🌊 5 Surf Clothing Brands That Went Bankrupt (2025) — What Really Happened?

Surf culture has always been about riding the perfect wave, but what happens when the brands that outfit us wipe out financially? You’ve probably seen headlines about Billabong, Quiksilver, and others heading into bankruptcy or closing stores — but the full story is way more complex (and way more interesting) than a simple “brand gone bust” narrative.

At Surf Brands™, we’ve been tracking these industry shake-ups from the frontlines. Did you know that while some surfwear retailers filed for bankruptcy, the brands themselves often live on under new ownership? Or that O’Neill’s secret to survival lies in innovation and staying true to its roots? Stick around, because later we’ll reveal insider insights from O’Neill’s VP of Sales and share tips on how you can support surf brands through these turbulent times.

Key Takeaways

  • Liberated Brands’ bankruptcy triggered major store closures, but iconic surf brands like Billabong and Quiksilver continue under Authentic Brands Group’s ownership.
  • Quiksilver and Billabong have both faced bankruptcy before, highlighting recurring financial challenges in the surfwear industry.
  • Hurley’s journey shows the risks of corporate ownership and brand identity loss, while O’Neill thrives by focusing on innovation and core surf values.
  • Fast fashion, digital disruption, and changing consumer tastes are major forces reshaping surf clothing brands today.
  • Supporting local surf shops and emerging indie brands is crucial to keeping surf culture alive and kicking.

👉 Shop iconic surfwear brands here:

Table of Contents

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⚡️ Quick Tips and Facts

Caught in a riptide of information? Here’s the lowdown on the surf industry’s recent financial wipeouts. We’ve distilled the key takeaways for you right here.

  • Who’s Really Bankrupt? 🏛️ It’s Liberated Brands, the company that held the license to operate retail stores and e-commerce for major surf brands in the U.S., that filed for Chapter 11 bankruptcy. The brands themselves—like Billabong, Quiksilver, and Volcom—are not going out of business for good. They are owned by a larger entity, Authentic Brands Group (ABG).
  • Store Closures: ✅ Yes, over 120 retail stores for brands including Billabong, Quiksilver, and Volcom are being liquidated and closed as a result of the Liberated Brands bankruptcy. This has caused a media storm and a lot of confusion among shoppers.
  • The Big Picture: This isn’t the first time the surf industry has faced a financial tsunami. Major brands like Quiksilver and Billabong have gone through bankruptcy and restructuring in the past, notably around 2015 and 2018.
  • Why is this happening? 🧐 A perfect storm of factors is at play: the rise of fast fashion, changing consumer trends, the shift to online shopping, and the complex world of brand licensing and management. The #featured-video in this article even points to fast fashion as a major culprit.
  • The Silver Lining for Locals? 🤙 Some local surf shops are seeing a small, immediate perk. Liberated Brands offered them deep discounts (like 60% off) on spring orders to clear inventory, which could help their profit margins in the short term.
  • Brand DNA is Changing: As one industry analysis puts it, “The success of many brands now hinges on licensing agreements, fire sales and staff cuts, a far cry from the high-roller times…” This means the way these iconic brands operate is fundamentally shifting.

🌊 Surf Clothing Brands That Went Bankrupt: A Wave of Financial Wipeouts


Video: The Rise And Fall Of Quiksilver.








Remember that feeling? The first time you zipped up a wetsuit or pulled on a pair of boardshorts from one of the big guys. It felt like you were part of something. A tribe. For decades, brands like Billabong, Quiksilver, and Hurley weren’t just clothes; they were the uniform for our Surf Lifestyle.

But lately, the tide has turned. News headlines are screaming about bankruptcy, liquidation, and store closures. It’s enough to make any surfer’s heart sink. We’ve seen friends and fellow surfers texting us, “Is it true? Is Billabong gone forever?”

Let’s clear the foam from the water. The story is more complicated, and frankly, more interesting than just “another company went bust.” It’s a tale of corporate takeovers, changing fashions, and a battle for the very soul of surfing culture. Here at Surf Brands™, we’ve been riding these waves for years, and we’re here to give you the inside line on what’s really going on with the brands that defined a generation. We’ll separate the facts from the fear and explore which brands truly wiped out, which are just navigating rough seas, and what it all means for you, the surfer.

1. The Rise and Fall of Billabong: From Surf Icon to Liquidation


Video: 15 Fashion Brands on the Verge of Bankruptcy.








Ah, Billabong. The name itself sounds like a classic Aussie surf trip. For years, they were on top of the world. But as any surfer knows, even the biggest waves eventually close out.

From Kitchen Table to Global Empire

Founded in 1973 on the Gold Coast of Australia by Gordon and Rena Merchant, Billabong started with boardshorts sewn on their kitchen table. Their triple-stitching technique was legendary for its durability, and the brand exploded in popularity, becoming a global powerhouse. We remember saving up for our first pair of Billabong boardies—they were a badge of honor.

The Financial Wipeout

The cracks started showing over a decade ago. Around 2010, the entire industry felt a tremor, and Billabong was at the epicenter. After a series of questionable acquisitions and a failure to adapt to changing markets, the company found itself in deep water. They officially filed for bankruptcy protection and underwent major restructuring, a story that became a case study for MBA classes on what not to do.

Eventually, they were acquired by Boardriders, Inc. (backed by Oaktree Capital), the same group that owned Quiksilver, in 2018. It seemed like a life raft.

The Latest Wave: Liberated Brands Liquidation

Fast forward to today. The brand itself was sold to Authentic Brands Group (ABG) in 2023. ABG’s model is to own the brand’s intellectual property and license out the operations. The company that held the license for Billabong’s U.S. retail and wholesale, Liberated Brands, is the one that recently filed for Chapter 11 bankruptcy.

What this means for you:

  • ❌ Physical Stores Closing: The official Billabong stores you see in malls are closing down.
  • ✅ The Brand Lives On: Billabong isn’t dead! ABG will find new partners to produce and sell Billabong gear. You’ll still be able to buy their products online and in multi-brand surf shops.

It’s a sad chapter, for sure. As Greg Mesanko, who has run a Billabong-licensed store since the 70s, noted, the news created immense confusion, with “hundreds of customers” asking if the brand was gone for good.

👉 Shop Billabong on:

2. Quiksilver’s Bankruptcy Saga: Lessons from a Surf Giant’s Struggles


Video: 15 Luxury Clothing Brands Going Out Of Business Fast.








If Billabong was the laid-back Aussie, Quiksilver was the Californian king of cool. The iconic mountain and wave logo was everywhere, from the pro tour to the local beach break. But their journey has been just as turbulent. If you’re wondering, “Does Quiksilver still exist?“, the short answer is yes, but it’s been a wild ride.

The Peak of the Wave

Quiksilver, founded in Torquay, Australia, in 1969, defined an era of Surf Fashion. They sponsored legends like Kelly Slater and Tom Carroll. Their expansion was aggressive, acquiring brands like DC Shoes and Rossignol, and even launching a women’s line, Roxy, which became a phenomenon in its own right.

The Crash

Like Billabong, Quiksilver flew too close to the sun. Over-expansion, massive debt, and a disconnect from their core audience led them to file for Chapter 11 bankruptcy in the U.S. in 2015. It was a massive shock to the industry. The company that once seemed invincible had fallen.

They emerged from bankruptcy under the ownership of Oaktree Capital Management, eventually forming the Boardriders group and acquiring their old rival, Billabong. It was a consolidation move meant to stabilize the ship.

The Current Situation

Today, Quiksilver is in the same boat as Billabong. Owned by ABG and previously licensed to the now-bankrupt Liberated Brands, its U.S. retail stores are also being liquidated. The brand, however, remains active.

Key Lessons from Quiksilver’s Struggles:

  1. Stay Authentic: Straying too far from the core surf market diluted their brand identity.
  2. Debt is a Drag: Aggressive, debt-fueled expansion is incredibly risky.
  3. Adapt or Die: They were slow to react to the rise of e-commerce and fast fashion.

The story of Quiksilver serves as a powerful cautionary tale for all Surf Brand Guides: no matter how big you are, you’re never too big to fail.

👉 Shop Quiksilver on:

3. Hurley’s Financial Tides: How Nike’s Surf Brand Faced Rough Waters


Video: Clothing Brands That (kinda) Fell Off.








Hurley’s story is a bit different. It’s a tale of a core surf brand being swallowed by a corporate giant, spit back out, and left to find its footing.

The Nike Era: A Double-Edged Sword

Bob Hurley started his brand in 1999 with a focus on performance and progression, and it quickly became a favorite for its innovative Surf Gear. In 2002, Nike acquired Hurley, hoping to use it as a foothold in the action sports world.

The Pros:

  • 💰 Deep Pockets: Nike’s resources fueled incredible product innovation, like the Phantom boardshorts.
  • 🚀 Global Reach: Hurley was suddenly on shelves all over the world.

The Cons:

  • Corporate Culture Clash: The free-wheeling surf vibe didn’t always mesh with Nike’s buttoned-up corporate structure.
  • Loss of Core Identity: Some old-school surfers felt the brand lost a bit of its soul under the swoosh.

The Sale and the Aftermath

In 2019, Nike abruptly sold Hurley to the brand licensing firm Bluestar Alliance. The move was sudden and brutal. The entire pro surf team was cut, a move that sent shockwaves through the community. While Hurley didn’t file for bankruptcy in the same way as Quiksilver or Billabong’s operator, the transition was a clear sign of financial struggle and a strategic pivot.

The brand has since been trying to reconnect with its roots, but it’s a tough paddle back out. It shows that even with the backing of a behemoth like Nike, the surf market is a treacherous one to navigate.

👉 Shop Hurley on:

4. Reef’s Rollercoaster: Navigating Bankruptcy and Brand Revival


Video: Why do successful fashion brands go bankrupt?







When you think of surf sandals, you think of Reef. Founded by two Argentine brothers, Fernando and Santiago Aguerre, in the 80s, Reef built an empire on comfortable footwear and a fun-loving, beach-centric image.

From Private to Corporate and Back Again

Reef enjoyed massive success and was eventually acquired by VF Corporation (the parent company of Vans, The North Face, and Timberland) in 2005. Like Hurley’s experience with Nike, this brought global distribution but also placed them within a massive corporate machine.

In 2018, VF Corporation sold Reef to The Rockport Company, a footwear-focused firm. This is where the trouble began. Just a few months later, in May 2018, The Rockport Company filed for Chapter 11 bankruptcy. While Reef itself was cited as a profitable part of the business, it was dragged into the financial chaos of its new parent company.

Rockport was eventually acquired out of bankruptcy by Charlesbank Capital Partners, a private equity firm, which has kept the Reef brand alive and well. This episode highlights a different kind of danger for surf brands: being acquired by a parent company that isn’t financially stable.

Reef’s journey shows:

  • The brand itself can be healthy, but the wrong ownership can put it at risk.
  • Resilience is key. Reef survived the bankruptcy of its parent company and is still a major player in the market.

👉 Shop Reef on:

5. O’Neill’s Survival Story: Innovation Amidst Industry Collapse


Video: Watch this before you start a clothing brand in 2025.








Amidst all this talk of bankruptcy and financial gloom, there are stories of survival. And one of the best is O’Neill. How has the original California surf brand, the inventor of the wetsuit, managed to stay afloat while its rivals were sinking?

The answer, in a word, is innovation.

While other brands were chasing fickle fashion trends, O’Neill doubled down on what they do best: making high-quality, technical surf products. Jack O’Neill’s original mission was to “surf longer,” and that ethos still drives the company.

What O’Neill Did Right

Strategy Description Why It Worked
Focus on the Core They never forgot they were a surf company first. Their primary focus has always been on creating the best wetsuits, boardshorts, and technical gear. This builds unwavering loyalty with dedicated surfers who value performance over hype.
Controlled Growth O’Neill avoided the kind of massive, debt-fueled expansion that crippled Quiksilver and Billabong. Slower, more organic growth is more sustainable and prevents the brand from becoming overexposed and losing its cool factor.
Technical Innovation From the first wetsuit to modern marvels like Technobutter Neoprene, they have consistently led the charge in product development. It gives them a clear point of difference and a reason for customers to choose them over cheaper, less functional alternatives.

As Paul Harvey, O’Neill’s VP of Sales, discussed in an interview about the industry’s struggles, the current environment is one where “traditional models no longer guarantee survival.” O’Neill’s survival is a testament to the power of having a strong identity and a product that truly performs. They prove that you don’t have to be the biggest to be the best.

👉 Shop O’Neill on:

🌐 The Economic and Market Forces Behind Surfwear Bankruptcies


Video: The FALL of Surf, Skate, Snow—One Buyout at a Time.








So, what’s the giant rip current pulling all these brands under? It’s not just one thing, but a powerful combination of economic and cultural shifts.

The “Core” Problem: Losing the Soul

In the 90s and early 2000s, surfwear was mainstream fashion. Everyone from Iowa to Idaho was rocking a Quiksilver tee. This was great for profits, but it diluted the brands’ core identity. When the fashion trends changed, the mainstream customers left, and some of the core surfers felt the brands had sold out.

The Great Recession Hangover

The 2008 financial crisis was a body blow. People simply had less money to spend on premium-priced boardshorts and hoodies. This forced brands into heavy discounting, which devalued their products and squeezed profit margins, a cycle that’s hard to break.

The Rise of “Fast Fashion”

Why pay top dollar for a Billabong shirt when you can get a similar-looking one from H&M or Zara for a fraction of the price? As the #featured-video highlights, the rise of fast fashion has been a major disruptor, training consumers to expect trendy clothes at disposable prices. Heritage surf brands, with their focus on quality and seasonal collections, have struggled to compete on price and speed.


Video: 15 Luxury Clothing Brands People Don’t Buy Anymore.








The internet changed everything. For surf brands built on a model of wholesale accounts with local surf shops and splashy magazine ads, the digital age was a whole new ocean.

E-commerce and the Death of the Mall

The shift to online shopping hit mall-based retailers hard. Brands that had invested heavily in physical stores, like Billabong and Quiksilver, suddenly found those stores becoming expensive liabilities. As David Brooks of ABG noted, these mono-brand stores account for less than 5% of global sales, making them an easy target for closure during a bankruptcy.

The Social Media Game

Marketing changed, too. The power shifted from big-budget ad campaigns to Instagram influencers and authentic, user-generated content. Younger consumers want to connect with brands on a personal level. Some of the legacy brands were slow to adapt, seeming out of touch compared to newer, more digitally-savvy startups.

A New Generation of Surfers

Today’s young surfers have different values. They are often more interested in sustainability, inclusivity, and smaller, independent labels. The “big three” (Quik, Billabong, Rip Curl) don’t hold the same god-like status they once did. This has opened the door for brands like Vissla, Outerknown, and Florence Marine X to capture the hearts and wallets of the next generation.

💡 What Surfers and Retailers Can Learn from These Bankruptcies


Video: 15 Clothing Brands Shutting Down Forever.








This whole saga isn’t just business news; it’s a learning moment for our entire community.

For Surfers: Your Wallet is a Vote

  • Support Local: As Vipe Desai of the Surf Industry Members Association (SIMA) suggests, the closure of brand-owned stores is a huge opportunity for specialty retailers. Buying from your local surf shop keeps the culture alive and ensures you get expert advice.
  • Embrace New Brands: Don’t be afraid to try smaller, up-and-coming brands. They are often the ones pushing innovation and keeping the industry fresh.
  • Value Quality: Resist the pull of fast fashion. A well-made pair of boardshorts from a reputable brand will last you for years, which is better for your wallet and the planet in the long run.

For Retailers: Adapt and Diversify

The smartest surf shops are learning from this. Richard O’Reilly of Spyder Surf and Greg Mesanko of the Billabong store in Folly Beach have both noted the need to reassure confused customers and diversify their offerings. Mesanko’s store is now about 50% other brands like Katin, Rhythm, and Vissla. The lesson is clear: don’t put all your eggs in one basket. By offering a curated mix of brands, big and small, retailers can build a more resilient business.

🛍️ How to Spot a Surf Brand on the Brink: Warning Signs and Red Flags


Video: About Surfer Clothing Brands.








Ever wonder if your favorite brand is heading for a wipeout? As surfers who live and breathe this stuff, we’ve learned to spot the warning signs. Keep an eye out for these red flags.

  • 🚨 Constant, Deep Discounting: A sale is one thing, but when a brand is perpetually offering 40-60% off everything, it’s often a sign they’re desperate to move inventory and generate cash flow. This devalues the brand in the long run.
  • ✂️ Slashing the Athlete Roster: Pro surfers are the heart and soul of a brand’s marketing. When a company suddenly cuts its entire team or lets go of top-tier talent (like Hurley did), it’s a massive red flag that they are in serious financial trouble.
  • 📉 Noticeable Drop in Quality: Are the seams on your new wetsuit not as good as they used to be? Is the fabric on that t-shirt thinner? Cost-cutting often starts with the product itself. This is a classic sign that a company is prioritizing margins over quality.
  • 👻 Ghost Town Retail Stores: If you walk into a brand’s official store and the shelves are half-empty and the vibe is just… off, it’s not a good sign. This often precedes official announcements of store closures.
  • 🔄 Frequent Ownership Changes: Brands that get passed around between private equity firms and licensing groups (like Reef and the ABG brands) are often in a state of instability. It’s hard to maintain a consistent vision when the people in charge keep changing.

If you see one or two of these signs, it might not be a cause for panic. But if you start seeing them all at once? It might be time to brace for impact.

🏄‍♂️ Surf Industry Insider Insights: Interview with O’Neill’s VP of Sales Paul Harvey


Video: 50 Skate Brands That Disappeared.







It’s one thing for us to analyze from the outside, but what do the people on the inside think? A recent “Pulse Check” series from Duct Tape Theory gave us a fantastic glimpse into the mind of an industry veteran, Paul Harvey, the VP of Sales at O’Neill.

His perspective confirms much of what we’ve been seeing. He acknowledges the cyclical nature of these financial struggles, noting a sense of “déjà vu” from a similar period of turmoil about fourteen years ago.

The key takeaway from his insight is a powerful quote highlighted in the article: “The real story here isn’t just about business metrics or market share. It’s about an industry grappling with its identity in an environment where traditional models no longer guarantee survival.”

This hits the nail on the head. The old way of doing things—sponsoring a few top pros, running ads in magazines, and selling to wholesale accounts—is no longer enough. The industry is being forced to reinvent itself, and brands like O’Neill have survived by staying true to their identity while adapting their business model. It’s a sobering but crucial perspective from someone in the trenches.

So, after all this chaos, what does the future hold? Is the surf industry doomed? Not a chance. It’s just evolving. Here’s what we see on the horizon.

The Age of the Super-Licensor

The Authentic Brands Group (ABG) model is the new reality for many legacy brands. ABG is a brand management powerhouse, and they’re experts at leveraging the nostalgia and name recognition of brands like Billabong and Quiksilver.

  • Pros: This model can provide financial stability and keep the names alive.
  • Cons: It can lead to a loss of the brand’s original soul and a focus on mass-market appeal over core surf credibility. As former Vans President Doug Palladini lamented, he believes the consumer perception of these brands has “gone to zero, or less than zero.”

The Rise of the “Indie” Darling

With the giants stumbling, there’s more room on the wave for smaller, more authentic brands. Companies founded by surfers, for surfers, are gaining massive traction.

  • Brands to Watch: Florence Marine X (John John Florence’s brand), Outerknown (Kelly Slater’s sustainable label), and Vissla are all prime examples.
  • Why They’re Winning: They offer authenticity, a focus on sustainability, and high-quality, purpose-built products.

A Return to the Local Surf Shop

We believe the local surf shop is poised for a major comeback. As the big, impersonal brand stores close, surfers will return to the trusted local shops for gear and advice. This is the opportunity Vipe Desai mentioned, a chance for retailers to “reinvest in partnerships” and become the undisputed hub of their local surf scenes once again.

The future of surf apparel will likely be more fragmented, but also more authentic and diverse than ever before.

🔧 Quick Tips for Supporting Surf Brands and Avoiding Bankruptcies

Want to help steer the industry in the right direction? It’s easier than you think. Here are a few quick tips for being a conscientious consumer.

  • ✅ Buy from Local Surf Shops: This is the #1 most impactful thing you can do. It supports your local economy and the core culture of surfing.
  • ✅ Pay Full Price (When You Can): We all love a deal, but constantly buying on clearance hurts a brand’s ability to invest in R&D, athletes, and quality.
  • ✅ Engage with Brands You Love: Follow them on social media. Share their posts. Tell them what you like. This feedback is invaluable and helps build a strong community.
  • ✅ Choose Quality Over Quantity: Invest in one great wetsuit or pair of boardshorts that will last for years, rather than a bunch of cheap, disposable items from fast-fashion retailers.
  • ❌ Don’t Believe Every Headline: As the recent media storm showed, headlines can be misleading. The brands themselves often aren’t “going out of business,” even when their retail operator is. Do a little digging before you write them off.

📝 Conclusion: Riding the Waves of Change in Surf Apparel

a couple of surfboards on a rack

What a ride, huh? From the kitchen-table beginnings of Billabong to the corporate boardrooms where licensing deals and bankruptcies are decided, the surf clothing industry has seen some serious wipeouts. But as surfers, we know that every wipeout is followed by a paddle back out and a fresh wave to ride.

Here’s the bottom line:
The recent bankruptcies and store closures—primarily linked to Liberated Brands’ Chapter 11 filing—are a major shake-up but not the death of the iconic surf brands like Billabong, Quiksilver, or Volcom. These brands live on under the stewardship of Authentic Brands Group (ABG) and new licensees, though their DNA is undeniably changing. Meanwhile, brands like O’Neill show us that staying true to core values and innovation can keep you afloat even in stormy seas.

For surfers and retailers alike, this moment is a call to action: support local shops, invest in quality gear, and embrace the new wave of authentic, indie surf brands rising from the ashes. The surf industry is evolving, and those who adapt will thrive.

So next time you wonder, “Is my favorite brand still legit?” remember: the brand may be changing hands, but the spirit of surfing—the culture, the community, and the gear that helps you ride those waves—is alive and kicking.

Ready to gear up or dive deeper? Check out these top picks from the brands we covered, plus some great reads to understand the surf industry’s business waves.

❓ FAQ: Your Burning Questions About Surf Brand Bankruptcies Answered

a group of snowboards on a wall

Several major surfwear brands have been involved in bankruptcy proceedings, but it’s important to clarify the distinction between the brands themselves and the companies operating their retail or wholesale licenses.

  • Liberated Brands, the licensee for Billabong, Quiksilver, Volcom, and others in the U.S., filed for Chapter 11 bankruptcy in 2023, leading to store closures and liquidation sales.
  • The brands themselves—owned by Authentic Brands Group (ABG)—have not filed for bankruptcy and continue to exist under new license agreements.
  • Historically, brands like Quiksilver and Billabong also filed for bankruptcy in 2015 and 2018 respectively, during periods of financial distress and restructuring.

What factors led to the bankruptcy of major surfwear companies?

The bankruptcy filings and financial struggles stem from a complex mix of factors:

  • Over-expansion and Debt: Aggressive acquisitions and expansion led to unsustainable debt loads (e.g., Quiksilver’s rapid growth and Billabong’s acquisition spree).
  • Changing Consumer Trends: The rise of fast fashion and shifting preferences toward sustainability and indie brands eroded market share.
  • Economic Downturns: The 2008 recession and subsequent economic pressures reduced discretionary spending on premium surfwear.
  • Digital Disruption: Failure to adapt quickly to e-commerce and social media marketing left some brands behind.
  • Licensing Complexities: The shift to licensing models, while providing capital, sometimes resulted in fragmented brand management and loss of control.

Read more about “What Are Surf Companies? 🌊 10 Legendary Brands You Must Know (2025)”

Are there any surf brands that successfully recovered after bankruptcy?

Yes! Some brands have managed to paddle back stronger:

  • Billabong emerged from bankruptcy after being acquired by Boardriders in 2018 and continues to operate globally.
  • O’Neill has never filed for bankruptcy and remains a shining example of innovation and staying true to core surf values, helping it survive industry downturns.
  • Reef survived the bankruptcy of its parent company and continues to thrive under new ownership.
    These examples show that with the right strategy—focusing on core identity, innovation, and adapting to market changes—recovery is possible.

How has the surf clothing industry changed after some brands went bankrupt?

The industry is undergoing a significant transformation:

  • Consolidation Under Licensing Groups: Brands like Billabong and Quiksilver are now owned by ABG, which focuses on brand management and licensing rather than direct retail operations.
  • Store Closures and Shift to E-commerce: Many mono-brand stores have closed, with sales shifting to online platforms and specialty retailers.
  • Rise of Indie and Sustainable Brands: Newer brands emphasizing authenticity, sustainability, and community are gaining market share.
  • Stronger Focus on Core Surfers: Brands are re-aligning with their core audience rather than chasing mass-market trends.
  • Retailers Adapting: Local surf shops are becoming more important hubs for the community and gear, as big brand stores disappear.

How can consumers support the surf industry during these changes?

Consumers can make a big difference by:

  • Shopping at local surf shops to keep the community vibrant.
  • Investing in quality gear rather than fast-fashion knockoffs.
  • Supporting emerging indie brands that prioritize sustainability and authenticity.
  • Staying informed about brand ownership and the difference between licensing companies and the brands themselves.

We hope this deep dive helped you navigate the choppy waters of surf brand bankruptcies. Remember, the surf industry is resilient—just like us surfers. Keep paddling, keep stoking, and keep supporting the brands and shops that keep the stoke alive! 🤙🌊

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