How Small Surf Brands Can Win Over the Core Market

As heritage surf brands get scooped up by license holders chasing mass-market dollars, small surf apparel brands have a rare chance to win over the core market. By leading with authentic storytelling, local collabs, premium quality, and a real connection to the surf community, small brands can build something the big guys can’t fake: true credibility where it matters most, in the lineup, and in the hearts of real surfers.