The tide is turning
It is difficult to determine exactly when the back lash against the traditional surf brand began, but I would say that it took place in the first half of the last decade. These days the traditional brands are regarded with a degree of distain by a significant number of surfers, particularly those in the older demographical groups. This being despite these companies having made small inroads by making a return to the styles and designs that were esteemed previously. I think a key reason for this is that many of the brands took there eye off the core market when they went main stream in the nineties. Those who had worn the labels with an unwavering loyalty for many years were suddenly shunned in favour of the promise of increased profits that selling to the masses offered. Because all but a few of these companies were no longer run by surfers for surfers, instead they had become huge corporations, where the share holders called the shots, they...