All washed up: have surf megabrands forgotten their roots?

Yesterday’s announcement that iconic brand Rip Curl plans to sell-up raises the question: just what has happened to Australia’s iconic surf brands?

It has been well publicised that the big three surf labels – Rip Curl, Quiksilver and Billabong – have experienced shrinking sales and expanding debts. Suburban consumers have turned away from expensive surf-branded apparel. Coupled with the rise of online shopping, doubts are growing about the future viability of corporatised surf brands

Read the full article by Andrew Warren and Chris Gibson at The Conversation

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