We Shouldn't Be Friends

THE BRAND MACHINE: WHAT HAPPENED TO THE SURF INDUSTRY?


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The gossip mills began churning about a year ago. Liberty Brands, the retail curator arm of US private equity play Authentic Brands — which owns most of the surf industry’s most familiar brand names — fell over, taking well over 100 “surf” shops with it. This seemed the final straw for an industry that had done its best to define surf culture for 60 years. But… was it? Or was it part of a much needed clean out of the old to make way for the new-ish? Culture vultures Nick and Hannah, with the help of special guests Ryan Scanlon from needessentials and the inimitable Josh Kerr, try to figure out just what happened here, and if this is a question of scorched earth or surprisingly green shoots.

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We Shouldn't Be FriendsBy Hannah Anderson and Nick Carroll

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