This is a huge shift in the surf industry landscape!
  • Store Closures Explained: You might have heard about some store closures in the US. This was due to the bankruptcy of their US retail operator, Liberated Brands, in early 2025. Crucially, this does not mean the Billabong brand is gone—just that the physical retail strategy is changing.
  • Product Focus: The brand continues to pump out its core products: high-performance boardshorts, innovative wetsuits, and a wide range of Surf Fashion for men, women, and kids.
  • Where to Buy: You can find their gear on the official Billabong website and at major surf shops and retailers worldwide.
  • Core Identity: The brand’s identity, born on Australia’s Gold Coast in 1973, remains rooted in surf culture, even under new corporate ownership.

🌊 Riding the Wave: Billabong’s Storied Past and Enduring Legacy

You can’t talk about surf culture without mentioning Billabong. Founded in 1973 by Gordon and Rena Merchant on the sun-drenched Gold Coast of Australia, the brand was born from a simple need: durable boardshorts that could withstand the punishment of the surf. Rena’s secret weapon? A triple-stitching technique that made their shorts legendary for their toughness.

From those humble beginnings at their kitchen table, Billabong exploded. It wasn’t just a clothing company; it was a movement. They sponsored iconic surf competitions like the Billabong Pro at Jeffreys Bay and Teahupo’o and built a team of riders who were the gods of the sport. This cemented their place in the heart of the global Surf Lifestyle.

Over the years, the company grew into a behemoth, acquiring other influential brands like Von Zipper, Element Skateboards, and RVCA. But like any epic ride, there were wipeouts. The 2010s brought financial struggles, takeover bids, and a sense that the brand might be losing its way. It was a classic tale of a core surf brand navigating the treacherous waters of big business.

🧐 The Big Question: Is Billabong Still a Brand in 2024?

Let’s cut to the chase: YES, 100%.

Despite the corporate shake-ups and confusing headlines about bankruptcy (more on that in a sec), Billabong is alive and kicking. A quick look at their official websites for the US and Australia shows a brand that is very much active. They are constantly dropping new collections, like the “Spec ’73” and “Adventure Division” lines, and collaborating with artists and surfers.

The confusion for many people comes from the news about store closures. It’s a classic case of mistaken identity. The brand itself is separate from the company that operates its physical stores in certain regions. So, while you may see fewer brick-and-mortar Billabong shops in the US, the brand’s products are still being produced and are widely available online and through other retailers.

🤝 Who Owns Billabong Now? Unpacking the Corporate Tides

This is where things get interesting and a little complex. The story of who owns Billabong is a saga of corporate takeovers that has reshaped the entire surf industry.

The Boardriders Era: A Family of Surf Brands

For a while, Billabong was part of Boardriders, Inc., which was a supergroup of surf brands. In 2018, Boardriders (the owner of arch-rival Quiksilver) acquired Billabong International Limited. This brought iconic names like Billabong, Quiksilver, Roxy, DC Shoes, RVCA, and Element all under one roof. It was a massive consolidation, meant to stabilize the brands and create efficiencies.

Authentic Brands Group (ABG): The New Horizon

The tide changed again in 2023. Authentic Brands Group (ABG), a global brand development and licensing company, finalized its acquisition of Boardriders for a cool US$1.25 billion.

What does this mean for you, the surfer or fan?

ABG’s business model is different. They are experts in brand management and marketing. They often license the design, manufacturing, and distribution to other companies. This is what led to the situation with Liberated Brands, the operator of the US stores. As one local business owner in Hawaii noted in the video above, it feels like “the licensing is just going from one corporate entity to another.” While this corporate strategy can feel distant from the brand’s salty roots, ABG’s goal is to strengthen the brand’s global presence and ensure you can still get your hands on Billabong gear for years to come.

🏄‍♂️ Billabong’s Enduring Appeal: What Makes It Relevant Today?

So, Billabong is still here, but is it still… good? As surfers who live and breathe this stuff, we can confidently say yes. The brand continues to deliver quality products across several key categories.

Iconic Surfwear & Apparel: The Core of Billabong’s Identity

This is Billabong’s bread and butter. From classic logo tees and hoodies to walkshorts and flannels, their apparel line is still a staple in any surfer’s wardrobe. They’ve managed to evolve with modern trends while staying true to their laid-back, surf-centric aesthetic. Their “Adventure Division” collection, for example, offers more rugged, all-weather gear perfect for those dawn patrol missions when the weather is iffy.

Performance Wetsuits & Gear: For the Serious Surfer

Feature Our Rating (1-10) Why?
Innovation 8/10 Graphene-infused linings for warmth are a game-changer.
Flexibility 9/10 Modern neoprene is incredibly stretchy and lightweight.
Durability 7/10 Good, but high-performance suits often trade some longevity for flex.
Style 8/10 Classic designs with modern colorways.

Billabong’s wetsuits have always been a core part of their Surf Gear lineup. They continue to innovate with materials like their Nobel Prize-winning Graphene technology, which lines the inside of their suits for superior warmth without adding bulk. Whether you need a full steamer for frigid winter swells or a light springsuit, their range is comprehensive and reliable.

👉 Shop Men’s Wetsuits on:

Lifestyle & Fashion Collections: Beyond the Break

Billabong has successfully expanded beyond just core surf apparel. They offer a full range of lifestyle clothing, including pants, jackets, and accessories that fit in just as well in the city as they do at the beach. Collaborations with artists like Ty Williams and Schuyler Beecroft bring a fresh, creative energy to their collections, keeping the brand visually exciting.

Women’s Swimwear & Apparel: Catching Waves in Style

Billabong’s women’s line is a huge part of their business and a leader in the Surf Fashion space. From performance-oriented bikinis designed to stay put in the surf to stylish one-pieces and breezy dresses, the collections are vibrant and on-trend. Collaborations with pro surfers like Laura Enever ensure the designs are both fashionable and functional.

👉 Shop Women’s Swimwear on:

Kids’ Collections: Inspiring the Next Generation of Groms

You can’t forget the groms! Billabong offers a full range of clothing, boardshorts, and swimwear for boys, girls, and teens. It’s the kind of gear that gets kids stoked on the surf lifestyle from a young age, ensuring the culture gets passed down.

🛒 Where to Find Billabong: Retail Presence and Online Accessibility

Okay, so where do you actually buy Billabong gear now?

Official Billabong Online Store

The easiest and most reliable place is directly from their official website. This is where you’ll find the entire collection, including web-exclusives and the best selection of sizes and styles. They operate regional sites for different parts of the world, ensuring a localized experience.

Major Retailers and Surf Shops

Despite the closure of some dedicated Billabong stores in the US, the brand’s products are still stocked in hundreds of independent surf shops and major retail chains around the globe. Places like Zumiez, Pacsun, and other core surf retailers remain key partners. The recent bankruptcy of Liberated Brands has definitely caused a stir, especially in places like Hawaii where surfwear is a daily uniform. As Retail Merchants of Hawaii President Tina Yamaki said, “It’s one less choice that Hawaii has to go to.” This highlights the importance of supporting your local surf shop if you can!

♻️ Billabong’s Commitment to Sustainability: Riding Green Waves

In today’s world, a brand’s environmental impact matters more than ever. We’re happy to report that Billabong is making some serious strides in this area. A key part of their sustainability effort is their Recycler program. Many of their boardshorts are now made from recycled PET plastic bottles. They’ve also been incorporating other eco-friendly materials, like organic cotton and hemp, into their apparel lines. It’s a solid step towards ensuring the oceans and beaches we love stay clean for generations to come.

🏆 Team Riders & Sponsorships: Keeping the Surf Spirit Alive

A surf brand is only as credible as the surfers who represent it. Billabong has a long history of sponsoring some of the world’s best surfers, and that continues today. Their team includes a mix of world champions, big-wave chargers, and stylish free-surfers. By investing in athletes and major surf events like the Billabong Pipeline Masters, they maintain a crucial connection to the core of the sport. This isn’t just marketing; it’s about supporting the community and pushing the progression of surfing.

🗣️ Consumer Insights: What Surfers and Shoppers Are Saying

What do everyday people think? We scrolled through forums and reviews to get a pulse on public perception.

  • The Nostalgia Factor: Many long-time surfers have a soft spot for Billabong. For them, it’s the brand they grew up with, and it carries a lot of positive memories.
  • Quality Concerns: Some online comments mention a perceived drop in quality over the years, a common complaint for many brands that have grown and shifted manufacturing.
  • Fashion vs. Function: There’s a split between those who see Billabong as a core surf performance brand and those who view it more as a lifestyle/fashion label. The truth is, it’s both.
  • Brand Loyalty: Despite the corporate changes, brand loyalty remains strong. Many shoppers actively seek out Billabong for its distinct style and surf heritage.

🆚 Billabong vs. The Competition: Standing Strong in the Surf Market

The surfwear market is a crowded break with a lot of heavy hitters. How does Billabong stack up against the other giants in our Surf Brand Guides?

Brand Key Strength Our Take
Billabong Heritage & Broad Appeal A well-rounded giant with strong offerings in both performance and lifestyle.
Quiksilver Iconic & Mountain/Wave The original boardshort company, now a sister brand with a strong snow presence.
Rip Curl The Search & Wetsuits A core, surf-focused brand known for its top-tier wetsuits and tide watches.
O’Neill Wetsuit Pioneer The original wetsuit innovator, still a leader in neoprene technology.
Hurley Performance & Innovation Known for its hyper-flexible Phantom boardshorts and athletic focus.
Volcom Youth & Counter-Culture Embraces skate, snow, and surf with a more rebellious, art-driven vibe.

Quiksilver & Roxy

Now under the same ABG ownership, Quiksilver is Billabong’s closest sibling and historical rival. They share a similar market space, but Quiksilver often leans into its mountain-and-wave heritage, while Billabong maintains a slightly more Aussie-centric surf vibe.

Rip Curl

Owned by Kathmandu, Rip Curl remains fiercely focused on the core surfer with its “The Search” mantra. They are arguably the leader in wetsuit technology and are a direct competitor for the serious surfer’s dollar.

O’Neill

As the inventor of the wetsuit, O’Neill holds a special place in surf history. They remain a top competitor in the wetsuit market and have a strong, loyal following.

Hurley

Now independent from Nike, Hurley continues to push the boundaries of performance surfwear, particularly with their boardshorts. They often appeal to a more athletic, performance-driven surfer.

Volcom

Volcom has always carved its own path with a “True to This” ethos that embraces skate, art, and music alongside surfing. They appeal to a slightly younger, more counter-culture demographic compared to Billabong.

🔮 The Future of Billabong: What’s Next for the Iconic Surf Brand?

So, what does the future hold? With Authentic Brands Group at the helm, we expect to see a few key things:

  1. Expanded Licensing: ABG’s model means you might start seeing the Billabong name on a wider range of products through different partnerships. Think sunglasses, footwear, and other accessories.
  2. Digital-First Approach: With the shift away from company-owned physical stores, expect an even bigger focus on e-commerce and digital marketing to reach customers directly.
  3. Brand Storytelling: ABG are masters of marketing. We anticipate they will lean heavily into Billabong’s rich 50-year history and its authentic connection to surf culture to connect with new and old fans alike.

The biggest question mark is whether the brand can maintain its core soul and credibility under a corporate structure so far removed from that original kitchen table on the Gold Coast. As a team of lifelong surfers, we’re optimistic but watching closely. The heart of a surf brand lies in its connection to the water, and as long as Billabong keeps making gear that performs in the waves and resonates with the culture, it will have a place in our lineup.

✅ Conclusion: Billabong’s Unwavering Presence in the Surf World

After paddling through decades of ups and downs, Billabong remains very much a living, breathing surf brand in 2024. Despite the corporate reshuffles, store closures, and financial turbulence, the brand’s soul — that authentic connection to surf culture — still shines through in their apparel, wetsuits, and lifestyle collections.

Positives:

  • Rich heritage and surf credibility dating back to 1973.
  • Wide product range covering men’s, women’s, and kids’ surfwear and gear.
  • Continued innovation in wetsuit technology (hello, graphene lining!).
  • Strong presence online and in surf shops worldwide.
  • Commitment to sustainability with recycled materials and eco-conscious initiatives.
  • Active sponsorship of top surfers and events keeps the brand relevant.

Negatives:

  • Some consumers perceive a dip in quality compared to the golden years.
  • The shift away from physical stores in some regions can make in-person shopping tricky.
  • Corporate ownership by ABG means the brand is now part of a larger licensing machine, which may impact its grassroots feel.

Our Take: If you’re a surfer or surf fan looking for gear that blends performance, style, and heritage, Billabong still deserves a spot in your quiver. Whether you want a trusty wetsuit for cold-water sessions or a laid-back hoodie for post-surf chill, Billabong delivers. Just remember to shop smart — check product reviews and buy from reputable retailers to ensure authenticity.

So, is Billabong still a brand? Absolutely. Is it still cool? We’d say yes, especially if you value that classic surf vibe with a modern twist. The brand’s future may be corporate, but the waves don’t lie — Billabong is still riding strong.

👉 Shop Billabong Products:

Books to Ride the Wave of Surf Knowledge:

  • “Billabong: The First 30 Years” by Billabong — A deep dive into the brand’s history and culture. Amazon Link
  • “Surfing: A History of the Ancient Hawaiian Sport” by Ben R. Finney and James D. Houston — For those who want to understand the roots of surf culture. Amazon Link
  • “The Surfboard: Art, Style, Stoke” by Ben Marcus — A visual celebration of surfboard design and culture. Amazon Link

❓ FAQ: Your Burning Questions About Billabong Answered

Is Billabong still a thing?

Yes! Billabong is very much an active surf and lifestyle brand in 2024. While their retail footprint has shifted, especially in the US, the brand continues to design, produce, and sell surfwear and gear globally. Their official websites and major retailers stock Billabong products, and the brand remains a staple in surf culture.

What happened to Billabong as a company?

Billabong faced significant financial challenges in the 2010s, including large losses and restructuring. After a series of ownership changes, it was acquired by Boardriders, Inc. in 2018, which itself was acquired by Authentic Brands Group (ABG) in 2023. The US retail operator, Liberated Brands, filed for bankruptcy in 2025, leading to store closures, but the brand itself remains intact under ABG’s management.

Billabong retains strong popularity, especially among surfers who appreciate its heritage and product range. While some newer brands have emerged, Billabong’s sponsorship of top surfers and events keeps it relevant. The brand balances performance gear with lifestyle apparel, appealing to a broad audience.

Who owns Billabong now?

Billabong is owned by Authentic Brands Group (ABG), a global brand management company that acquired Boardriders, Inc. (which included Billabong) in 2023. ABG focuses on licensing and brand development rather than direct retail operations.

Where can I buy authentic Billabong surfwear?

The best way to ensure authenticity is to buy from:

  • The official Billabong websites (US, Australia)
  • Established surf retailers like Zumiez, Pacsun, and reputable local surf shops
  • Trusted online marketplaces like Amazon (check seller ratings and reviews)

Avoid suspiciously cheap or unverified sellers to dodge counterfeit products.

Billabong has embraced sustainability by incorporating recycled materials (like PET plastic bottles) into boardshorts and apparel. They also use organic cotton and hemp in some collections and have initiatives aimed at reducing their environmental footprint, reflecting a growing commitment to ocean health.

Does Billabong still sponsor professional surfers?

Yes, Billabong continues to sponsor a roster of professional surfers and supports major surf events worldwide. This sponsorship keeps the brand deeply connected to the surf community and helps maintain its credibility.

We hope this comprehensive guide helped you catch the full story on Billabong’s status today. Whether you’re gearing up for your next surf session or just want to rock that classic surf style, Billabong is still a brand worth riding with. 🌊🤙

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