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A surf brand is a company that specializes in designing and manufacturing products related to surfing, beachwear, and beach lifestyle. These surf brands often produce a wide range of products tailored to surfers' needs, including surfboards, wetsuits, boardshorts, swimwear, rash guards, sandals, accessories, and apparel such as t-shirts, hoodies, and hats. Surf brands typically embody the spirit and culture of surfing, catering to both professional surfers and enthusiasts alike. They may also sponsor surfers, events, and competitions to promote their brand and connect with the surfing community. Examples of well-known surf brands include Quiksilver, Billabong, Rip Curl, Roxy, O'Neill, Vissla, Captain Fin Co, Flying Diamonds, FCS, Creatures Of Leisure and many more. According to a report by Global Industry Analysis Inc., the surf industry is poised for significant growth, with the US and Europe expected to lead the way. The driving force behind this expansion is the concerted effort by surfing equipment manufacturers, marketers, and associations to broaden access to surfing across diverse demographics.

Analysts project that by 2017, the global surf industry will reach a value of $13.22 billion, a substantial increase from $6.24 billion in 2010. This translates to a substantial investment in surfboards, wetsuits, sunglasses, and surf-related apparel and accessories. However, this figure likely underestimates the total economic impact of recreational surfing, as it does not include revenue from the burgeoning international surf travel sector or the intrinsic value of surf breaks.

Surfing represents not only a lucrative market but also a growing industry, attracting individuals to coastal regions seeking to capitalise on its appeal.

Moreover, significant shifts are underway within the surfing community. Firstly, there has been a notable change in the perception of who engages in surfing. No longer confined to the stereotype of hippies or stoners, surfing now attracts a diverse range of participants, from professionals to parents and children.

Secondly, the once-booming success of surfing apparel appears to have waned. Pioneering surf brands like Billabong, Quiksilver, and Rip Curl, which thrived in the 80s and 90s with their "made by surfers, for surfers" ethos, have seen a decline in popularity. While they were once synonymous with rebellious counter-culture, they have struggled to maintain relevance in recent years.

Surfers themselves are increasingly turning away from traditional surf-inspired fashion offerings, posing a significant challenge for these surfbrands to reinvent their image. The mantra of being "made by surfers for surfers" has become a distant memory for these major surf brands. Reconciling this generational shift poses a substantial obstacle in reshaping their brand perception for the future.

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