Shop By Surf Brand

Welcome to our shop by brand section. We aren't worried about carrying all the generic & mainstream brands out there. Those are too easy to find! Instead we only carry the best brands in the surf industry that actually has a staff that surfs! Here is where you'll find the coolest, hard to find, and underground brands on the market such as Rhythm, Futures Fins, FCS Fins, Hinano Tahiti, Hippy Tree, Hawaiian Island Creation, Delve, Clark Foam, Sex Wax, and much more. This is real surf equipment and apparel! Welcome to reality! I'm sorry but Hollister is not a real surf company and anyone that doesn't carry surf wax is NOT a surf shop. By the way, we carry surf wax!

Body Glove Wetsuits	Clark Foam Shirts	Critical Slide Society
FCS Surf Equipment	Future Fins	Hippy Tree Clothing
Hinano Tahiti Clothing	HIC Clothing	Matunas Surf Co.
Ocean and Earth	Sex Wax	Sticky Bumps
Designs By Shane Bowman	Rhythm Surf Clothing	West Wetsuits

What Type Of Surf Brands Do You Carry?

Our specialty underground surf brands are found in small local shops, mostly in Southern California. We try to bring you unique, new, and authentic brands. Our website is perfect to buy mens surf wear online. We have an opinion that catering to the mainstream non-surfing population dilutes surf culture. The brands we carry have a real passion for surfing. They are not just using surfing or selling an image to the mass public. Doesn't being a "core surf brand" mean your main focus is the surfers? It is not about being able to afford to pay all the top pros. After all, if Hollister paid millions of dollars to the top professional surfers, would that make them a "core surf brand". The answer is no! Our commitment to up-and-coming brands is our way of trying to keep surfing special. We feel these types of brands are the most important part of surf culture. Surfing is special and so are the brands that we carry. At Crux we are very selective of the brands that we carry. Our goal is not to have every brand out there, but to have the best brands that share our philosophy.

If you feel there is a new, up and coming, or special brand that we should have e-mail us: info at cruxsurf.com

How Are "Major" Brands Doing?

There was a time when all "surf brands" were exclusively available at a little mom & pop surf shops on the coast. Slowly, the "corporate" mentality and mainstream appeal of mens surfing apparel pushed them into malls, department stores, and large discount stores. Over-saturation along with other factors lead to the demise of once dominant surf brands. Examples of brands that have fallen by the way side are classic brands like:

Op
Hang Ten
and Counter Culture.

There are currently "core surf brands" that are following the same path of these fallen brands and are slowing digging themselves their own grave. In recent times, global giant Nike purchased the once small, Orange County based Hurley. Quiksilver has seen their stock drop to as low as $0.88 per share. Experts blame Quiks tough times on economic factors, the purchase of Rossignol, and over-saturation/over distribution. In more recent times Australian based Billabong has purchased all Becker retail stores, along with Becker's online business. Months before they purchased Swell.com as well as the surf shop on the corner of Pacific Coast Highway and Thalia Street in Laquna Beach, California. This adds to the growing list of retail stores and surf brands that Billabong owns: