Are designers just obsessed with the sport's culture, or are they ripping it off?
's Elite Ambassadors, is quick to point out that the sport requires a lot of patience, and in this always-on, always-connected age, a surfer's state of being is incredibly aspirational."We become part of nature, flowing and moving with the sea; there's something calming and awakening and therapeutic about being in the ocean," adds Ward. "We surfers surround ourselves with that, with what we dive into, and we rarely get out. We never want to leave.
Still, it's unfair of us to explicitly associate surfing and skateboarding without appreciating, or even acknowledging, the nuances of both. O'Neil explains that skateboarding was born as "sidewalk-surfing," what happened when there were no waves. "I don't associate skateboarding with surfing," he says. "It borrowed from surfing and became its own spectacular thing. Skating is such an incredibly poetic act in its own right and means.
"It's no secret that skateboarding is a culture vehemently opposed to posers, but it's also an industry that is currently running on fumes as far as money is concerned," wrote Alexis Castro in a July 2016 . As the fashion industry highlighted skating, one would also hope that skating would grow as a sport, as well, either financially or in terms of exposure. Surfing could stand to see a similar benefit.
With an annual revenue of roughly $7 billion, the surf industry is small, but mighty. But the takeaway here is that surfing projecting for surfing to reach $9.5 billion by 2022. To that end, Ward mentions that surfers are looking for different ways in which the sport can attract a bigger audience. Fashion, a $1.2 trillion global juggernaut, is a great means to do just that.
"The surf community is small; it's protective and awesome. I hope to see so much more of the two worlds colliding," says
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