If you fancy yourself a bit of a surfer chick (or religiously gorge on fashion media like yours truly), you will have heard that on April 1st Quicksilver and Kelly Slater announced that they will be ending their twenty year partnership. The professional surfer will now be working with The Kering Group, the financial giants who own the likes of luxury brands Gucci and Balenciaga, and sports brands such as Puma and Volcom.
Via his Facebook page, Kelly explained that he will be working with Kering due to a shared “love of clean living, responsibility and style.” The surfer is a well known advocate for marine conservation and will be Kering’s brand ambassador around such areas. As you’ll know from my outfit posts, I am not bowling around central Stockholm in board shorts, but I do have a soft spot for surf n skate brands, so here are the ones I’m currently (blue) crushing on:
Surfing and downtown New York don’t have much in common, right? Well, Saturday Surf NYC are proving us wrong. They started off as a small store in Soho selling boards and wetsuits, and have now expanded internationally, sharing their healthy living, luxury ethos with the world. Expect high quality, great design, and a laid back surf vibe that is more than appropriate for city dwelling. They currently only create menswear, (but that’s never stopped me before) and with product offerings including coffee and art work, it’s more of a lifestyle thing anyway!
Whilst Saturday Surf are making surfing relevant to New York City, Cuisse de Grenouille are making surfing Tré Cool in Paris. The small French brand cater for “the gentleman surfer”, which is perfect for us sartorial types who want to apply a beach-babe vibe to our city-scape. It doesn’t matter that they only make menswear, because these “Surf in Paris” sweats are your cool-girl alternative to Isabel Marant’s “Made in Tokyo” ones.
For a brand founded last summer, JADED London is doing incredibly well – I mean Beyonce has worn their pieces…BEYONCE! More streetwear than surf, the Made in Britain brand uses techno scuba fabrics to create an array of boldly patterned pieces. This is your bad-girl brand for beach living.
TwoThirds describe themselves as having “more than just a devotion to the ocean”. Heralding from the gorgeous coastal area of San Sebastian, this brand is not your traditional baggy pant and oversized t-shirt surfer clothing company. Instead think an Albam or YMC aesthetic with a Spanish twist.
When you think Patagonia, you probably think of hiking through the hills or challenging off-piste skiing, but you only need to follow the brand’s instagram feed to see that they are just as committed to the ocean as they are to the mountains. Patagonia are your earthy choice. If sustainable living is your thing, you will be bowled over by their formidable corporate commitment to the environment, and whats more, if you do actually decide to go surfing, their technical gear is impeccable.