Very few institutions in the world of surfing hold the same historical and cultural relevance as SURFER — a source of inspiration for the surf community for 57 years.
Over time, SURFER has evolved, coming alive — alongside its pages — through many other mediums, and taking shape in iconic locations like Turtle Bay Resort with Surfer The Bar.
Paying homage to its history in the space, Surfer has cultivated yet another way to speak to its audience with a new capsule of T-shirts, hats, and fleece — staples to any surfer’s closet and emblematic of both the past and future of the sport.
To do this in the most thoughtful way possible, it has partnered with United Surf Co-op, a company working to elevate and bring together surfing’s most influential designers, athletes, personalities and artists.
To better understand this project, and what United Surf is all about, we caught up with VP of Marketing Trevor Wessman-Lavelle and VP Sales & Distribution Rob Zseleczky.
Why are you excited about partnering with SURFER on this collection?
TWL: SURFER’s legacy and reputation for unique editorial and unparalleled surf photography puts them at the heart of surfing life around the world. In any industry segment, it would be considered an honor to work with a brand of that legendary stature, but it’s especially rad when your entire business model is centered around quality and craftsmanship in surf products.
SURFER undeniably exudes both characteristics and immediately recognized the value this collaboration would have in the eyes of their audience.
What was the design and development process like, and how did you decide on what to include?
RZ: We worked…