When The Culture Changes, Brands Have To Change With It
Music has spent decades navigating generational shifts. Surfing can learn from it. One generation had rock and roll. Another had punk, hip-hop, grunge or electronic music. Genres rise, become part of mainstream culture and eventually make room for something new. But here’s what’s interesting. People never stopped loving music. They changed what they listened to, how they found it and what it meant to them. I think surfing is going through something very similar. For years, we have talked about surf culture as if it were one continuous thing. It isn’t. Every generation has created its own version of surfing. The early pioneers helped define modern surf culture. The counterculture generation pushed surfing away from the mainstream. Then professional surfing,...
SURF INDUSTRY MEMBERS ASSOCIATION
Working together, our industry and its members are united to protect our industry and oceans.
MISSION STATEMENT
To support the growth of the surf industry through fearless innovation, stoke and sustainability.
VISION
Healthy ocean, healthy industry
