Surf Gear Brands: How They Came to Be and the Ones Still Around

In the dawn of the surf, there was no mass surfboard production. Every single board that graced the ocean waves had to be carved out by hand. This process took a long time from start to completion, and, naturally, there were some luthiers that were better than others. 

Not to mention that there was no dedicated gear of any sort when it comes to clothes and accessories. This created a vast discrepancy between one surfer and the next. There were really no parameters by which things could be put up against each other or measured because everything was improvised. 

Slowly but surely, some of these improvisations started to come together and form certain standards that were accepted throughout the surfing community. Some say that it started with surfing legend Duke Kahanamoku, who used to give swimming and surfing lessons wherever he went, and soon more and more people became interested in the ways and the spirit of the surf. 

It’s hard to imagine that Jack O’Neil had his eye set on surfing gear in the first half of the 20th century, but his vision has sustained and thrived throughout to bring forth one of the most recognizable brands in the surf industry. 

The Evolution of Surf Gear Brands

Over the years, with the advances in technology and the evolution of the sport itself, surf gear has changed its landscape a number of times. 

Surfers that have long careers have gone through many different accessories and essentials. This includes everything from surfboards and wetsuits all the way to surf wax and sunscreen. 

Of course, in the beginning, there was not much variety to start with, so everything that was created was made by hand, probably in someone’s garage. Brands that are staples today, such as Quiksilver, O’Neill, and Rip Curl, all had humble beginnings as well. Maybe that’s why they’ve managed to stick around for such a long time. 

The real onslaught of gear variety came when the surfing world literally exploded during the late nineties. As the turn of the millennium was on everyone’s heels, the excitement for the sport rose to unprecedented heights. 

Some of this hype can be credited to the Momentum Generation—a group of friends that all turned professional surfers and conquered some of the biggest and most dangerous waves known to man. 

The 2000s

During the early 2000s, surfing had grown into way more than a sport or a way of life. It was a craze that everyone wanted to capitalize on. It might not seem strange today, but back in the day, when surf gear and surf apparel shops started popping up left and right, everyone was a bit confused. 

There was so much money to be made for an insatiable market that brands would stop at nothing to net as much profit as possible while the going was good. Good? It was out of this world. 

Most popular and coveted brands started expanding their offerings far and wide. Gear juggernaut Quicksilver was quick to expand into snowboarding and an all-female sister company in Roxy.

It seems that everything was falling into place for the big-name brands that the small market ones had very little choice: they either had to step up their game or get bought out by a surfing apparel chain. 

This was the heyday of physical sales and television consumerism, so the marketing budgets of the gear brands were all in the six figures. 

It wasn’t out of the ordinary for brands to place their products in movies and TV shows just so that they could claim the title of the biggest and most successful surfing gear brand in the world. 

And things didn’t stop here, it wasn’t long before competition shows, and reality shows followed suit. Rip Curl had its very own series with The Search. 

The gear revolution even turned into borderline tribalism. Everyone knew that if you liked Kelly Slater you had to represent him by donning some Quiksilver; Andy Irons devotees could be spotted wearing Billabong; Mick Fanning fans didn’t want to touch anything that didn’t have the words “Rip Curl” on it.

The Surf Industry

Just like everything else, the craze started to calm down a bit during the upcoming decade. Although the situation wasn’t dire, the big boys had to come to terms with the new lay of the land. 

It wasn’t their fault, really; it was the way that we shifted on the consumerism end of things. Naturally, the new kids on the block had an ear to the street, and this gave rise to a whole new guard of surfing brands that were hungry and creative. 

Brands such as Hurley, Patagonia, and most notably O’Neill leveled the playing field by offering what the old brands couldn’t and didn’t know how: digital consumerism. 

What is the rider on the viral clip wearing? The big-budget commercials turned to 30-second media clip posts on social media and status updates. 

The age of influencers was officially upon us, surfing had gotten its own professional league in the World Surf League, and surfing had become an Olympic discipline. 

Changes

Much like the music, film, and sports apparel industry in general, the surfing apparel brands started eating away at each other. 

Quiksilver bought out Billabong and re-established itself as Boardriders Inc. It was a new dawn, one of the conglomerates. Kathmandu purchased Rip Curl, and soon everyone else followed. You have to seem new, cool, and fresh, even if you have been around for more than 50 years. 

It’s not that they keep their subsidiaries secret from the public. Anyone can do a bit of research and figure out who owns what, but no one seems to care or have the time for it. Enter the new age of subsidiaries and peer-to-peer marketing. 

Today, surfers can get choice paralysis just by looking at an online surfing outlet store. There are so many options and so many brands that you are sure to spend a lifetime browsing and scrolling if you want to sift the market. 

The Surf Gear Brands You Need to Know About

This is where we come in. We’ve gone to infinity and back in order to provide you with the most comprehensive list of surfing brands out there. 

We’ve got you covered, regardless if you are after apparel, surfing fashion brands, or surfboard gear. 

Outerknown

Outerknown is a brand made on the premise of the highest possible quality. Their products have the reputation of being sustainable, durable, and of premium craftsmanship.  

The brand was founded by none other than surfing megastar Kelly Slater when he parted ways with his alma mater, Quiksilver. This was a huge risk for Kelly because now he had to provide his fanbase with a product that would rival or outmatch the ones that his devotees were used to wearing. 

This was no small task, as Quicksilver is one of the longest-running brands in the industry for a reason. Many thought that Outerknown would be short-lived and Kelly would have to accept defeat at the hands of the conglomerates. 

However, much to everyone’s surprise, Outerknown has managed to thrive and offer its customer base a great deal of comfort at exceptional quality. Now they produce everything from keychains to professional surfboards. 

The best part is that the brand is very careful about how and where they produce their products. They are as environmentally friendly as it gets. So, when you purchase something from them, you can have a clear conscience about the origins of the materials and the workforce behind it. 

Patagonia

Another brand that enjoys the reputation of a hip and en vogue company, especially when it comes to wetsuits and surf apparel. 

Patagonia provides the most detailed and sustainable products on the market. They are the first ones to jump at new technologies and explore different avenues of creation. 

Customers can get their needs taken care of when it comes to mountain climbing, skiing, fly fishing, paddling, snowboarding, track running, and of course, surfing. 

The company’s marketing is focused on the fact that we are all connected, and that the values of gear shouldn’t be dictated by the crows and the latest trend. An excellent angle to play, if we do say so ourselves. 

Their minimalist and detailed fabric designs are a wonder of the modern age of surfing. They are probably the most successful brand that sticks to simplicity in design. The company donates 1% of its total revenue to environmental groups across the globe.

They are well aware that the dyes that they are using for prints and the lacquers and glues that they apply aren’t the best for mother nature, so they offset that by recycling and leaning toward organic materials.

Reef

Reef was one of those brands that made it big during the surfing craze of the early 2000s. The company has managed to hold on to its reputation and continues to thrive even today. 

The brand specializes in surf footwear. They have offerings for every age and gender. We mustn't forget their absolutely outrageous offering when it comes to swimming apparel as well. 

Reef Redemption is the environmental division of Reef. The expansion brand is completely focused on producing goods by way of sustainable energy and safe technology.

The company plans to continue providing apparel across the board, and even though they are a surfing company at heart, they are set on providing vintage value-for-money apparel. 

Hurley

Hurley specializes in technical gear. If you are looking for a niche offering or if you want something done that you can’t find anywhere else, then Hurley is certainly a brand for you.

The company has a plethora of signature products that are all catered toward performance. Their Phantom boardshorts are backed by top-of-the-shelf surfers such as Filipe Toledo and Kolohe Andino.

The brand’s marketing angle is set on change and the acceptance of it. They advocate inclusion and feeding your dreams. 

You will notice that even though they offer custom products that aren’t widespread, their message is one of unity and togetherness.

Quiksilver

No list would be complete without one of the most recognizable and successful surf brands on the planet, Quicksilver. They skyrocketed to the very top of the industry when they signed the then young and promising talent Kelly Slater to a multi-year deal during the 1990s. 

Quicksilver is the alpha and omega when it comes to surfing gear—their reputation precedes them. Everything from top-of-the-line wetsuits to boardshorts and surfing boards is at your disposal. 

Their marketing campaigns are catered towards everyday life and the pleasures that it brings. Their products are durable and great for all-around performers.  

Billabong

The company with the most memorable moto in surfing. Billabong “I surf because…” traveled the world a couple of times over just in the first year of its market placement. It’s a catchy phrase—one that can be expanded on in numerous ways. 

Billabong is all about taking risks and living on the edge. It specializes in technical design products. Andy Irons served as the face and big wave surfer Taj Burrow was the heart of the brand. Together, they would go to unimaginable heights in both professional surf gear and surfing apparel. 

Billabong shows its proficiency in accessories as well. The company has an extensive offering that covers watches, pouches, backpacks, skateboard equipment, as well as snowboard products. If you can dream it, they probably have it. 

The company was founded way back in 1973 by surfboard luthier Gordon Merchant. He started cutting out boards on his kitchen table and found a lot of takers for his creations. 

The boards that he was offering at the time were in all aspects superior to what the market had going for itself. 

In a very short while, Gordon was overwhelmed by the demand for his boards and started to think of scenarios where he could expand and establish a presence in the industry. 

The Australian company didn’t become a staple until the 1980s because of its geographical severance, 

But once it managed to get a network of dealers running, they were primed to become one of the biggest and most successful brands in the world. They are known for delivering on their products and are still going strong 50 years after their establishment. 

O’Neill

If California dreaming was a brand then it would surely be none other than O’Neill. The company is one of the oldest and most popular surf brands in the surfing industry, but it has had a couple of resurgences along the way.

Its history and journey are as rich as its product offering. The story begins way back in 1952 when Jack O’Neill made good on his world to deliver a new, better, and more innovative approach to surfboard production. 

Even though the company has expanded in a number of different avenues, surfing is still at the heart of their production line. 

They were the very first brand to offer riders a neoprene wetsuit, as well as the first brand to manufacture professional board leashes. 

So how does one of the oldest brands in the game reinvent itself so that it always seems fresh and in demand? 

It’s easy. They are known for flipping the script and offering completely revamped and redesigned products. In other words, their greatest strength is moving with the times. Their core marketing values lie in innovation and technology.

You will be hard-pressed to find a more progressive company than O’Neill that is able to deliver such quality products at such a consistent rate. 

Rip Curl

Rip Curl is an iconic surf brand that started way back in the late 1960s. What was once an idea of like-minded friends has grown into one of the most prestigious and sought-after apparel and gear on the planet. 

The company became a subsidiary of Australian conglomerate Kathmandu in 2019. Nevertheless, Rip Curl has its full creative and production control. They plan on continuing to spread their reach far and wide. 

They have more than sixty high-caliber surf names under their wing and will be looking to expand on their offering. 

Live The Search has been their slogan since the very early days, so it makes all the sense in the world for their marketing is centered around the idea of discovery, innovation, and excitement. 

In Closing…

Surf brands and surf clothing companies have populated the surf industry since the 1960s. Regardless of whether you’re looking for technical surf gear or surf apparel, most of the established brands have grown into all-around surf lifestyle brands. 

The surf world is always on the lookout for new cool surf gear and surfwear. With every surf company building its own surf culture, it’s safe to say that the top surf clothing companies will have their hands full for the foreseeable future. Now that you have all the knowledge you need, it’s time to get some new threads. Maybe even a brand new surfboard?