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:
- 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:
- Honolua Surf Company
- Sector 9 Skateboards
- and many, many more...