New Year, New Takes: Our Surfing & Apparel Ins and Outs

A new year always feels like a reset. Not a reinvention - just a chance to look at what actually matters, what we want more of, and what can quietly stay in the past.

Here are our INS and OUTS for the year ahead: 

THE INS

Inclusivity & Community 

"Surfing’s always been better when it’s shared. Spending time in your local surf shop, recognising the friendly faces behind the counter, wearing brands that feel connected to where you surf — that kind of community is common across many surf destinations.

There’s no reason it can’t exist here in the UK too.

Surf shops don’t need to be just quick stops for wax. They can be places you hang out in and identify with — grab a coffee, chat about the conditions, plan a surf, or kill time after a session in.

At its best, surf culture is relaxed and inclusive. Spaces that feel familiar, easy to be in, and open to anyone who enjoys the ocean. That’s what we’re backing in 2026"

- Queenie Matthews, Social Media and Retail Lead at 10 Over Surf shop.

Fun & Fitness Over Perfect Conditions

DYSUJO Account Director Verity Curran believes surfing isn’t always about chasing the perfect wave — it’s about showing up, moving your body, and having fun.

It’s easy to spend hours on a wild goose chase in search of flawless conditions, but the reality is that the “perfect” wave isn’t always within reach. And who’s to say that party waves with pals — an after-work surf on foamies at your local break — aren’t just as fun, if not better?

For Verity, being outdoors, getting in the ocean, and sharing party waves with the people she loves matters far more than scoring the perfect tube. Beyond the joy, paddling out and swimming offer huge benefits for both mental wellbeing and physical health, supporting circulation and overall fitness.

Performance Longboarding Making A Comeback 

DYSUJO’s Founder Chris Thomson is hoping for performance longboarding to make a serious comeback, blending classic glide with progressive manoeuvres and modern design. No longer confined to cruisy cross-steps and noserides alone, today’s performance longboards are faster, lighter, and built to turn — appealing to a new generation of surfers who want style and speed. As we look to 2026, performance longboarding is re-establishing itself as a core pillar of surf culture, proving that longboarding can be just as dynamic and expressive as shortboarding.

More Surfing

"In: More Surfing"

- Jason Lock, DYSUJO's Group Director of Media and Strategic Partnerships

THE OUTS

Fast Fashion Surf Apparel

"For people who live and breathe the ocean, it only makes sense the community shifts towards quality, sustainability and timeless design over quick, disposable trends.

The focus is on pieces that perform in the water, last season after season, and reflect a genuine surf lifestyle — not just something that looks good in a scroll. In 2026, thoughtful surf wear is making waves, proving that style and conscience can go hand in hand." 

- Queenie.

Being Too Self Critical

The waves are always humbling, never the same twice. Surfing is a constant learning curve, so there’s no point being overly self-critical. Verity agrees: just enjoy it. And if you’ve forgotten why you started, it might be time to pause and reflect. Hobbies exist for joy, for growth, and for becoming a better version of yourself, both in and out of the water.

 Built-in Wetsuit Hoods & TikTok Surf Coaches 

Chris Thomson has called his 2026 outs: built-in wetsuit hoods and TikTok surf coaches. For him, the rise of bulky, all-in-one wetsuits can feel restrictive, and the surge of short-form surf “tutorials” online doesn’t quite replace time in the water with real experience. While some might embrace the convenience, Chris prefers simpler gear and hands-on learning — proving that in surfing, sometimes less really is more.

"Out: Less Surfing" 

- Jason Lock.

Fair Jason, we get it. 

Final Thoughts

A new year isn’t about overhauling everything, it’s about leaning into what makes surfing, and life, feel good. In 2026, that means chasing the waves that make you smile, celebrating community over perfection, and remembering that the ocean is for everyone. So here’s to more longboards, more party waves with friends, more time in the water, and less overthinking, fast fashion, and uncomfortable gear. Surf what you love, laugh a little louder, and enjoy every paddle out — because sometimes, the best sessions are the ones that don’t make the Insta highlight reel.