Surf Culture

A lot has changed in surfing.

Once a counter culture reserved for the fringe athlete with a strong penchant for the sea, it’s now a mainstream hashtag crawling with social media influencers and corporate endorsements. What they’ll never get is the simple fact that surfers really want just one thing that big bucks can never displace. We just want to get stoked. And if you’re a surfer, you know exactly what that means.

Like many things in life, you just can’t take surfing too seriously. Our current line is a tongue-in-cheek look into the current state of surf culture.

I surf to get tan.

Shane Dorian, Six-Time Billabong XXL Title Holder

It’s why we surf. Stoke is a feeling that only a surfer knows. It’s also something that can never be synthesized, commercialized, bottled and sold. Stoke is free, and it is the essence of surfing. Enjoy stoke!

Unisex and fits like a well-loved favorite, featuring a classic crew neck and long sleeves made with 52% Airlume combed and ring-spun cotton and 48% polyester.

Can’t we all just get a longboard? Heck no. Back in the day, you earned your way to a longboard. When only the older dudes sat way outside on their logs calling out sets for us shortboarders. Respect that legacy.

Unisex and fits like a well-loved favorite, featuring a crew neck, short sleeves and made with superior Airlume combed and ring-spun cotton.

There was a time when parking meant pulling up on the dirt shoulder along the Pacific Coast Highway. Nowadays you’re lucky to find a spot in the now paved and metered parking lots. Never mind the surf. Pray for parking.

Unisex and fits like a well-loved favorite, featuring a crew neck, short sleeves and made with superior Airlume combed and ring-spun cotton.

We were all kooks once. The key is to not remain a kook. Don’t drop in. Ever. Don’t bail your board. Respect the pecking order. Take a wave, and give a wave. And for kook’s sake, never pay a grand for a damn t-shirt.

Unisex and fits like a well-loved favorite, featuring a crew neck, short sleeves and made with superior Airlume combed and ring-spun cotton.

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