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Surf's Up!
It’s the lifestyle look that everyone wants and it’s as at home on the high street as it is on the beach…
Not that long ago, the closest you got to surf style on the high street was a shopper wandering around in a Fat Willy’s Surf Shack vest. Hawaiin shirts were worn by men “of a certain age” for the family barbeque (generally with socks and sandals) and flip flops were hardly to be considered a fashion statement.
This month surf and beach style was an integral part of both ispo itself which hosted this sports sector in a huge, sandfilled beach village community, and ispovision , which identified how the esprit of surfing culture is resonating in some of the more classical sportswear collections. Themes and trends throughout were similar echoing the shared passion for the surf: extra light fabrics, shell and pearl accessories, hippie prints, tunics and for t shirts retro photo prints, etched and sprayed graphics, an overall impression sun and spray bleaching. As ever, they were saying it with flowers and it seems you can still never have one hibiscus too many!
In September, you will be able to catch much of what’s happening with this whole style wave at Surf Shop, the national trade show for surf, beach and watersports (www.surfshopexpo.com) .
As O’Neill open their first permanent year round Surf Academy at Newquay’s Watergate Bay, they launch an 07 Boardbabes collection plays on four themes offering wide appeal Expression Session is all about creativity, with non-confirmist cuts and progressive style. Festival Camp echoes the colours and themes of Woodstock, Lord of the Boards uses cuts and colours for girls who don’t want to conform and Peppery is a tropical, earthy theme with vibrant layers and organic artwork. Their Nuku Hiva tattoo surf trunk and bikini are sure to be come iconic designs of the future - designed by legendary tattoo artist Henk Schiffmacher.
British brand Animal now have more than 50 outlets nationwide (the majority partnership retail arrangements) and this business provides around 30% of the company’s turnover, with store sales increasing strongly. They recently acquired floundering South West chain Ocean to Earth and have bold plans for further expansion. For 07, Animal’s new Elements “between season” range will be available outside of their own stores. Their main collection divides into “Blue” which reflects classic surf style and vintage themes; “White” is all about subtle style, with elegant dresses , bead and sequin trims for women and for men, carbon suede finishes and enzyme stone washes , sophisticated shirts ,low key branding. “Red” is all about bold graphics, edgy fabrics and designs all aimed at the more directional customer.
Headworx has just signed an 18-month sponsorship deal with the ESF to be exclusive clothing sponsors to the England Surf Team. The range features hardwearing (and patriotic) surf and leisure apparel developed in close consultation with the Headworx team of pro surfers, and the England Surf Team itself. The collection, featuring the English Surfing Federation’s ‘Lion’ motif, is designed to fly the flag of English surf culture all the way from the beaches of Cornwall to the terraces of Germany and surf spots across the globe. Names such as Fistral, Croyde and Kimmeridge will strike a chord with home surfers, the garments are all of a high spec, with features such as enzyme wash adding comfort to functionality.
Protest started as a snowboard brand in ’93 and has stormed its way into the limelight due to designs that thoroughly reflect the mood and the moment. For 07 Protest’s collection brings to mind the term ‘mix and match’, ranging from delicate elegant patterns to raw surreal designs, with a unique use of materials. A toned down colour palette and real attention to detail is evident this season, with accent embroidery, beads and stitches. Different washings and texture have also been used.
Over 200 tonnes of sand is being shipped into certain cities this summer. Those hosting the UK-Wide Speedo Urban Beach volleyball tour. It’s a sport that goes hand in hand with surf lifestyle, and the brand has launched an entire new urban and energy inspired apparel and swimwear range as a result. Rash vests, tankinis, hipster skirts, t’s and pants - an entire young and vibrant range with street smart styling and Speedo functionality.
