When Jetty first attended Surf Expo in 2007, we were in a much different place. For anyone that pays attention, so was the surf industry.
We grew up with the heritage surf brands—the companies born in the ‘70s that matured in the ‘80s, saw massive growth in the ‘00s, and steered surf culture for decades. But at the same time, they tamped down emerging brands with their volume and wholesale pricing, let the quality of their products drop, and diluted surf culture. Most recently, the former industry leaders sold their labels to international conglomerates and the decisions are now being made by folks who don’t have any connection to surf culture.
Jetty has long been proud to be surfer-owned-and-operated—22 years, to be exact. Our ranks aren’t filled with former pros, rather everyday surfers who still fit morning sessions and surf adventures into their busy schedules while meeting deadlines and the high standards that define Jetty. From our C-suite and warehouse crew, to our marketing team, screen-printing division, and non-profit arm, we not only ride all manner of surfcraft but also fish, snowboard, skate, camp, and embrace the outdoors. Of the fledgling East Coast brands that were coming up at those first few Surf Expo trade shows, we’re the only one that’s survived and continues to thrive. Our brand was built on passion, and it continues to fuel us to today.
As we come off a bustling week at Surf Expo, we’re excited about the change we see in the surf industry. It also marked our success after a year of prioritizing putting our most authentic foot forward and getting back to our roots.
Surf retailers are beginning to favor core brands that are still connected to the culture and community. Surfers and families that live the coastal lifestyle appreciate our authenticity. We have even aligned ourselves with other founder-led brands that share our enthusiasm and vision for surfing and determined work ethic. Are we competing with these brands? Of course, but we’re on a level playing field. We respect what they do, and they inspire us to make more comfortable boardshorts, more durable flannels, and more functional outerwear—we care as much about the stuff we make, as the culture that makes us.
Last Thursday night at Paddywagon Irish Pub in Orlando, we joined forces with our surf brethren to co-host a “New Wave” industry party that was energized and most importantly, fun. It was a watershed moment for us as we planted our flag and solidified our commitment to see this thing through, now that it’s on our watch. A sustainable future will take relentless discipline, passion, and comradery. We’re here for it and we’re stoked you are, too!
Looking for deeper insights on the state of the surf industry from our co-founder Cory Higgins, read more here: https://lnkd.in/g4MhKJcp
