Where does surf culture come from?
From the post-war years onwards, teenagers identified with the stars of the day, a movement launched by Elvis Presley. Later, in the 60s, the Beatles revolutionised teen culture, accompanied by the Stones and the Beach Boys, who sang the famous "Surfin USA". It was from this cultural movement that surfing was born. Surfing was not widely practised at the time, except on the famous island of Hawaii, but it underwent a monumental boom that pushed it to the forefront of Californian youth.
Experts also link the music of the 60s to the development of surf culture. The love of the sun and the joie de vivre became pillars of this lifestyle.
The democratisation of surfing
In the media
In the mid-80s, surfing made a comeback in the media. As competitions developed, champions enjoyed success and fame. The desire to sweep away the clichés of drug-taking hippies was alive and well. Surfing became a pop sport. With the arrival of Kelly Slater (American world champion surfer who starred in "Baywatch"), the sport became more serious and more regulated.
And Kelly wasn't the only one to contribute to the development of surfing on the big screen. In 1991, the film "Point Break" plunged us into the heart of the surfers of Los Angeles. The democratisation of surfing meant that it was no longer just for amateurs. It's no longer just about effort, but also about the culture associated with the sport.
These first two attempts at cinema led to numerous other Hollywood projects. With the advent of pop culture, surfing attracted the attention of many teenagers around the world. A new generation of surfers was born, and the curiosity of a new audience was piqued.
In France, the subject was discussed in jest with "Brice de Nice" in 2005. On a more serious note, the European continent has been experimenting with snowboarding since the 1980s, thanks to the influence of skate culture. The 2000s marked a return to cool and chill.
Subsequently, a number of magazines developed and helped to bring surfing culture to the general public.
Surfing fashion“
As a result of this boom, many entrepreneurs are taking an interest in surf culture. Following in the footsteps of the film industry, a number of clothing brands began to emerge, based on the codes of technical clothing. They were a success, with customers - not necessarily surfers - flocking to them. These brands include Quiksilver (an Australian brand), Oxbow (a French brand) and O'Neill (an American brand). The brands sponsor sportsmen and women and are developing the creation of international events and competitions. Textile brands specialising in surf fashion are launching one after the other. The aim was the same: to sell surf coolness.
The new era of surfing
After the 2000s, the commercial reality is clear. Surfing has succeeded in attracting and creating a textile and tourist economy of its own. Brands have clearly understood the growing financial interest in the surf culture niche.
Massive investment, sponsorship and advertising are ushering in a new era for the sport. The image of surfing is changing. Gone were the days of illegal consumption. Surfing culture was moving towards a bohemian, simple and modest lifestyle off the beaten track, with the use of vans. The paradox of the surf industry is therefore very much present.
After 50 years of moving through different stages, surf culture is returning to the basics.