This past week I stumbled upon a story that doesn’t surprise me but still really turns my thoughts sidways about the surf industry and or related surf industry stuff.

Some how over time the people that surfed and lived to surf turned what they did into a lifesyle. It definatly wasn’t intentional, planned or devloped by any one person or group of individuals… It just happened. Surfers had a way to talk, certain clothes they would wear and planned what they needed to do in the way of work and responsibilties around their time to surf.

Somewhere along the surfing history time line that lifestyle became a marketalbe thing. And the companies that marketed the lifestyle were started by surfers. But something has changed, it seems that along with surfboards being mass produced over seas and marketed globally, which for the core surfer is unauthentic, we also have our lifestyle being marketed by a Company that is no where close to authentic...

I think it was a year ago when I was in the mall with my wife during the holidays I noticed a Hollister Co. store. I didn’t go in the store but wondered where it came from and what was behind it.

Below taken from a Transworld Business article from '08.

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The concept for Hollister Co., the “surf-inspired” mall-based retail chain, was built around a fictional background story created by Abercrombie & Fitch CEO Michael Jeffries to provide a more “authentic” atmosphere for the Hollister shopper.

The fictitious story claims J.M. Hollister founded the company in 1922 as a “Pacific merchant in SoCal.” On its Web site, the company defines itself as “Inspired by the sun-drenched spirit of California, and the surf and soul of the Pacific Ocean, Hollister is a laid-back, aspirational lifestyle destination.” In reality, it was launched in 2000 out of Columbus, Ohio by Abercrombie & Fitch, which was struggling at the time to reach a younger customer.

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For the complete article click here .

I feel cheapened.

D.R.



I do my best to limit and manage waste. So I collect my color overages and pass them on to Donna von Hoesslin of Betty Belts and she makes jewelry with it.

I find it interesting how our brain works, or at least our memories.

I was involved in a small car accident this past Friday. What happened took place in a matter of maybe 3 seconds, probably 2 seconds but I can play those 2 or 3 seconds back in my head at will.

I got to thinking that’s the same thing that happens surfing. We pull off some maneuver or connect a number of moves on a wave that all totaled may only be 8 seconds… most rides may be shorter than that… but that one killer rider we can pull up and run it in our heads at will for a long time.

That may be how we all progress in our surfing. Reliving rides and maneuvers over and over in our heads thinking about what we did right or wrong and how we may need to make changes in timings or foot placement or, how we had the whole string of moves connected just right and let that get etched in our heads for future use.

How does that happen? Three seconds gets broken down into fractions of fractions of seconds stretching those seconds into life time memories. Strange…

Could that be the addicting part of the surfing experience? We become hooked on the intensity of thought that keeps us coming back for more? The intensity of thought along with the thrill of the ride… the sensations of motion coupled with the excitement of playing with the energy in nature?

You really can’t explain it… I know I can’t anyway.

D.R.