Tower 20 Launches: Real Brands, Real Stories, Real Surf
Carlsbad, CA - Surf shops have always been more than retail; they’re the heart of coastal communities, where surf culture is a lifestyle. However, the racks are often dominated by the same brands. Tower 20 is here to change that. This new wholesale program was designed to support authentic, independent brands with a unique sense of identity.
Tower 20 delivers graphic tees from a handpicked crew of brands shaping the surf narrative; each with their voice, story, and connection to the culture.
The June delivery features:
• Pyzel Surfboards – Legendary shapes, now wearable art.
• Veia Accessories – From John John Florence’s supply company, built for performance and authenticity.
• Surfer Magazine – A reborn icon, telling stories that resonate.
• Surf Splendor / The Grit / The Spit – The voices of modern surf media.
• The Boardroom Show – Celebrating craftsmanship in surfboard building.
• Lurking Class – Raw, irreverent, skate-meets-surf vibe.
• Tanner Cōste Women’s – Elevated essentials with a clean, surf-forward aesthetic.
“Retailers are ready for a change,” said Todd Stanley, VP of Sales for Instinct. “Tower 20 brings something fresh to the floor: meaningful product, created by the very individuals defining the future of surf culture.”
Tower 20 is designed to simplify shop life: all brands are available in a single order, invoice, and shipment. Living under the same roof as Instinct Surf, retailers can access both progressive newness and timeless heritage styles from one supplier.
Program Features:
• Story-rich collaborations with surf’s most respected and emerging names
• Seasonal releases and exclusive designs
• Streamlined fulfillment: one shipment, one PO, done
• Eye-catching and functional display towers for retail ease
Tower 20 will be shipping in June 2025.
For wholesale inquiries and previews, visit www.tower-20.com or stop by the CARV Tradeshow, Booth #919, June 20–22 in San Diego.